I have just finished booking a trip with Lufthansa for the first time, and have to say their online booking system is really great. For a first time user, it was pretty easy to navigate and understand. Two things stood out for me as innovations that might give you inspiration for your own online operations.
[1] Make me an offer
After I booked the ticket, I was invited to make them an offer to upgrade my seat/cabin. A little slider showed a range of options from $0/no offer, to about $600. Pick the price you want, you are bidding against other passengers. An interesting approach. So naturally I put in a low-ball bid, the lowest dollar range permitted, which is likely what most will do. I really think it is an interesting use of the online auction approach that has become familiar from other e-commerce sites.
[2] Instant membership card
This seems so dead simple now that I see it, that I wonder why more organizations don't do this. Join their membership program and they instantly produce a printable PDF with your name and card number. Honestly, this simple little step was a delight, and I did indeed print it out, cut it out, and stuffed it into my passport wallet. It's like I'm already part of the family, not just with a number, but with the card too. A little reward for signing up. Yes, they still plan to mail me a plastic.
So the age of the plastic card is coming to a close, most likely, but I still thought this was a very customer-friendly innovation.
How can you offer your own customers similar ideas?
- Can you let them make you an offer on a superior product, especially if it is in limited supply?
- Can you produce something instantly instead of making people wait?
- How can you provide the tiniest rewards at each step of the way -- psychological rewards that mark progress
- Is your online process simple for first time users, even if they are used to a different system somewhere else?
I would have thought that online travel had pretty much matured, and it has. But there is still room for innovation. What tiny innovations -- in travel or elsewhere --have you noticed that are making a difference?
