What’s ahead for 2017: Customer identity management

Data-driven strategy enables customized business travel experiences.

Travelers connect with their corporate travel programs via a range of channels, and they’re all seeking convenient, personalized experiences. To meet that demand, companies need to know more about travelers’ characteristics, buying behaviors and preferences. This can be achieved with customer identity management.

The strategy, in which companies securely collect, connect, manage and leverage traveler identities, is detailed in the recent 2017 Industry Forecast Update from Advito. Customer identity management is a huge opportunity for travel programs and the travel management companies that serve them. TMCs manage massive volumes of traveler data that can enable customized travel experiences to promote traveler engagement and compliance. The challenge is achieving the fine balance between having data and using it in a way that’s non-intrusive for travelers.

Business travel is ideally placed to embrace such personalization. Many travel suppliers already offer experiences tailored to individual travelers or specific groups. Through customer identity management, TMCs can target their tools and services in a more personalized, customized way. And they can use features like social share buttons and commenting engines to access richer traveler feedback and become more responsive to emerging trends.

But allowing personal information to be managed like this may raise concerns about privacy and security. End-to-end encryption; close control of user permissions; and compliance with data privacy regulations, especially in the European Union, can help TMCs conform to recognized information security standards like ISO 27001. This can help allay concerns about the security of personal information.

Harnessing the power of data and using it with appropriate safeguards enables corporate travel programs to fully benefit from customer identity management. The goal: Don’t just reach your travelers. Know them.

Get more analysis and insights by downloading Advito’s full 2017 Industry Forecast. Want to learn more about how to use Industry Forecast insights to improve your travel program? Talk to your BCD Travel account manager or email Advito at [email protected].

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