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06 AUGUST 2015


INNOVATION IN ONLINE TRAVEL BOOKINGS: GET INSPIRED BY LUFTHANSA


I have just finished booking a trip with Lufthansa for the first time, and have
to say their online booking system is really great. For a first time user, it
was pretty easy to navigate and understand. Two things stood out for me as
innovations that might give you inspiration for your own online operations.

[1] Make me an offer

After I booked the ticket, I was invited to make them an offer to upgrade my
seat/cabin. A little slider showed a range of options from $0/no offer, to about
$600. Pick the price you want, you are bidding against other passengers. An
interesting approach. So naturally I put in a low-ball bid, the lowest dollar
range permitted, which is likely what most will do. I really think it is an
interesting use of the online auction approach that has become familiar from
other e-commerce sites.

[2] Instant membership card

This seems so dead simple now that I see it, that I wonder why more
organizations don't do this. Join their membership program and they instantly
produce a printable PDF with your name and card number. Honestly, this simple
little step was a delight, and I did indeed print it out, cut it out, and
stuffed it into my passport wallet. It's like I'm already part of the family,
not just with a number, but with the card too. A little reward for signing up.
Yes, they still plan to mail me a plastic.

So the age of the plastic card is coming to a close, most likely, but I still
thought this was a very customer-friendly innovation.


HOW CAN YOU OFFER YOUR OWN CUSTOMERS SIMILAR IDEAS?

- Can you let them make you an offer on a superior product, especially if it is
in limited supply?

- Can you produce something instantly instead of making people wait?

- How can you provide the tiniest rewards at each step of the way --
psychological rewards that mark progress

- Is your online process simple for first time users, even if they are used to a
different system somewhere else?

I would have thought that online travel had pretty much matured, and it has. But
there is still room for innovation. What tiny innovations -- in travel or
elsewhere --have you noticed that are making a difference?

Susan Abbott in Customer Experience | Permalink | Comments (0)

Tags: Lufthansa

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