TIYB Highlights - Liliana Petrova of JetBlue – Conducting the Customer Experience Orchestra
Description
Designing customer experience in travel...
Liliana Petrova, Director of Customer experience at JetBlue Airways, Visionary, Strategist, Customer Experience Professional and Blogger, joins John Matson, Bess Chapman, and Pavan Bahl in the MouthMedia Network studios powered by Sennheiser.
In this episode:
Liliana Petrova on designing for Experience is like a multi-phase cake
What is movement,
Technology design, how to achieve movement as fast and seamless as possible
How people will feel about the brand and interactions
Why the experience designer needs to be a vision thinker and can’t design in increments
Facial recognition, and why with some brands it is like having a same experience like prison or the subway, and determining that will never happen like that with JetBlue as an experience
Delight comes from the elements and when it works to one’s standards
Designing experience is like being like a conductor of an orchestra
Innovation is not building new things, but finding connections that didn’t exists before between existing things
Getting a sophisticated program up in just four months
Will airports be the player of the future they are today?
The quest to eliminate waiting time with bags and taking away levels of friction
How airports could transform from being simply a processing center, and therefore offer a chance to give you joy
Other brands doing it right, and those doing it wrong — Milan train system can do better
Every customer has their own version of an emotional reaction — but engineering things like efficiency can create emotional experiences, creating value
Being driven by making the world a different place, making life easier
Liking things that stretch when it is implausible
Why the Hyperloop is exciting
How Petrova moved from financial analyst to design
The baseline of customer experience is process and strategy, making connections and seeing all channels of marketing
And hard work
How enterprise brands can’t preserve everything with scale
Innovation is not the end goal, it’s a way to be relevant to the customer
The alignment in the interest of the future costumer
Credit cards and miles/points/rewards
Petrova on being Bulgarian and a view at her work and the American ecosystem, and having perspective
Why Abraham Lincoln was amazing
An intuitive move and coming to America, having two “homes”, being a citizen of the world
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