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The customer experience should always be consumer centric, and take into consideration the importance and power of great design. With the fast development of digital technologies and applications, tourism organisations worldwide can use these in order to create very personalised and special experiences for their customers. However, with the number of touch points increasing that consumer have with a brand, it also becomes more complex for organisations to have and execute a coherent strategy across a variety of channels (Econsultancy 2013).

WHY IS IT IMPORTANT?

Customer experience is an area that is absolutely crucial in the digital era. Through the help of different technologies and applications, organisations now have the chance to ensure that a consistent consumer experience is delivered across all channels. Multichannel experiences are not a bonus anymore for companies to have but are actually expected by consumers for tourism brands to deliver. This is a clear change to the way in which consumers took advantage of consumer experience previously. With the help of devices such as Smartphones or tablets, consumers are now moving seamlessly from one channel to another and can also move from one device to another one without disrupting the experience.

Personalisation needs to go all the way, from ensuring that consumers have a great buying experience to looking for best prices. By increasingly using personalised consumer experiences at the core of tourism organisations, the overall success of their digital strategy can be increased. Another area that should not be overlooked as a massive opportunity from creating great consumer experiences is trust. Trust is one factor that is essential when building a relationship between consumer and tourism organization. For a company, a certain level of trust can mean having a competitive advantage from other organisations that deliver similar tourism services and products.

POOR EXPERIENCES

A lot of businesses think that a decent price for a tourism product or service does not need a great consumer experience when interacting with a brand. However, this is not the case! Consumers expect to have a great consumer experience and make their purchase decisions also based on the experience rather than the price. With companies being replaced very easily through clicking on a different website, organizations need to ensure they get the consumer experience right in a consistent and coherent way through all channels. This is essential when wanting to stay competitive in tourism. Other industries are already doing this in a very great way, ensuring excellent consumer experience, so tourism organisations can learn a lot from these industries.

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