How Triptease empowers content personalisation through data and insights

Darya Vselubsky Customer Success Manager, Triptease provides insight on the future of CX, personalised content and overcoming data silos



Adam Muspratt
09/11/2019

Customer insights and analytics

Ahead of her session in CX Network Live: Customer Insights and Data Analytics, Darya Vselubsky, customer success manager at Triptease discusses how the company is measuring ROI on CX, utlising Ai and reducing organisational silos. 

CX Network: How can businesses look to impress customers by empowering content personalisation through data and insights?

Darya: Businesses can empower content personalisation by targeting the right customers for their website.

Our clients are B2B, so we’re able to provide them with easy data in our platform pertaining to their B2C customer user behaviour, which they can, personalise with messages on the website that speak directly to their customers.

At Triptease, we provide valuable data and analytics for our customers to tailor marketing campaigns based on the users we see coming to their website, and by targeting specific demographics with appropriate messages for those customers.

CX Network: In our research, we found that many CX practitioners do not consistently roll out training for employees on new analytical tools. Is this a major strategy flaw?

Darya: Definitely. It’s important to up-skill employees to adapt to new analytics tools in a uniform way, especially in the beginning. That way, teams start using the tools in the same way and can in turn, empower customers to adapt these analytics and data. That’s definitely an area of improvement, especially in the start-up world. It would be great to have this kind of uniform way of training, because in any start-up, there are always ways we can adapt the knowledge and teach each other new ways of dealing with data, but initially, it’s important to have the training.

CX Network: What would you say is the key for overcoming data silos in customer experience?

Darya: Transparency is the key to overcoming any data silos as well as listening to the customer needs. Customer success teams are crucial in this context, as they’re the glue that will connect customers to data and to product.

Product teams have an idea of customer needs and some things they can do with data. But unless there is transparent communication between the two entities, there will be miscommunication and lack of understanding which could lead to product development that’s difficult to use or unnecessary - leading to churn and product failure.

Read: How PayPal uses predictive analytics to proactively plan for customer behavior

Empowering customers to share feedback is important too, which is something I think a lot of companies struggle with because there’s not sometimes a uniform way of getting this feedback and it can be challenging to get appropriate feedback altogether.

Ultimately, customer success teams are a key component. I’m a little biased, of course! To conclude, transparency, engagement, and customer success teams are important for removing data silos.

CX Network: How can AI look to empower self-service for customers?

Darya: AI has been an interesting topic that will only get bigger, but it’s a little difficult to navigate. I think AI can empower self-service for customers because although the human element is always important, in the 21st century, customers want quick answers and quick service and instant responses which is not possible in a manual way.

Although humans seek personal connections and human interaction, we also seek instant access for information more, and that’s something that only AI has the power to provide them.

Read: Why the experience economy is key to CX success [Oracle Interview]

We always have to remember there is a fine line between AI and human touch and, in some aspects, technological advancements – there is still a long way to go. The human touch is still very welcomed and needed.

AI is just a hot topic and I’m curious to follow where it leads and where the changes will happen, especially for customer experience.  We will see the gradual growth, year-on-year.

CX Network: What advice would you give to CX practitioners looking to evidence ROI with CX investments like AI and machine learning or data analytics systems?

Darya: AI is a difficult topic, and it does require a lot of investment. At Triptease, we’ve actually developed an AI tool called Auto-Agent – which is essentially a live chat tool. We work with hotel teams to optimise and drive revenue to their websites. It speaks to customers in real time, answering questions about the property without the engagement of reservations teams. A tool like this is a costly investment.

Read: How TGI Fridays uses VOC data to build personalised VIP experiences

As long as you can demonstrate that this tool will minimise the time agents have to spend doing the same task, it becomes a huge selling feature. Although there is a big investment in the beginning, the money and time you save in the long run is invaluable.   

CX Network: Looking at the CX landscape, what CX challenges do businesses need to overcome going into 2020 to make sure they stay relevant and keep customers?

Darya: Triptease hosts a direct booking summit every year, where hoteliers from all over the world come together to discuss direct booking strategies and improving customer journeys. Last year, I got the privilege of going to DBS in Dallas. One trend many speakers were discussing was authentic experiences.

The biggest challenge is combining that authentic experience people still crave with automation, the need for instant information and the ever-changing landscape of technology.

Read: How to be a CX leader: Lessons from FedEx

How do you really make wholesome, authentic experiences but combine them with automation and instant information? That’s a huge challenge because those two elements may contradict themselves and may seem to be polar opposites.

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