About Customer Centric .. a controversial post A little thought that has nothing to do with telecommunications: but companies understand the concept of Customer Centric or is it just a way of saying that "it is fashionable? This reflection arises from my last and unsuccessful attempts to book a holiday online for the Christmas period, titanic enterprise with the means currently available on the Web Oh yes, because, although tourism should be one of the areas most benefited from new technologies, practice the various specific sites appear to be set on purpose in order to make it virtually impossible to book a holiday that is not "a double room for two adults." First things first:
- they expect a customer to book a holiday? I tell you what I would expect myself, or who ask me how many adults, quanti bambini, durata, periodo e destinazione (o tipo di vacanza, che so, mare o neve) orientativi. Fare click ed avere delle proposte. That's all. Se ci aggiungiamo un po' di intelligenza in piú (ma giá é quasi fantascienza vista l'attuale situazione) si potrebbe aggregare un sistema di "suggerimenti" stile Amazon (tipo: i Clienti come te hanno scelto il Club vattelapesca di Madonna di Campiglio.. ti interessa ?)
- Che propongono invece i siti dei maggiori operatori del settore ? Vediamo:
- Prima di tutto é complicatissimo dire, ad esempio che vuoi andare a sciare oppure al mare.
- Invece di chiederti quanti adulti e quanti bambini e proporti a solution, they ask you first of all what kind of rooms do you want (double, triple, etc...) But this, ladies and gentlemen, I'll have to tell you! But I how do I know the structure that I was proposing how is it organized in terms of rooms? And you put it, for example, a double and a triple click and the message is out "on the whole there are no triple rooms! So why am I asked what I want if they do not exist?
- If we want to organize a holiday with a 'atypical (in my case 2 adults and 4 children) it becomes impossible. But it would also be easy, a double a quadruple or more 3 doubles. But no, because these combinations simply do not exist, because in the double there must be an adult, and adults are here 2 and 3 ! Then do the double for a child and an adult and four times for the other adult and children 3 remaining: but no! There is not even this combination. Mission impossible.
- to switch to the period: they ask you the exact date of the holiday! So all you fill the form, then press click to read "there is no availability on the day chosen" or "do not exist viaggi in questa data". E ricominciamo da capo con un'altra data precisa, reinserendo ovviamente tutti i dati, per n volte (altrimenti sarebbe troppo facile)
- Dulcis in fundo, i bambini: in alcuni siti mi hanno fatto inserire la data di nascita di tutti e quattro prima ancora di poter capire se ci fosse qualcosa di interessante in offerta ! Ma vi sembra ragionevole ? Non é piú semplice chiedere l'etá, o, ancora meglio, se sono sotto o sopra ai 12 anni ? Capisco che viaggiare con 4 bambini non é cosa molto comune, ma possibile che il mondo del turismo non prenda in considerazione i viaggi familiari ?
Insomma, per farla breve, is all set to "download" on the client company behind the complexity. That is exactly the opposite of the concept of Customer Centric: many (too many) times the companies are Company Centric. Client side result: frustration and temptation not to buy anything .. Dear
tour operators, I understand that you think in terms of double or triple, but not the customer, the customer just wants to go on holiday and that those who want to sell a service to propose solutions and not problems. Beautiful virtual tour of the village, the movie where everybody has fun doing gymnastics in the pool or skiing on perfectly prepared runs happily, I like the product: please put me in a position to buy it ??? Grazie
