Agents have been told they must reach into their clients’ lives and make them feel special if they want to attract them back time after time.
Consumer and shopper behaviouralist Ken Hughes told the Hays Travel Independence Group (Hays IG) conference that catering to each person’s needs would make them feel heard and seen, fostering a deeper relationship and prompting them to come back.
“Make them [customers] feel special, make them feel like there’s nobody else,” he said in his keynote speech at the Hays IG conference in Albufeira on Sunday (5 March).
Hughes said businesses needed to stop considering consumers like units, to whom they sell products through a one-size-fits-all approach. He singled out millennial and Gen Z clients, in particular, whom he said see themselves as “blue dot consumers” around whom all services must revolve.
“Customers are the world,” Hughes added. “They stand still at the centre of everything, and everything revolves around them.”
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