Case study 1:
Addressing Customer Grievances with a Data-Driven Approach
This case study highlights the importance of clear communication, meticulous planning, and
robust customer service protocols within the travel agency domain.
Problem 1: Delayed Notification of Nyepi Day
1. Root Cause Analysis: Identify the data gap that led to the late notification. Was it a
lack of integration with a national holiday database, a human error in itinerary
creation, or a communication breakdown within the team?
2. Risk Management: Implement a Knowledge Management System (KMS) to store
and share critical information about regional holidays and events that might impact
travel plans. This ensures all team members have access to this crucial data during the
itinerary building process.
3. Proactive Communication: Develop a Customer Relationship Management
(CRM) strategy that emphasizes proactive communication. Set automated triggers or
calendar reminders to alert travel agents well in advance of significant holidays or
events that could disrupt itineraries.
4. Customer Satisfaction (CSAT) Measurement: Implement a CSAT survey to gauge
the customer's experience after the incident. Gather feedback on their level of
dissatisfaction and tailor a personalized recovery plan that addresses their specific
concerns. This could include offering a discount on a future booking or providing a
complimentary service.
Problem 2: Responsible Team Member Action Plan
1. Incident Response Protocol: Establish a clear Incident Response Protocol for
handling customer grievances. This protocol should outline the steps for immediate
communication with the customer, internal investigation, and resolution planning.
2. Data-Driven Decision Making: Utilize sentiment analysis tools to understand the
emotional tone of the customer's emails. Use this data to tailor your communication
style and ensure a genuine apology is conveyed.
3. Root Cause Identification: Conduct a root cause analysis to pinpoint the exact
reason for the missed booking. This might involve reviewing internal communication
logs, task management software entries, or individual team member performance data.
4. Continuous Improvement: Based on the root cause analysis, implement process
improvements to prevent similar occurrences. This could involve additional training
for team members, improved communication protocols, or automation of specific
tasks within the booking process.
Problem 3: Missed Inclusions: Floating Breakfast and Honeymoon Package
1. Service Level Agreement (SLA) Review: Revise internal Service Level
Agreements (SLAs) to explicitly define the booking process and ensure all requested
services are captured accurately.
2. Order Management System (OMS) Optimization: Evaluate the Order Management
System (OMS) used for booking travel arrangements. Consider implementing
additional validation checks or mandatory fields to ensure all inclusions, like floating
breakfasts or honeymoon packages, are explicitly selected during the booking process.
3. Customer Recovery Plan: Develop a comprehensive Customer Recovery Plan
specifically for missed inclusions. This plan should outline various options for
compensation, such as complimentary upgrades, additional services, or partial
refunds. The focus should be on exceeding customer expectations and restoring trust.
Conclusion
By adopting a data-driven approach that combines proactive risk management, clear
communication protocols, and robust customer service practices, the travel agency can
significantly improve its efficiency and ensure a positive customer experience.
Mistakes Identified in Email Communication (Case Study 2:
Oversight in Booking – Gondola ride in Gulmarg, Kashmir)
This email thread from February 29, 2024, to March 7, 2024, reveals several shortcomings in
communication between the travel agent (TravClan) and the client (Amy) regarding a trip to
Kashmir. Here's a breakdown of key mistakes:
1. Asynchronous Communication Delays: There's a significant lag in TravClan's
response to Amy's inquiries. This is evident throughout the email chain, with Amy
repeatedly requesting confirmation and updates that take hours or even days to
receive. Such delays can be categorized as a failure to implement real-time
communication channels or establish clear Service Level Agreements (SLAs) for
response times.
2. Information Silos & Internal Communication Lapses: The email thread suggests a
lack of internal communication within TravClan. Amy raises concerns about the
child's gondola ticket (mentioned on February 29th) but the on-ground team seems
unaware (evident from March 4th emails). This indicates a potential issue with
information silos within the organization, preventing crucial details from reaching
the relevant personnel.
3. Reactive Problem-Solving vs. Proactive Approach: TravClan's approach to issues
seems reactive rather than proactive. For instance, they only attempt to secure the
child's gondola ticket after Amy escalates the issue on March 4th, despite knowing it
was a requirement from the initial booking (February 29th). Implementing a
predictive analytics system could have helped anticipate potential challenges like
limited gondola ticket availability during peak season.
Areas for Improvement in Communication
Based on the identified mistakes, here are some areas where TravClan could enhance their
communication strategy:
1. Omnichannel Communication Strategy: TravClan should adopt a multi-channel
approach that incorporates email, phone calls, instant messaging apps, or even a
dedicated travel app. This allows clients to choose their preferred communication
method and ensures faster response times.
2. Automated Communication Workflows: Utilizing email autoresponders or chatbots
can acknowledge client inquiries promptly and provide basic information while
human agents handle more complex issues. Implementing Customer Relationship
Management (CRM) software can further streamline communication and
information sharing within the organization.
3. Transparency and Clear Expectations: TravClan should set clear expectations
regarding response times and communication protocols. This can be achieved through
documented SLAs displayed on their website or communicated during the booking
process.
4. Proactive Updates and Issue Resolution: Training staff to anticipate potential
problems and proactively address them would significantly improve the client
experience. Additionally, leveraging data analytics to monitor booking details and
resource availability can help them identify potential issues like limited gondola
tickets and address them in advance.
