Unfolding before us is the concept of access to all products, across all channels, anytime. A key to customer experience success is finding the balance between product ubiquity and consumer value, so how do we arrive at that balance, particularly in the Loyalty space?
To some vendors in the loyalty space, the prospect of complete ubiquity may be the Holy Grail. Soon enough, you may find yourself ordering food storage containers from your IOT connected refrigerator, and earning bonus miles for it.
But to others, the idea of "everything, everywhere, all the time" may be as realistic as a desert mirage. Some products just aren’t even well-suited for the omnichannel distribution model, let alone total ubiquity, yet they contribute value to the customer experience and should maintain a place in the loyalty future.
If a key to CX success is finding the balance between product ubiquity and consumer value, how do we arrive at that balance?
The challenge starts at the level of product definition, and extends to consumer expectations of that product. For certain products important to the customer experience, the proposition of ubiquitous availability means considerable investments in technology, operational processes and ongoing maintenance that may not yield sufficient return.
Let's consider Travel products — flights, cars, hotels, cruises, tours, activities, and custom vacations. Why? Travel is a particularly interesting case study in that it faces considerable challenges in the omnichannel distribution model (and has for years!), yet offers so many opportunities to enhance the customer experience.
While many consider the Travel space a leader in terms of making complex transactions possible in an online environment, not every product is well-positioned to become ubiquitously consumed in this omnichannel future. The human touch of an experienced travel professional is still in demand and preferred by consumers for many transactions. To quote a wise colleague, "Travel is both cutting edge and ancient at the same time."
For example, while flight booking has evolved to a relatively ubiquitous self-service product, products like cruises and tours are evolving differently and may never be similarly adopted by consumers.
The functionality to book a flight online has matured to the point where consumers have well-established expectations of researching, booking, and maintaining their air bookings. Though it is one of the more complex products to book online (especially on mobile devices), it is by far the most transacted across all device types in the Travel loyalty space. This is due in part to the many investments made by suppliers and distributors in evolving the booking engines for the product, and this has shaped consumer expectations. Significant expansion in capabilities for online, mobile, and voice interaction are serving to further propel flights into "ubiquitous" status.
In contrast, Travel products like cruises or tours are evolving as vehicles more for consumer research than for self-service booking. While improvements in systems for consumer reviews are helping inspire buyer confidence, consumer adoption of online booking functionality remains a hill to climb. These products are complex enough that consumers prefer to rely on the expertise of a travel professional when booking. It's important products like these that sit on the outskirts of the omnichannel model.
When considering product ubiquity, some of the factors that distinguish some products from others include:
The suggestion here is not that a product must pass all three of the above tests to be suitable for ubiquity, but that a more strategic approach to multi-channel distribution may yield better results for the business and the consumer alike.
Distribution strategy is key to capitalizing on the "ubiquity opportunity." Organizations need to consider not only today's model but need to give thought to where consumers buy, what consumers expect on their CX journey, and how products may evolve over time.
The distribution strategy should include an assessment of consumer expectations (and the tools consumers need) at various points on the decision-making / buying / post-purchase timeline. This consideration is yet another driver of the ROI discussion: do all distribution channels for access need to be maintained through the whole CX journey, or is the investment better spent in reducing friction only at key points?
For example, according to Expedia, over 80% of Travel Activities (i.e. "things to do in Rome") are booked immediately prior to, or during, the vacation stay. Implementation of personalization features — like offering recommended activities as a cross-sell to a flight or hotel booking — can help enhance the customer experience and at least stimulate some thought on the Travel Activities product. But perhaps an even more effective channel for recommending these products is in a touchpoint email just days before travel begins, or by providing travelers with a native app-based portal to consume additional information during their travel — information like restaurants or points of interest, or to purchase activities like city tours.
Product evolution also plays an important role in the distribution strategy. As product features or characteristics change, so may the approach to different distribution channels.
The availability of mobile-only hotel pricing is a perfect example of a product adaptation that begs for a distinct user experience in the mobile booking channel versus the desktop channel (or the offline booking channel). Here, the mobile user looking to book a close-in stay has come to expect discounted, last-minute inventory; in contrast, the desktop user may be looking for hotel deals 30 days from today and has considerably more time and space to research.
Another prime example of an evolving product is flights. Although there has always been price complexity in air travel, just a few years ago the variations in the product were pretty well understood by consumers: a choice of first class, business class, economy and premium economy seating. With the introduction of new, no-frills economy permutations, seats in an aircraft may come with different attributes (seat style, bag allowance, etc.), and it's now possible for consumers to redeem for upgrades and ancillaries from within the loyalty platform rather than purchasing them directly from the airline. Though this provides an unprecedented level of consumer control over the travel experience, it also poses challenges in communicating the new depth of the offering in certain channels.
The concept of ubiquitous access to products presents an attractive future for e-commerce, but not if at the expense of the customer experience. The elimination of products not suitable for ubiquity, or attempts to force certain less-suitable products into the ubiquity model, will only serve to erode consumer satisfaction and, in turn, loyalty. Being thoughtful about your products and how your customers consume those products will lead to the right blend of product ubiquity, consumer value and, in turn, loyalty to your brand.
Custom web development for e-commerce, lead generation, branding and more!
Grab the Brass Ring.
Net yet a client? Get a FREE, no-strings-attached consultation.
Last updated: May 1, 2022
Please read these Terms and Conditions (“Terms”, “Terms and Conditions”) carefully before using the https://www.brassringconsult.com website (the “Service”) operated by Brass Ring Group, LLC (“us”, “we”, or “our”).
Your access to and use of the Service is conditioned upon your acceptance of and compliance with these Terms. These Terms apply to all visitors, users and others who wish to access or use the Service.
By accessing or using the Service you agree to be bound by these Terms. If you disagree with any part of the terms then you do not have permission to access the Service.
If you wish to purchase any product or service made available through the Service (“Purchase”), you may be asked to supply certain information relevant to your Purchase including, without limitation, your credit card number, the expiration date of your credit card, your billing address, and your shipping information.
You represent and warrant that: (i) you have the legal right to use any credit card(s) or other payment method(s) in connection with any Purchase; and that (ii) the information you supply to us is true, correct and complete.
We reserve the right to refuse or cancel your order at any time for reasons including but not limited to: product or service availability, errors in the description or price of the product or service, error in your order or other reasons.
We reserve the right to refuse or cancel your order if fraud or an unauthorized or illegal transaction is suspected.
We are constantly updating product and service offerings on the Service. We may experience delays in updating information on the Service and in our advertising on other web sites. The information found on the Service may contain errors or inaccuracies and may not be complete or current. Products or services may be mispriced, described inaccurately, or unavailable on the Service and we cannot guarantee the accuracy or completeness of any information found on the Service.
We therefore reserve the right to change or update information and to correct errors, inaccuracies, or omissions at any time without prior notice.
The Service and its original content, features and functionality are and will remain the exclusive property of Brass Ring Group, LLC and its licensors. The Service is protected by copyright, trademark, and other laws of both the United States and foreign countries. Our trademarks and trade dress may not be used in connection with any product or service without the prior written consent of Brass Ring Group, LLC.
Our Service may contain links to third party web sites or services that are not owned or controlled by Brass Ring Group, LLC.
Brass Ring Group, LLC has no control over, and assumes no responsibility for the content, privacy policies, or practices of any third party web sites or services. We do not warrant the offerings of any of these entities/individuals or their websites.
You acknowledge and agree that Brass Ring Group, LLC shall not be responsible or liable, directly or indirectly, for any damage or loss caused or alleged to be caused by or in connection with use of or reliance on any such content, goods or services available on or through any such third party web sites or services.
We strongly advise you to read the terms and conditions and privacy policies of any third party web sites or services that you visit.
You agree to defend, indemnify and hold harmless Brass Ring Group, LLC and its licensee and licensors, and their employees, contractors, agents, officers and directors, from and against any and all claims, damages, obligations, losses, liabilities, costs or debt, and expenses (including but not limited to attorney’s fees), resulting from or arising out of a) your use and access of the Service, or b) a breach of these Terms.
In no event shall Brass Ring Group, LLC, nor its directors, employees, partners, agents, suppliers, or affiliates, be liable for any indirect, incidental, special, consequential or punitive damages, including without limitation, loss of profits, data, use, goodwill, or other intangible losses, resulting from (i) your access to or use of or inability to access or use the Service; (ii) any conduct or content of any third party on the Service; (iii) any content obtained from the Service; and (iv) unauthorized access, use or alteration of your transmissions or content, whether based on warranty, contract, tort (including negligence) or any other legal theory, whether or not we have been informed of the possibility of such damage, and even if a remedy set forth herein is found to have failed of its essential purpose.
Your use of the Service is at your sole risk. The Service is provided on an “AS IS” and “AS AVAILABLE” basis. The Service is provided without warranties of any kind, whether express or implied, including, but not limited to, implied warranties of merchantability, fitness for a particular purpose, non-infringement or course of performance.
Brass Ring Group, LLC its subsidiaries, affiliates, and its licensors do not warrant that a) the Service will function uninterrupted, secure or available at any particular time or location; b) any errors or defects will be corrected; c) the Service is free of viruses or other harmful components; or d) the results of using the Service will meet your requirements.
Some jurisdictions do not allow the exclusion of certain warranties or the exclusion or limitation of liability for consequential or incidental damages, so the limitations above may not apply to you.
These Terms shall be governed and construed in accordance with the laws of California, United States, without regard to its conflict of law provisions.
Our failure to enforce any right or provision of these Terms will not be considered a waiver of those rights. If any provision of these Terms is held to be invalid or unenforceable by a court, the remaining provisions of these Terms will remain in effect. These Terms constitute the entire agreement between us regarding our Service, and supersede and replace any prior agreements we might have had between us regarding the Service.
We reserve the right, at our sole discretion, to modify or replace these Terms at any time. If a revision is material we will provide at least 30 days notice prior to any new terms taking effect. What constitutes a material change will be determined at our sole discretion.
By continuing to access or use our Service after any revisions become effective, you agree to be bound by the revised terms. If you do not agree to the new terms, you are no longer authorized to use the Service.
If you have any questions about these Terms and Conditions, please contact us:
Effective date: May 1, 2022
Brass Ring Group, LLC (“us”, “we”, or “our”) operates the https://www.brassringconsult.com website (hereinafter referred to as the “Service”).
This page informs you of our policies regarding the collection, use and disclosure of personal data when you use our Service and the choices you have associated with that data.
Service is the https://www.brassringconsult.com website operated by Brass Ring Group, LLC.
Personal Data means data about a living individual who can be identified from those data (or from those and other information either in our possession or likely to come into our possession).
Usage Data is data collected automatically either generated by the use of the Service or from the Service infrastructure itself (for example, the duration of a page visit).
Cookies are small files stored on your device (computer or mobile device).
Data Controller means the natural or legal person who (either alone or jointly or in common with other persons) determines the purposes for which and the manner in which any personal information are, or are to be, processed.
Data Processors (or Service Providers)
Data Processor (or Service Provider) means any natural or legal person who processes the data on behalf of the Data Controller.
We may use the services of various Service Providers in order to process your data more effectively.
Data Subject (or User)
Data Subject is any living individual who is using our Service and is the subject of Personal Data.
We collect several different types of information for various purposes to provide and improve our Service to you.
While using our Service, we may ask you to provide us with certain personally identifiable information that can be used to contact or identify you (“Personal Data”). Personally identifiable information may include, but is not limited to:
We may use your Personal Data to contact you with newsletters, marketing or promotional materials and other information that may be of interest to you. You may opt out of receiving any, or all, of these communications from us by following the unsubscribe link or instructions provided in any email we send or by contacting us.
We may also collect information on how the Service is accessed and used (“Usage Data”). This Usage Data may include information such as your computer’s Internet Protocol address (e.g. IP address), browser type, browser version, the pages of our Service that you visit, the time and date of your visit, the time spent on those pages, unique device identifiers and other diagnostic data.
Cookies are files with a small amount of data which may include an anonymous unique identifier. Cookies are sent to your browser from a website and stored on your device. Other tracking technologies are also used such as beacons, tags and scripts to collect and track information and to improve and analyze our Service.
Cookies can be “persistent” or “session” cookies. Persistent cookies remain on your personal computer or mobile device when you go offline, while session cookies are deleted as soon as you close your web browser.
You can instruct your browser to refuse all cookies or to indicate when a cookie is being sent. However, if you do not accept cookies, you may not be able to use some portions of our Service.
Examples of Cookies we use:
Brass Ring Group, LLC uses the collected data for various purposes:
When you use and access the Service, we may place a number of cookies files in your web browser.
We use both session and persistent cookies on the Service and we use different types of cookies to run the Service:
In addition to our own cookies, we may also use various third-parties’ cookies to report usage statistics of the Service, deliver advertisements on and through the Service, and so on.
Please note, however, that if you delete cookies or refuse to accept them, you might not be able to use all of the features we offer, you may not be able to store your preferences, and some of our pages might not display properly.
You can learn more about cookies and the following third-party websites:
Brass Ring Group, LLC may process your Personal Data because:
Brass Ring Group, LLC will also retain Usage Data for internal analysis purposes. Usage Data is generally retained for a shorter period of time, except when this data is used to strengthen the security or to improve the functionality of our Service, or we are legally obligated to retain this data for longer periods.
Your information, including Personal Data, may be transferred to — and maintained on — computers located outside of your state, province, country or other governmental jurisdiction where the data protection laws may differ from those of your jurisdiction.
If you are located outside United States and choose to provide information to us, please note that we transfer the data, including Personal Data, to United States and process it there.
Under certain circumstances, Brass Ring Group, LLC may be required to disclose your Personal Data if required to do so by law or in response to valid requests by public authorities (e.g. a court or a government agency).
Brass Ring Group, LLC may disclose your Personal Data in the good faith belief that such action is necessary to:
The security of your data is important to us but remember that no method of transmission over the Internet or method of electronic storage is 100% secure. While we strive to use commercially acceptable means to protect your Personal Data, we cannot guarantee its absolute security.
Some browsers give individuals the ability to communicate that they wish not to be tracked while browsing on the Internet. California law requires that we disclose to users how we treat do-not-track requests. The Internet industry has not yet agreed on a definition of what “Do Not Track” means, how compliance with “Do Not Track” would be measured or evaluated, or a common approach to responding to a “Do Not Track” signal. Due to the lack of guidance, we have not yet implemented features that would recognize or respond to browser-initiated Do Not Track signals in response to California law.
If you are a resident of the European Economic Area (EEA), you have certain data protection rights. Brass Ring Group, LLC aims to take reasonable steps to allow you to correct, amend, delete or limit the use of your Personal Data.
If you wish to be informed about what Personal Data we hold about you and if you want it to be removed from our systems, please contact us.
In certain circumstances, you have the following data protection rights:
Please note that we may ask you to verify your identity before responding to such requests.
You have the right to complain to a Data Protection Authority about our collection and use of your Personal Data. For more information, please contact your local data protection authority in the European Economic Area (EEA).
We may employ third party companies and individuals to facilitate our Service (“Service Providers”), provide the Service on our behalf, perform Service-related services or assist us in analyzing how our Service is used.
These third parties have access to your Personal Data only to perform these tasks on our behalf and are obligated not to disclose or use it for any other purpose.
We may provide paid products and/or services within the Service. In that case, we use third-party services for payment processing (e.g. payment processors).
We may use third-party Service Providers to monitor and analyze the use of our Service.
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. Google uses the data collected to track and monitor the use of our Service. This data is shared with other Google services. Google may use the collected data to contextualize and personalize the ads of its own advertising network.
For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page: https://policies.google.com/privacy?hl=en
Heap Analytics is a behavioral web analytics service offered by Heap Inc. that collects information on what users are doing on the website, including but not limited to what webpages they visit, what users click on, where those users are located, what browser or platform those users are using, and many other forms of behavioral or personal data. This data is not shared with any other services.
You can opt-out of having made your activity on the Service available to Heap Analytics by installing an ad blocker add-on to your browser.
Google Ads marketing service is provided by Google Inc.
You can opt-out of Google Analytics for Display Advertising and customize the Google Display Network ads by visiting the Google Ads Settings page: http://www.google.com/settings/ads
Google also recommends installing the Google Analytics Opt-out Browser Add-on – https://tools.google.com/dlpage/gaoptout – for your web browser. Google Analytics Opt-out Browser Add-on provides visitors with the ability to prevent their data from being collected and used by Google Analytics.
For more information on the privacy practices of Google, please visit the Google Privacy & Terms web page: https://policies.google.com/privacy?hl=en
Bing Ads marketing service is provided by Microsoft Inc.
You can opt-out of Bing Ads interest-based ads by following their instructions: https://advertise.bingads.microsoft.com/en-us/resources/policies/personalized-ads
Twitter advertising service is provided by Twitter Inc.
You can opt-out from Twitter’s interest-based ads by following their instructions: https://support.twitter.com/articles/20170405
Facebook advertising service is provided by Facebook Inc.
You can learn more about interest-based advertising from Facebook by visiting this page: https://www.facebook.com/help/164968693837950
To opt-out from Facebook’s interest-based ads, follow these instructions from Facebook: https://www.facebook.com/help/568137493302217
Facebook adheres to the Self-Regulatory Principles for Online Behavioral Advertising established by the Digital Advertising Alliance. You can also opt-out from Facebook and other participating companies through the Digital Advertising Alliance in the USA http://www.aboutads.info/choices/, the Digital Advertising Alliance of Canada in Canada http://youradchoices.ca/ or the European Interactive Digital Advertising Alliance in Europe http://www.youronlinechoices.eu/, or opt-out using your mobile device settings.
For more information on the privacy practices of Facebook, please visit Facebook’s Data Policy: https://www.facebook.com/privacy/explanation
AdRoll marketing service is provided by Semantic Sugar, Inc.
You can opt-out of AdRoll remarketing by visiting this AdRoll Advertising Preferences web page: http://info.evidon.com/pub_info/573?v=1&nt=1&nw=false
When visitors use our Services, AdRoll may place cookies on their browsers for targeted adverting purposes. Data collected may include IP addresses, cookie identifiers, website activity, and a “hashed” (unrecognizable) representation of any email addresses you enter into our website forms, used only for the purpose of serving relevant ad content to you across multiple devices.
When visitors leave comments on the website we collect the data shown in the comments form, and also the visitor’s IP address and browser user agent string to help spam detection.
Articles on this site may include embedded content (e.g. videos, images, articles, etc.). Embedded content from other websites behaves in the exact same way as if the visitor has visited the other website.
We have no control over and assume no responsibility for the content, privacy policies or practices of any third-party sites or services.
Our Service does not address anyone under the age of 18 (“Children”).
We do not knowingly collect personally identifiable information from anyone under the age of 18. If you are a parent or guardian and you are aware that your Child has provided us with Personal Data, please contact us. If we become aware that we have collected Personal Data from children without verification of parental consent, we take steps to remove that information from our servers.