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Online Customer Experience Management (CEM/CX) in the Cyprus Tourism Sector

Agia Napa, 24 & 31 May 2017

Navigator is organising a training programme on Online Customer Experience Management (CEM/CX) in the Cyprus Tourism Sector. The training takes place at the Napa Plaza Hotel on Wednesday, 24 May and Wednesday, Wednesday, 31 May, from 09:00 - 17:00 each day.

This seminar is supported by the Human Resources Development Authority. Qualifying participants receive a subsidy for all or part of the training fees but must pay VAT.

To participate, please contact:

Christos Tanteles

Cyprus Chamber of Commerce & Industry

tel. 22-448-850

email:  christos@ccci.org.cy

 

Introduction |  Agenda Day 1 |  Agenda Day 2

 

Introduction

The online environment for most Cypriot companies is complex: it includes their core website and ecommerce platform, as well as social media profiles, newsletters, online advertising and other channels.

The online environment is rooted in a wider framework of traditional sales and marketing tools and infrastructure, including retail stores, sales visits, sales catalogues, print and media advertising, delivery schedules, special offers and others.

Consumers today expect seamless service between online and offline channels. This creates challenges, because Google, Facebook and other sites, such as Glassdoor or TripAdvisor are creating a universe of online reviews which are now visible to everyone.

  • Google shows Google ratings results on Google search, below the URL and above the meta description.

  • Facebook displays reviews prominently on the company profile.

  • Online searches for specific companies frequently show Glassdoor, Tripadvisor or other results from websites that exist solely to review and share information.

Research on consumer trends overwhelmingly shows that tourists perform extensive research online prior to booking a trip. They also interact online during the trip, and after it [1]:

  • 87% of travellers use the internet for information

  • 62% researched an upcoming trip

  • 45% sourced the initial trip idea online

  • 43% read reviews from other travellers

  • 31% watched a travel video

  • 24% read a travel-related blog

  • 16% posted travel reviews

  • 11% uploaded a video from past travel

  • 11% commented on travel reviews

  • 7% participated in a travel related blog

While this data is valid for the United States, there is increasing evidence that Cypriot consumers are following the same path. For instance:

  • Cyprus has a 95% internet penetration rate

  • There are 595,000 active monthly Facebook users in Cyprus

  • Many, if not most, Cypriot travellers have used Booking.com or other online channels (BookCyprus.com, Aegeanair.com, Ryanair.com, Expedia, etc) to travel.

As a result, Cypriot tourist enterprises need to carefully manage the customer experience value chain that consumers see. This process is known as Customer Experience Management (CEM). Related terms are Customer Experience (CX) and User Experience (UX).

 

Agenda Day 1: Wednesday, 24 MAY

Module 1: Online Consumer Behaviour Online

08:45 – 10:45

 

Learn how different tourist demographics use the internet and interact with different media channels and products. Subjects include:

  1. Consumer demographics and the three main generations: Millenials; Generation X; and Baby Boomers;

  2. Cypriot versus foreign customers preferences, including B2B Trade, B2B MICE and B2C segments;

  3. Online browsing and purchase behaviour in the United States and Europe;

  4. Social media trends and technology;

  5. The online sales funnel, including linear and iterative interpretations;

  6. Common challenges with online CEM and employer branding.

 

Morning Coffee Break: 10:45 – 11:00

Module 2: Managing Customer Experience at Online Registration and Checkout

11:00 – 13:00

Module 2 reviews the main online issues in tourism customer experience, focussing on:

  • The linear sales funnel

  • The iterative sales process

  • B2B versus B2C selling online

  • The strategic selling process

  • Effective user registration

  • Effective wishlist development and interaction

  • Effective checkout and payment processes

  • Sales fulfilment (delivery, other forms)

  • After-sales service

  • Consumer protection and insurance

  • Gaining consumer evaluation

Lunch Break: 13:00 – 14:00

Module 3: Managing Tourism Customer Experience on Social Media

14:00 – 15:45

Social media channels are dominating in tourism experience, engagement and reviews. Module 3 covers:

  1. Facebook: Special offers, Facebook Evaluation, competitions, promotion, advertising, events, likes & shares.

  2. Google: Focus on Google+, Google Reviews and Google Maps.

  3. Instagram: Likes, advertising and engagement.

  4. TripAdvisor: Managing Tripadvisor reviews.

 

Afternoon Coffee Break: 15:45 – 16:00

 

Module 4: The Tourism Customer Experience Roadmap

16:00 – 17:30

Establishing a strategic roadmap for CEM in tourism enterprises. Key points include:

 

  • Key value drivers for your enterprise and your customer / consumer.

  • Charting the value stream

  • Key performance standards

  • Methods of customer interaction

  • Features and experiences evaluated

  • What gaps or challenges exist?

  • What opportunities exist?

 

Case Study: Drafting a Customer Experience Mission Statement

 

Agenda Day 1: WEDNESDAY, 24 MAY

Module 5: The CEM Workstream

09:00 – 11:00

Module 5 develops a structured approach towards defining the Customer Experience Workstream. A workstream is defined as the stream of interaction between customer and suppler for a specific product/service. This enables larger organisations, such as hotels, to understand the interaction between different units.

The sample work stream includes:

  • Online search

  • Booking

  • Post-booking greeting

  • Greeting at reception

  • Checkin process

  • Communications while in the property

  • Checkout

  • Post-departure greeting

Morning Coffee Break: 11:00 – 11:15

 

Module 6: Designing Emotionally-Engaging CEM

11:15 – 13:00

We will apply methods of understanding customer psychology online to improve website content, front-end design and customer experience. We will use the adapted FFF model (2012) of online tourism consumer behaviour to illustrate the role of emotional customer experience online. This will be adapted with specific reference to successful Cypriot, Greek, and other tourism websites for illustration.

 

Lunch Break: 13:00 – 14:00

Module 7: Branding and Content Development for Online CEM

14:00 – 15:45

Review of the basic online branding and content which is known to increase customer approval ratings. Subjects include:

  • Brand evolution online: examples of tourism brands online and offline

  • Logos and keyword integration in brand online and offline

  • Combining family names with keywords

  • Audial components (jingles)

  • Branding on social media: Facebook, LinkedIn, Google

  • Brand positioning, valuation and promise

  • Content Components for Online Tourism Branding

  • Mission – Vision – Core Values

  • Company History

  • Owner Profiles

  • Family / Generational Issues

  • Staff Profiles

  • Key Milestones

  • Key Performance Indicators

  • Corporate Social Responsibility

  • Terms of Use

  • Product Return Policies

  • Complaints

  • Shipping & Delivery Policies

  • Communications / Contact Us

  • Professional Memberships

  • Regulation Information

  • Client / Customer References & Testimonials

  • Recruitment

  • Social Media Links

  • News

Afternoon Coffee Break 15:45 – 16:00

Module 8: Branding & Online Reputation Management (ORM)

16:00- 17:30

Module 8 explores the basics of online branding and online reputation management. Subjects include:

  • Policies for dealing with complaints or criticisms on social media: Focus on Tripadvisor, Booking.com, Facebook and Google+;

  • Procedure for negative search engine result removal requests and removing offensive content from Facebook and Google, including legal take-down requests;

  • Publishing testimonials and press releases on authoritative sites; paying for press releases; continual online monitoring and keyword monitoring;

  • Setting up parallel websites or a website ecosystem to drive traffic and keyword performance;

  • Legal and malpractise issues in dealing with customer / consumer complaints.

 

Discussion and Closing

 

[1] Source:  http://www.brainsins.com/us/blog/online-travel-statistics-infographic/1745

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