Retail & D2C · RTL-01
Transforming Customer Experience for a Multi-Market Travel & Visa Services Company
Business challenge
A well-established travel and tourism company serving multiple GCC markets was experiencing declining customer satisfaction and increasing service complaints as its business and consultant team expanded. Customers interacted with multiple teams, channels and touchpoints across holiday and visa journeys, making it increasingly difficult to deliver a consistent experience at scale.
What we did
Mapped the end-to-end customer journey across the holiday and visa businesses, capturing customer interactions across enquiry, consultation, booking, documentation, service delivery and post-service touchpoints.
Combined Voice of Business and Voice of Customer perspectives using internal discussions, CRM information, web analytics, customer-service feedback, surveys and customer interviews.
Developed customer personas to understand differences in customer needs, expectations, behaviours and decision drivers.
Created empathy maps to identify what customers were thinking, feeling and experiencing at different stages of the journey.
Identified critical Moments of Truth where service quality, communication or responsiveness had a disproportionate impact on overall customer satisfaction.
Redesigned customer journeys across channels and touchpoints, creating more consistent experiences for customers with different requirements and behavioural patterns.
Defined service standards and ownership for key touchpoints, clarifying accountability for activities that directly influenced the customer experience.
Introduced Customer Performance Indicators (CPIs) and aligned them with business KPIs so customer experience could be monitored alongside commercial performance.
