This is the third and final part of our series on a future perspective on frictionless travel. We explore the increasing use of AI (artificial intelligence) and its potential to disrupt the current travel model status quo. We need to now look at what change is needed and how the use of AI can assist stakeholders to use travel data.
“Don’t track me” BUT I want personalized and contextual content! But the problem is:
- Customer mobile is viewed as an actuator for ad driven business model
- Supplier/vendor personalization (if any) is NOT customer-centric
- Passenger regards unwanted messages as ‘SPAM’
- Relevancy = Time + Location + “Context”
- Context is ‘what I’m interested in right now’
At its core, the customer relationship is based on one overriding factor, that of ‘trusted brand’. Customers interpret ‘trust’ to mean: ‘What’s in it for me? What value do I get?’ Our service is anchored by the “creation of value”, as defined by the customer. “Value creation is the process of building unique customer experiences” and it’s critical to remember that the only person who determines value is the customer.
Essentially, the better you understand your customer, the better the chance you have to meet their needs. When you are able to meet their needs, you become a ‘trusted source’ able to provide ‘value’.
Unfortunately, AI has limited capability to operate across the travel service provider data silos. The reason being these data silos are discontinuous and inaccessible. Inaccessible, in that, customer privacy is of paramount importance and the data is ONLY for use to provide the specific travel service – no other.
To facilitate better customer experience, two elements are needed – a common customer owned database (CODB) and an integrated AI capability. Customer data are stored in a secure CODB (customer-owned database) and accessible only at the specific permission of the customer. The customer ‘owns’ their own data – meaning they can change, add or delete any or all their data.
An integrated AI (artificial intelligence) capability engages directly with customers. The data includes travel itineraries and their various dependencies, and specific preferences for goods and services. Any travel service provider ‘offer’ can be made available during the customer’s travel in the appropriate TLC (time-location-context). Context is the exclusive and sole domain of the customer.
Travel is NOT seamless. In fact, the traveler’s journey is made up of many transitions between transportation modes. Traveler frustration comes from the fact that travel is NOT seamless. Our perspective is that frictionless travel may, in part, be solved by the use of AI.