American Express Global Business Travel (GBT) recently launched a travel management platform which it claims provides personalised service with an understanding of “unique traveller preferences”.
To discuss the new platform as well as customer service issues in corporate travel and the importance of personalisation, BBT caught up with GBT’s senior VP for global service delivery, Joanna Macleod.
Can you explain a bit about First and what it can offer business travellers?
Our customers are constantly on the move, some travelling up to 40 times a year or more. These travellers want 24/7 access to dedicated travel counsellors who really know them.
It provides access to a single, dedicated team of deeply experienced travel specialists who are available any day, any time, no matter where the traveller is located, and who can take all those unique traveller preferences into account without ever having to ask the same question twice.
Customer service is clearly a main focus point for GBT, do you feel it carrier greater importance in business travel over other sectors?
I’ve been in a number of industries and the customer service business for well over 10 years now and I suppose what I see different is a real demand for a ‘high touch’ service – so travellers want that personal and emotional connection.
I think it’s emotional because either our clients are going to a business meeting or event or they’re trying to get home to their family and friends. And so If they get disrupted or something goes wrong it makes a massive difference... We’ve all been there, Friday night and something goes wrong and you can’t get home and so you want someone to be there and understand your needs and that’s what First is all about.
I think there’s an increasing expectation for very high-quality and consistent service. And the consumer has increasing demands, immediate attention.
What I have concluded is that the key thing that makes the difference is the emotional connection between our travel consultants and traveller, and that person needs to feel well-respected and cared for.
Is getting the right customer service more important than it used to be?
I don’t think it’s got more important but it is something I noticed when I first came into the industry. Travellers want a very seamless service and of course there will be disruptions such as cancellations but when this occurs it’s about how quickly you respond to the travellers’ needs. And with a business traveller receiving such good service from many places on their trip it’s essential they get it from their TMC.
Why has there been a call for more personalisation in corporate travel? And why do travellers want it?
We are all getting personalised services in every aspect of our lives - Amazon has been doing it for years.
So it’s important to try and deliver that personalisation so travellers get it in their corporate life as well. So we must make sure we know everything about that person to make their trip as easy as possible, so things from seat preferences to favourite movies.
What does First offer that other TMCs don’t?
This is focused on C-level execs as well as your road warrior, so what we’ve done is when they first sign up we do an interview process to get a sense of everything they require, so most travelled routes, dining preferences etc. And we can also focus on things they like to do on a business trip and what’s important to them, so if it’s going out for a morning run we find them hotels close to a park.
What would be the benefit to the buyer for having First?
It would be 2 things – first around the care and satisfaction of their most frequent travellers, and their c-level execs. As well as the whole safety and security piece, so they have peace of mind that they will be looked after.
The exciting thing about our joint venture is that we have received an injection of $900 million as a result of the transaction– so as needs are changing we can better provide the services our clients require.
American Express Global Business Travel division is now 50% owned by American Express with the other half of the joint venture being controlled by Certares.