case study on travel

for the travel sector

Domain/Challenges

• Travel to India dropped 25% in the first quarter of 2013

• International tourism continues robust growth

• Customer engagement contributes as a very important source in completion of tour packages

• Providing packages with best-tour at low-price

• Conserving long-term and acquiring new customers

• Constantly offering new and innovative holidays

• Differentiating your brand from me-too players

How social media is used in Travel Industry

• Creating social media campaign to support launch of new tour destinations

• Posting latest travel deals, packages and specials to fans (Especially on Facebook)

• Sharing blog posts about unique experiences and offering helpful advice

• Posting engaging videos (YouTube or Facebook)

How are they trying to reduce customer acquisition costs

• Create attractive and dynamic brand online

• Improve search engine rankings

• Offer deals and discounts to enable repeat sales

• Optimized customer targeting

What can customer engagement do for your brand?

• Building brand awareness and recall

• Drive up online sales (Likes are not sales)

• Promote different products

• Reach out to wider audience with monitoring

• Deliver better customer experience

• Build long lasting customer relationship

Let’s look at an example

India’s largest travel company listed on NASDAQ

Customer engagement via Twitter

Makemytrip provides instant responses on Twitter to customer queries and feedback. In this case, it is a query not even directed at them.

Showcasing new attraction places

Social media updates contain great content which people subscribe to, like and share with their friends.

Travel Blog - MakeMyTrip

Actively maintains a travel blog which lists down popular holiday destinations and curated places.

Mobile Applications – Trip Advisor

Maintains a very popular mobile application to make their service available at the customers fingertips.

Engaging videos on Youtube - Makemytrip

Understands the importance of videos and uses them effectively to drive marketing and branding campaigns.

Other examples

We talk about a mix of Indian and foreign companies and their innovative strategies

KLM – Real time fares on Twitter

KLM has a very innovative value added service on Twitter. Mention their account with two cities and a date. @KLMfares account responds to you with the cheapest fare and a direct link to book the flight.

Customer Complaints on Twitter - goibibo

Goibibo handles customer complaints as effectively as they would on the phone

Customer Complaints – Expedia (No replies)

No responses to customer on Facebook. Notice that this is a public post hurts the company’s brand image

Cleartrip Blog

Cleartrip also posts updates to their product on their blog. A way to keep their users informed of new features

Introducing new places - Cleartrip

Cleartrip uses Facebook to introduce new places in their trips offering. Posting captivating images attracts an audience on social networks.

Package Tour – Cleartrip

Cleartrip uses Facebook to run contests and provides incentives to customers for talking about them.

Hotel coupons in Expedia

A good way to track effectiveness of social campaigns is using coupon codes

What can you do?

Customer’s first choice for when it comes to tours, travel and holidays.

4 Step Solution

• Real-time customer engagement with customers on web channels

• Get feedback and improve packages upon analysing customers’ past travel experiences online

• Excellent crisis management by training in different situations

• Utilizing sentiment analysis to determine prioritization of comments or posts for better customer management

How can we help

Real time customer engagement. Automated!

Why muHive?

• Real-time customer engagement across all channels

• Flexible and robust to be used for all processes – branding/marketing, sales, support, feedback management

muHive Automation

Scale to hundreds of conversations. Build in minutes.

Teams, roles & moderation

capabilities

Powerful automation

To create enterprise grade

workflows

Real time analytics tailored to your

business goals.

Integration with 3rd party services

like basecamp, zendesk, salesforce

Built for the enterprise

thank you

Write to sales@muhive.com for more information or check out our website

www.muhive.com

References

• Slide 7 - https://twitter.com/makemytrip/status/344089328403771392 • Slide 8 - https://www.facebook.com/makemytrip • Slide 9 - http://blog.makemytrip.com/ • Silde 10- https://play.google.com/store/apps/details?id=com.makemytrip&hl=en • Slide 11- http://www.youtube.com/user/MakeMyTripOfficial?gl=SG&hl=en-GB • Slide 13 - http://twitter.com/KLMFares • Slide 14 - https://twitter.com/GoibiboDotCom/status/345483113947881473 • Slide 15 -

https://www.facebook.com/photo.php?fbid=10151444456752680&set=a.10150326748327680.344475.64067037679&type=1&theater

• Slide 16 - http://blog.cleartrip.com/ • Slide 18 -

https://www.facebook.com/photo.php?fbid=10151722012181153&set=a.140754906152.134784.109495541152&type=1&theater

• Slide 19 - https://www.facebook.com/photo.php?fbid=10151434368137680&set=a.10150326748327680.344475.64067037679&type=1&theater