Group ticket - learned CX lessons

If you are a customer who books a large number of tickets, you are probably a B2B customer. But in this case, I was not. Still, in such a case, you want to feel a bit special. I book 13 tickets! That must be a good deal for the company, right? Better than 1 plane ticket, right?!
I didn't feel a thing about this whole transaction. It was difficult, process-oriented and I even felt unclear. Because, do I have the tickets or not! There is no portal where I can see if my booking was successful.

Looking at this process with my CX-glasses on, I have four ideas how to improve:

  1. Step into the shoes of your customer.
    Try booking a group ticket yourself. See how long it takes to get an offer. Experience the waiting time on the phone. Print out the offer and the contract. See how ugly it looks. Find the differences between what is written in the contract and in the e-mail.
  2. Make a shortlist of simple improvements and let a dedicated team pick it up.
    Especially the contract and communication. Add the 'warm customer feeling'. Give me, the customer, the feeling that you are happy with this 13-ticket deal. And see where you can remove ambiguities and add clarity.
  3. Align with other processes that customers are familiar with.
    Align with the convenience of individual processes, especially when it comes to booking an individual ticket. Align the terms and conditions as well. Why do I have more flexibility as an individual than a customer who has booked 13 tickets? Align and design the future. Think about the digital channels, especially if you have problems with waiting times in your customer contact centre.
  4. Share in the organisation, when it comes to customer-centred change.
    I would share this kind of example in the organisation. In the Group Ticket team, these contracts and practices are the norm. People have been working like this for years. They have 'The Curse of Knowledge'. But if you are a customer, like me, who is completely new to this, you feel trapped in the internal jargon and processes. So sharing the need for change and continuing to question daily routines is necessary for shaping a successful future when it comes to changing culture.

This is really about process improvement, but from the lens of the customer. So not just Business Process Redesign, but really stepping into my shoes (that of your ideal customer) and helping me. Customer Journey mapping is the perfect way to do this. Did you know that my colleague Barbara van Duin has a great course to learn this. I took the course myself and recommend it.

I hope everything will work out with the tickets and that my friends, daughter and mother will fly to Bologna on 20 May! Time to experience La Dolce Vita. And then the experience with the group ticket booking will probably be completely forgotten.

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