In episode 7 of Travel Tech Talks, Senior Technology Solutions Consultant Jess Ogley sits down with Jay Janarthanan from Serko’s product team to uncover how customer feedback shapes Zeno’s booking experience. Jay’s passion for travel and user experience shines as he explains how Serko listens to customers to fine-tune features, making travel easier and more delightful.
Learn more about how Serko's product team elevates the experience based on what matters most to users.
Listening to customer needs, not just checking boxes
Customer feedback is Serko’s secret weapon for improving the booking experience. Jay’s team gathers insights from customer advisory groups, conferences, and one-on-one interviews to understand travelers’ needs and pain points. With more than 5,000 monthly feedback responses, Serko uses tools (including a touch of AI) to analyze trends and sentiments, turning feedback into real product improvements.
Data-driven decisions lead to a seamless experience
Every Monday, the booking team dives into last week’s CSAT (Customer Satisfaction) data, analyzing every comment and looking for patterns. By comparing CSAT responses with data on how users interact with the platform, they can identify areas needing attention. This approach allows Zeno to adjust to travelers’ needs, from small tweaks to interface elements to more comprehensive functionality upgrades.
New features inspired by customers, validated by testing
Serko doesn’t just guess what customers want—they test ideas to ensure they work. Jay’s team uses experimentation, running A/B tests with different interface versions to determine which improvements genuinely enhance the booking experience. One recent win is a new “fare matrix” display that allows travelers to quickly compare fares across different airlines and cabins—a feature inspired entirely by customer feedback and validated through testing.
Flexibility for travel arrangers and self-bookers alike
Travel arrangers and self-bookers have different needs, and Serko is dedicated to serving both seamlessly. While self-bookers might want to browse through images and compare amenities, travel arrangers need a more efficient booking process. By tailoring the experience for each user type, Serko creates a solution that makes life easier for all travelers.
Serko's booking team listens to users, analyzes feedback, and makes data-driven changes that enhance the travel experience. For travel managers, this commitment to continuous improvement ensures that Serko's products stay responsive to evolving needs, making business travel smooth and enjoyable.
