Vision Report

The Importance Of Customer Obsession To Travel eBusiness

Competitive Strategy In The Age Of The Customer

June 22nd, 2011
HH
Henry Harteveldt
With contributor:
Douglas Roberge

Summary

As Delta Air Lines can attest, there is perhaps no industry as susceptible to empowered consumers as the travel industry. Travelers' growing use of social media, strong adoption of smartphones, and weak brand loyalty are but three of the many challenges (or are they opportunities?) that eBusiness professionals in travel must overcome if they and their firms are to be successful. To do this, travel eBusiness pros must be customer-obsessed, a mindset achieved by working to understand and anticipate travelers' needs, both stated and unarticulated. eBusiness professionals in travel must serve as the driving force within their firms to enable this evolution from channel focus to customer obsession.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.