追踪顾客体验有何方？海外旅行公司靠社交媒体察言观色

他们是否喜欢旅社推荐的晚餐？孩子和长辈是否玩得开心？旅程中的哪一段体验让他们回忆满满？旅行公司和旅行供应商正使用社交媒体，追踪顾客Instagram和Facebook等社交媒发布的内容，了解顾客的旅游体验，他们期望通过这种方式更好地践行品牌承诺。

在过去的十年中，夏威夷州毛伊岛名流国际旅行社（Elite Travel International）创始人兼首席执行官史蒂西·思莫（Stacy Small）一直都通过社交媒体在追踪顾客的动态。她相信留意客人在旅程中最享受的体验和环节是非常具有前瞻性的做法。

“我在社交媒体关注了公司的绝大多数顾客（无论是散客还是公司顾客），”纽约CIRE Travel总裁埃里克·胡鲁本特（Eric Hrubant）说，“我有一些顾客是社交媒体上的意见领袖，在他们出行的时候，非常活跃。”

“我在Instagram上关注了一名客人（她也关注了我），”佛罗里达州基西米世界级旅行社（World Class Travel）旅游专家莱娅·科埃（Leila Coe）表示，“她带着她的父母、弟弟去日本旅行，她每天都在平台上更新她们的旅游体验。她的照片很棒，通过看她的状态，我仿佛也去日本旅游了。我为他们推荐了一家旅社制定这个的行程，通过他们的照片，我确信这个旅游项目让我的顾客感到非常满意。我可以一直追踪顾客的体验，也从顾客的角度‘了解’到我做的工作，以及真实的旅游场景。”

这名客人还在十二月底去到了墨西哥坎昆度假，科埃再次通过她的Instagram状态欣赏了当地的海滩和度假村美景。“我很喜欢看客人的照片和游记，特别是在我从未和绝大多数顾客见过面的情况下，他们散布在全国各地，”她说。

“我必须承认。当在社交媒体上看到顾客的状态时，我会想很多，”佛罗里达州杰克逊维尔Jordan Executive Travel Service旅社总裁马基·乔丹（Margie Jordan）表示，“我确实会检查我最重要顾客的社交媒体页面，从而更好地掌握他们的出行信息。他们是不是在别的公司那里订购服务？他们对上一次在我这里预订的服务是否满意？他们是否在其他网络平台上分享旅游体验，但是却未向我分享？”

在社交媒体上关注顾客动态也有利于更快、更好地解决旅行中的问题。“社交媒体让我们与顾客在旅程中保持紧密联系，无论他们在社交媒体上发布正面还是负面的信息，我们都能及时作出反馈，”思莫说，“我可以私下或者公开地答复他们，如果我发现了问题，我会介入其中，给合作旅馆或供应商提出改进建议，如果我收到了积极反馈，我也会转发表示感谢。”

供应商也积极参与到其中，多切斯特精选酒店集团正在旗下一些酒店中安装软件和视频终端，从而更好地捕捉顾客入住前、入住中以及入住后的旅游体验，也能够更好地理解他们的顾客“是如何完成旅行的，当我们发现顾客有特殊需求时，我们也会为他们提供高级服务，”多切斯特精选酒店集团全球顾客体验创新部主管安娜·布兰特（Ana Brant）表示，“我们期待着顾客在社交媒体上发布自己的旅游信息，例如顾客在周年纪念日入住酒店，那么我们可能会在他们的晚餐后送上特供的小点心。”

顾客对此反应十分积极，许多客人都会在社交媒体上给出反馈，并且@多切斯特精选酒店集团。“我们的员工都为公司在社交媒体上获得巨大成功感到欢欣鼓舞，”布兰特说。

胡鲁本特表示：“我很愿意看到顾客的旅游体验，如果我看到他们发布了一些负面内容，我可以联系他们，或者给酒店打电话，及时解决问题。”

社交媒体也让旅行社有机会更加深入地了解顾客在旅行之外的生活，这也其提供了增进顾客忠诚度的可能性。

乔丹表示，她曾使用一款客户关系管理工具“对一名顾客的社交媒体页面和状态进行分析。结果相当惊人。我能在他们的生日和周年纪念日的时候向他们送上祝福。我还能了解他们喜欢什么东西，为我送他们礼物提供了重要参考，我还能知道他们最近在讨论那几间餐厅，他们最近痴迷于什么东西。如果是一名新客人，我会通过这种方式来细致地了解他们。你可以在上面看到客人的生活轨迹，或是心爱的人结婚，或是亲人过世了，或是家人生宝宝了，还可以了解他们喜欢什么，他们不喜欢什么。”

任何互动机会都有助于旅行社的品牌价值深入人心，从而使得旅社业务进一步拓展，胡鲁本特说。“作为旅游专业人士，让社会大众了解我们的工作内容以及我们能为他们带去的价值，是我们的使命。与现有的顾客、酒店和目的地旅游专家进行互动，是实现这一目的的绝佳方式。”

思莫也认可这个观点：“当旅行一切顺利时，绝大多数游客都会在社交媒体上不断分享旅行体验。他们会@我，这在未来也会给其他朋友提供参考。”

本文来自Travel Market Report，作者Richard D'Ambrosio。

Do they like the dinner recommended by the hotel? Do children and elders have fun? Which experience of the journey makes them full of memories? Travel Company and travel providers are using social media tracking, customer Instagram and Facebook and other social media to publish content, understand the customer's travel experience, they hope that through this way to better practice the brand promise.

In the past ten years, Hawaii, Maui celebrities International Travel Agency (Elite Travel International) founder and CEO Steve · (Stacy Small); Si Mo has been through the dynamic social media in customer tracking. She believes it is a very forward-looking approach to keep an eye on the experiences and links that guests enjoy most during the trip.

“ I am concerned about the vast majority of customers in social media (whether individual or corporate customers), ” New York CIRE Travel President Eric · Heru Bent (Eric Hrubant) said, “ I have some customers on social media opinion leaders, when they travel, very active. ”

“ I am concerned about a guest on Instagram (she also looked at me), ” Florida, Kissimmee International Travel Agency (World Class Travel) travel expert Leia · (Leila Coe) COE said, “ she brought with her parents and brother go on this trip, she every day on the platform update their travel experience. Her pictures were great. I looked at her as if she were traveling to japan. I recommend a hotel for them to make this trip. Through their photos, I'm sure this tour will satisfy my customers. I can keep track of the customer experience, and also from the customer's point of view; ‘ understanding ’ to the work I do, and the real travel scene. ”

The guest is in the end of December to go to Mexico on vacation in Cancun, COE again through her Instagram status to enjoy the local beach resort and beauty. &ldquo: I love to see pictures of guests and travels, especially when I've never met with most of the customers, and they're spread all over the country, &rdquo, "she says.

“ I must confess. When you see the status of the customer in social media, I would think a lot of ” Florida Jacksonville Jordan Executive Travel Service President · Jordan Markey hotel; (Margie Jordan) said, “ I will check the social media pages of my most important customers, so as to better grasp their travel information. Do they order from other companies? Are they satisfied with the service they booked last time? Did they share the experience of travel on other Internet platforms, but they didn't share it with me? ”

Focusing on customer dynamics in social media is also helping to solve travel problems faster and better. “ social media let us with the customer in the journey to maintain close contact and whether they released positive or negative information on social media, we can timely feedback, ” Si Mo said, “ I can privately or publicly reply to them, if I found a problem, I will intervene to cooperation hotel or supplier recommendations for improvement, if I received positive feedback, I will thank you forward. ”

The supplier is also actively involved in the installation of software and video terminal Dorchester hotel group is under some of the hotel, in order to better capture the customer before check-in, check-in and after the arrival of the tourism experience, also can better understand their customers “ how to complete the trip, when we found the customer's special requirements and we will also provide advanced services, &rdquo for them; Dorchester Hotel Group's global customer experience innovation department director Anna · Brant (Ana Brant) said, “ we are looking forward to the customer to publish their own travel information in social media, such as the customer on the anniversary of the Check Inn Hotel, then we may be special in their after dinner on the snack. ”

Customers are very positive about this, many guests will give feedback on social media, and @ Dorchester Select Hotel group. &ldquo: our employees are elated by the company's great success in social media, &rdquo, "Brant said.

"&ldquo," said Heru Bent. "I'd love to see the tourist experience, and if I see them releasing something negative, I can contact them, or call the hotel and fix the problem in time.". ”

Social media also gives travel agents the opportunity to gain a better understanding of customers' lives outside of travel, which provides the possibility of enhancing customer loyalty.

Jordan says she used &ldquo, a customer relationship management tool, to analyze the social media pages and status of a customer. The results were quite alarming. I can send them blessings on their birthdays and anniversaries. I can also find out what they like and provide an important reference for me to give them presents, and I also know that they've been talking about those restaurants lately, what they've been crazy about lately. If it's a new guest, I'll try to understand them in this way. You can see the guest's life path, or the beloved person's marriage, or the death of relatives, or the family's baby, and what they like and what they don't like. ”

Any opportunity to interact will help to promote the brand value of the travel agency, so that the hotel business is further expanded, Hu said Rubent. &ldquo, as a travel professional, it is our mission for the community to understand the content of our work and the value we can bring to them. Interacting with existing customers, hotels, and destination travel experts is a great way to accomplish this. ”

Nor does he accept the idea: &ldquo, when travel goes well, most tourists share the experience of travel in social media. They will call me, which will provide references to other friends in the future. ”

This article comes from Travel Market Report, author Richard D' Ambrosio.