Raven helped us challenge assumptions, uncover new opportunities and create a shared understanding of our customers that influenced teams across the business.
Senior Director, eDreams ODIGEO
eDreams ODIGEO wanted to better understand the complete customer journey and identify new opportunities to create value beyond the point of purchase.
Operating across 44 countries and serving more than 21 million customers through brands including eDreams, Opodo, GoVoyages and Travellink, eDreams ODIGEO had developed a strong understanding of the booking experience.
However, much of the organisation’s focus remained concentrated around the point of purchase. Teams were optimising individual touchpoints without a shared view of how customer needs evolved from inspiration and planning through to travel and post-trip engagement.
The challenge was to understand the end-to-end travel experience, identify unmet customer needs and create a common view of the customer that could be used across the organisation.
Our approach
We designed and delivered a large-scale, multi-market research programme involving more than 50 travellers across multiple countries.
Using a combination of longitudinal and qualitative research methods, we followed customers throughout their travel journeys, capturing real experiences as they unfolded.
Working closely with stakeholders across the business, we created a detailed end-to-end customer journey map and prioritised opportunities for improvement and innovation.
The research challenged several long-held assumptions.
One of the most significant findings was that customers could not be neatly categorised into a single persona. The same traveller often displayed very different behaviours, motivations and needs depending on the type of trip they were taking, prompting a rethink of existing segmentation models.
The research also revealed that many interactions were happening at the wrong moment. For example, ancillary products such as car hire were often promoted immediately after booking when travellers were experiencing decision fatigue and were least likely to engage. In reality, many customers preferred to make these decisions much closer to departure.
Most importantly, the work uncovered significant opportunities beyond the booking experience, highlighting new ways to engage customers during inspiration, planning, whilst travelling and after returning home.
Impact
Created a shared understanding of customer needs across the organisation
Influenced product strategy and roadmap prioritisation
Informed marketing and customer engagement strategies
Led to the evolution of customer personas and segmentation
Identified new opportunities across the entire travel lifecycle
Aligned teams around a journey-centric rather than booking-centric view of the customer
By helping eDreams ODIGEO understand the complete travel experience, Raven enabled teams across the business to make better decisions and create more value throughout the customer journey.
