Voice of the Customer– Citi Travel Rewards Preliminary Findings August 2013.

Voice of the Customer–Citi Travel RewardsPreliminary FindingsAugust 2013

cxloyalty.com PROPRIETARY & CONFIDENTIAL 2

Agenda

• Executive Summary

• ForeSee Survey Results

• UEGroup, Usability Testing preliminary results

• NPS

• Product Roadmap

• Timeline

• Q&A


Executive Summary

Several studies were conducted on the overall efficiency and effectiveness of the Citi ThankYou® Travel Rewards website throughout 2013 and customer feedback to date identifies likes and dislikes pertaining to the customer experience as well as areas of opportunity with regard to site performance and product offerings.

• ForeSee survey conducted May 2 – July 14, 2013 determined that approximately 1 in 5 visitors coming to thankyou.com are interested in travel rewards with nearly half of these visitors reporting they were unable to accomplish their goal on the site.

• UEGroup performed usability testing July 31 – August 2, 2013 and although test participants found the site simple and easy to use there was a common theme that reflected the lack of an overall ‘wow’ factor for the site and missed opportunities to engage the customer in booking travel including key elements such as the ability to bundle products, search nearby airports and book separate flight segments among other critical and competitive online capabilities.

• NPS

Product roadmap projects and enhancements slated for a late 2013/early 2014 implementation address site efficiencies and are intended to provide an improved customer experience which directly align with the recently gathered feedback.

Additional opportunities for improvement can be implemented on a short-order basis by focusing on fixing the basics including grammar, imagery, widget visibility and typography.


Major Findings

ForeSee• Pricing concerns/value of

points + competitive pricing• Availability of rewards• Site technical issues• Hotel descriptions• Overall content• Inability to complete

transaction• Limited or no search results

returned

UEGroup• Book air + hotel, +

car/amenity absent• Search nearby airports

absent• Seat confirmation absent• Filters hidden, difficult to use• Comparison tool lacking or

absent• Unclear if some text, images

icons were clickable or not• Sorting tools not obvious or

intuitive• Availability message not

visible• Site less appealing overall

NPS• Pricing/Competitive pricing• Value for points• Rates for car rentals• Airline availability• System Issues• Itinerary no longer available• Hotel room category not

booking• T&Cs, Cancel policy and

change fee visibility• Seats selection



Capturing the Voice of Customer

Vital Statistics

Start of Data CollectionNovember 9, 2007

Survey Placement: Browse

Reporting Period

May 2, 2013 – July 14, 2013

Surveys Completed: 1,424

Completion Percentage: 48%

Sampling ConditionsThe survey invitation presents randomly to 1.5% of visitors who view 3 or more pages of your website. When visitors accept the invitation, the survey presents when they leave the site. A persistent cookie prevents visitors from seeing the invitation again for at least 90 days.

Gathering customer feedback through visit-based survey provides insight into site and customer experience satisfaction .


Aggregate Results – Satisfaction Summary

Satisfaction drives loyalty, retention and word-of-mouth, which all drive financial success.

C.I. +/-0.9 at 90% level of confidence

How is your site doing? How does your site’s score compare with others?

Where should you focus your efforts? Why does improving Satisfaction matter?

Maximum

Average

Minimum

Customer Satisfaction

Impact on Future

Behavior Future Behaviors Score59 3.4 Likel ihood to Apply for Additional Products 44

3.3 Likel ihood to Continue Earning Points 754.5 Likel ihood to Recommend 57

1424 3.6 Likel ihood to Use Webs i te as Primary Channel 73

Number of respondents :

Overall, the Citi ThankYou® rewards site has an opportunity for improvement in both rewards offering and product browsing throughout all categories.


Key Finding

Approximately 1 in 5 visitors coming to

thankyou.com are interested in travel rewards.

Nearly half of these visitors report they

were unable to accomplish their goal on the site.

http://www.google.com/url?sa=i&rct=j&q=travel&source=images&cd=&cad=rja&docid=E_t9aOSEgrUJoM&tbnid=gVi_ynubuhv-EM:&ved=0CAUQjRw&url=http://www.controller.iastate.edu/ertutorial/&ei=I7bmUfWFH8idyQH9kIHQDw&bvm=bv.49405654,d.aWc&psig=AFQjCNHfxcmEkl_qxpTFgn0sBX3HVvvqhg&ust=1374160776883425


Key Finding: Relevant Group Reward = Travel

Sat 64 64 62 64 49 59 48 43 62

What type of reward(s) were you looking for? (Please select all that apply)

Nearly 1 in 5 visitors were looking for travel rewards. This group posts an average Satisfaction score of 62.

Aggregate, N=1,424


Segment: Travel Satisfaction Summary

Look and Feel73, 0.0

Travel Rewards

Other Top Rewards Categories: Gift Cards/Merchandise

-2

Differences of 2.4 or more points are statistically significant at 90% level of confidence.

Travel rewards site has an opportunity for improvement in site performance, product browsing and product descriptions, and value of rewards (pricing).


Segment: Travel Primary Reason

What was your primary reason for visiting the site today?

Approximately half of visitors interested in travel rewards came to the site to redeem points. Slightly more than 1 in 4 came to the site to browse rewards.

Sat 59 62


Segment: Travel Type of Travel Reward

Please tell us the type of travel reward(s) you were looking for. (Please select all that apply)

Two-thirds of visitors coming to the site for travel rewards are interested in flights. Approximately 40% of visitors are interested in hotel rewards. However, satisfaction is lower for visitors who are interested in hotels. As comments and session recordings show, part of the reason has to do with hotels and their corresponding descriptions, highlighting the reason Product Descriptions surfaces as a Top Priority Element.

Sat 65 60 60

Note: Satisfaction is displayed when N ≥30.

“Get more hotels involved. Have more information about properties.” (Sat 30. 6/7/2013)http://portal2.foreseeresults.com/adhoc/rest/replay/id/913280d9-0417-4e4a-b223-d49c0d7abc4d

Not enough information on room/bed, etc., plus your pricing is much higher than I have seen on other sites. (Sat 22, 7/8/2013)

http://portal2.foreseeresults.com/adhoc/rest/replay/id/913280d9-0417-4e4a-b223-d49c0d7abc4d




Segment: Travel Ability to Accomplish

Did you accomplish your goal on the site today?

Overall, 45% of visitors who are interested in travel rewards report they were unable to accomplish their goal during their site visit. When visitors are unable to accomplish their goal, likelihood to recommend drops substantially.

Yes NoSatisfaction 77 44 -34Likelihood to Apply for Additional Products 55 33 -22Likelihood to Continue Earning Points 86 64 -22Likelihood to Recommend 74 45 -29Likelihood to Use Website as Primary Channel 86 63 -24

Travel Rewards (N=244)

Ability to Accomplish X Type of Travel Reward


Segment: Travel Navigation Experience

Did you experience any difficulty navigating the site today (finding rewards, narrowing reward choices, etc.)?

Nearly 1/3 of visitors reported navigation difficulty. When asked about the difficulty, the top response was technical difficulties, followed by difficulties with links and sorting rewards.

How would you describe your navigation experience on this site today? (Please select all that apply)

Travel Rewards (N=244)

Travel Rewards, Experienced Navigation Difficulty (N=110)


Real Time Visitor Feedback

Prices were too high (in both dollars and in points) for the travel

redemption I was hoping for. 6/27/13

Cheaper to pay cash than use your site.

6/13/13

Searched for flights from Norfolk - to Boston; None Available! Searched

for hotel Washington DC; None Available! Searched for vacation

ideas; Nothing Offered.5/3/13

Limited hotels.6/19/13

The site froze 3 times.6/5/13

Couldn't book my ticket. Kept getting "general error" message.

5/18/13

Site wanted a return date on a one-way trip!

Site would not let me search for a hotel, only had search options for flights, when

hotels was clearly selected!!!!6/4/13

Make your travel search work!!!!!!!

6/4/13



Usability Testing

Usability testing is a technique used to evaluate a product by

testing it on users.

• Gauge general ease of use and visibility of information• Identify issues related to site flow, user expectations and booking experience

10 live usability test sessions 1 participant per session 1 hour long session per participant

Landing page assessment Air and Hotel booking Cart modification for hotel Hotel Special booking Air, Hotel, Car and Activity booking Search Post-Session Overview

WHO

WHAT


Observation Record of Tasks

• Likes/Dislikes• Overall look/feel• Information offered

• Are expectations met?• What information is missing?• User confidence• Visibility of information

• Cancellation Policy• Terms & Conditions

• Length of navigation• Number of clicks to goal• After modifying cart• Returning to landing pages

• Site flow• Filters

• What is missing• Visibility• Clarity

Test participants were presented with a live login and were prompted to openly discuss and think out loud as they explored the site. Participants were asked a specific set of questions and asked to elaborate on their actions and findings as they navigated through the booking process.


Would expect “Pending Trips” to be highlighted somewhere so I always

see my current trip progress.

Why can’t I search nearby airports? This site forces me

to look elsewhere to decipher times and price. Why aren’t the best flights

offered first?

Clean look and feel, modern and nice but layout doesn’t flow

nicely. Modifying hotels seemed behind the times,

not intuitive.

Cohort Profile Impact

Active price-conscious Gen X backcountry traveler researches destinations and uses individual hotel sites to compare packages.• Individualistic• Technologically adept• Flexible• Value work/life balance

Brand loyal, price-shopping , kayak-using Citi rewards Gen Y Millennial, researches discounts and looks for specific amenities.• Individualistic• Innovative• Creative• Value work/life balance

The hero image is too big and not relevant. The fonts are too small

and there is no text size adjustment.

Let me book my flight + hotel together. Clearly show the outbound and return flight segments and let me book them

separately.

Authoritative, kayak-savvy, expectation-seeking, comparison price shopping brand loyal active affluent Baby Boomer.• Independent• Work-Centric• Goal-Oriented• Competitive

Eva is misleading and annoying. You would

expect her to be a live chat with the headset image. I

want to close Eva.

Male, 31-35HHI $125-$150k

Female, 26-30HHI $125-$150k

Female, 46-50HHI $100-$125k


ComplimentsCommonalities

Voice of the Customer

• Ability to book combination air + hotel (+ car)

• Ability to book separate flight segments

• Search nearby airports; Flexible search dates

• Seat assignments

• Eva is misleading but keep the trip details

• Carry the trip overview throughout site

• Auto populate air details for car p/u d/o

• Dueling trip carts a possible issue

• Too random a list of featured offers

• Better utilize hero image and search

• Site is simple, easy to use

• Calendar functionality in Quick Trip Search

• Option to pay in points and cash

• Activities offered, description & information

• Payment options easy to understand

• Confidence of security of website

• Matrix view could narrow down options

• Filters and sort parameters useful

• Website is clean, straightforward

• Cross sell banners for hotel, car, activities

Test participants provided complimentary observations on several site attributes as well as expressed confidence regarding online security. Conversely, several common themes were identified as needing improvement including the inability to book combination air + hotel products, the option to search and book separate flight segments and the ability to search nearby airports.


Customer Expectations



NPS Verbatim Comments YTD

NA - no tr

avel

history

or no iss

ues found by c

all re

view or r

eview

of bookin

gs

pricing

TY pro

gram (e

xp pts,

value,

etc)

tool caused

T's &

C's (pro

gram, cx

l, etc)

transfe

rs

vendor is

sues

agen

t cau

sed seats

audio quali

tyother

sched

ule ch

ange

0%

5%

10%

15%

20%

25%

30%

35% 33%

19% 19%

15% 14%

9%7%

5%2% 2% 2% 1%

Percentage of comments by category


NPS Verbatim Comments YTD

0

10

20

30

40

50

60

60

35 35

2825

1613

104 4 3 2

Number of comments by category


pricing T's & C's (program,

cxl, etc)

tool caused transfers vendor issues

seats TY program (exp pts,

value, etc)

agent caused

schedule change

audio qualifty

NA - no travel his-tory or no

issues found by

call review or review

of bookings

other0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

19.05%

16.67%

14.29%

11.90% 11.90%

7.14% 7.14%

4.76%

2.38% 2.38% 2.38%

0.00%

NPS Verbatim Comments May 1 – June 13


Next Steps

• From usability to future initiatives• Our commitment to improve product and

ecommerce efficiencies and enhance the overall customer travel experience

• Go-forward to product roadmap• Review final reporting from UEGroup• Compare

Citi goals and priorities with product roadmap

Response due to Citi by August 16 with 2013/2014 roadmap items and timing tied to each one for Citi prioritization.


Road Map To Sustainable

Success

Flight Search Enhancements

3rd Party API

Google Maps & TripAdvisor

Destinations

ORXe Widget AuditDynamic Packaging

Cruise Sabre API

Road Map


Flight Search Enhancements

Planned enhancements integrate additional e-commerce services to improve overall deliverability and customer experience.

• Flexible Search date (+/- 1 to 3 days)*

• Search alternate airport (nearby airports)*

• Separate inbound and outbound flight selection

• Seat Map relevant to cabin configuration

• Special seating categories

• i.e. Economy Comfort on Delta

• Class of service display

• Show connecting flights

• Seat status

• Social Media

*Possible client fee assessment.


Third Party APIs

• Trapezoid mapping features

provides users with ability to

identify specific areas and zoom

in on map locations

• Hover search provides at-a-

glance hotel details

• Users can identify and locate

areas of interest on map

• Customizable to prepopulate

bank ATMs

• Relies on standard Google

maps

• Includes TripAdvisor user hotel

reviews and ratings

• Enhanced details sort option

Integrates rich content from sources such as Google Maps and TripAdvisor providing customer with enhanced planning tolls and booking confidence.


Destinations – Landing Page

Section enhancement adds new

top navigation tab, searchable

destination content and provides

customers with additional travel

planning tools.

• Destination Landing Page• Enhanced Quick Trip Search• Featured Destinations and

Customizable Best of Categories based upon travel trends such as:

• Beaches• Wineries• Ski Areas


Destinations – Specific Page

• Individual Destination Pages• Current Weather• Top Hotels• Destination overview• Top Things to Do• Top Dining Picks• User Reviews & Ratings


Destinations – Dining

• Individual Dining Pages• Specific amenities• Restaurant Contact Details• User Reviews & Ratings• Variety of Area Cuisines• Top Dining Picks• Top Hotels


Destina

tions

Activiti

es

Dining

ORXe W

idget

Audit

Dynam

ic

Pack

aging

Cruise

Sabr

e API

Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Product Roadmap – November projection

Fligh

t Sea

rch

Enhan

cem

ents

QA Testi

ng

Launch

3rd Pa

rty A

PI

Google M

aps

TripAdvis

or

90% TBD TBD TBD

ScopeLock Estimating

0

5

10

20

30

40

50

60

70

80

90

100

% C

ompl

ete

90%75%

60%

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Voice of the Customer– Citi Travel Rewards Preliminary Findings August 2013.

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