In many professional sectors, bring your own device, or BYOD, is frowned upon, with legitimate fears around data security and the potential to compromise IT infrastructure when employees bring their own devices into the workplace. That’s also true within large hospitality-based businesses, but companies should not ignore the fact that their market is dedicated to a culture of BYOD. With this in mind, this should be taken into consideration when mapping the experience across all customer service touch points.
Visitors are researching, booking and paying for trips via their devices and then using those devices in a destination to explore, record, curate, review and share information with their social media communities. At times, this impacts how companies should present their customer service offerings.
Why does BYOD matter in tourism?
If your company hasn’t yet embraced the Industrial Revolution 4.0 and shifted operations to be digital-inclusive, you’re effectively losing opportunities – your market is largely engaging with their preferred companies via devices across a variety of channels – voice, chat, online, video, social media, email, etc.
If your sole contact point is voice, you might not be operating according to their preferences. In travel, this is particularly important, since customers who are on the road, perhaps even in another country, may not have the means to call your company for support. Not all travellers have access to voice calls, but they may be able to use data to call over WhatsApp or interact via another digital medium (such as chat, social media or email).
The travelling customer won’t want to spend half an hour on hold with roaming data charges or at international call rates – are you giving them the means to get in touch that isn’t leaving them out of pocket?