Creating an unforgettable customer experience

Gerrit Goedkoop, COO and Chief Customer Officer, eDreams ODIGEO

Who we are

We look to understand the ever-changing needs of consumers

Our approach and ambition

We aim to deliver customer experience at a world class level

Consumers are savvier than ever before and getting increasingly brand agnostic

There is a trend towards unbundling, yet customers want to see the market on a like for like manner

Customers are price sensitive however flexibility and convenience are valued and taken into account

What we are learning

*Source: eDreams ODIGEO customer data from the European Traveller Insights Report 2016

Brand loyalty is declining

Delivering customer experience at a world class level

Early and continuous customer involvement leads to best and most effective ideation process

We look for agility in everything we do as it holds the key to Time to Market and continuous learning Size matters and leveraging scale the right

way creates multiplications factors Quickest delivery Leveraging

development scale

Best ideation

The best ideation comes when we test our products with customersto receive instant feedback

Qualitative Survey methods

- Kano surveys across geographies- UX Lab- Eye tracking

We rapidly test and trial product features in our UX Lab on a weekly basis.

Lab in use >150 days per year with >1,800 users across many nationalities participating in testing in the past five months.

- A/B Testing- Big Data processing

Quantitative Analytical testing

- Guerrilla testing- Ethnographic observation

- Behavioural and purchase analysis- Business case constructions

Leveraging our scale to become a multiplier

Develop once, roll out globally

400 developers in 50 agile teams

The power of

5 brands 143 websites 20 languages 30 currencies

focused on a single platform covering

Organising for agility in everything we do

We have achieved this through creating more agile autonomous teams, and unrivalled scale

2-3x increase in number of A/B tests running

>70% reduction in delivery time in last twelve months

Time taken to release ideas to market

Current TargetLegacy

>70 %

Some examples of recent product releases across the customer travel journey

Free cancellationBaggage information

Recent searches

Location heatmaps

SearchInspire and plan

Order and confirm Pre-travel Travel Post-travel

Flight notifications

Destination guides

Flexible travel datesSeat map

93 mobile product features developed this

year

Compare and select

Customers are now able to see and interact with sightseeing, eating, shopping and nightlife heat map overlays to make quick and informed decisions about their hotel choices.

We launched Heat Maps for Flight + Hotel bookings

Our customers stay connected with a free Flight Notifications feature

Design note: Embed high resolution video of “Flight Status Notifications” feature, with background music.

https://drive.google.com/open?id=0B7nUfynWnf0eWVlNNXBFclZOVTA

Asamobilefirstcompany,thekeytohavinggreatproductsistoinvestingreatteams

- Apple promoted eDreams as one of the top 3 travel apps in the world

- We have a rating of 4+ stars- This wouldn’t be possible without our skilled

developers!

It’s also important to provide great places to work

Collaboration

Great Views

Huddle Space

We developed a 3-step strategy to deliver market-leading customer service…

Bringing relevant information and self-care capabilities to our customers’ fingertipsTurning self-care into customers’ preferred interaction method

Self-care

400% growth in help center visits

Increasing availability and quality of service provided by our Travel Agents

Upskilling and empowering our TAs to better up-sell and cross-sell

Assisted care

+10% Availability Rate+15% Resolution Rate

Proactively providing our customers with relevant and timely information

Providing seamless customer experience by actively addressing known issues at root cause

Proactive care

+50% reduction in customer contact rate

In summary we believe that

Great ideation and world class product development starts and ends with our customers

Scale without organising around agile multiplication factors spells: missed opportunity

An integrated 3-step service support strategy aimed at reducing customer effort best fits with our ambition to deliver a world class customer experience

Questions