今年是CWT品牌植根旅业的第150年，在这伟大时刻，作为行业的领军人物，我们一如既往带着前瞻性思考积极探索行业未来。这其中的趋势之一，我们认为数字经济将会把行业现下的 “个性化” (Personalization) 需求推向“超个性化” (hyper-individualization) 未来。字面意思来看，后者比前者融入了更多的“个人” (ization) 表达。那么到底是怎么样的呢？
人工智能与实时数据
因此，超个性化战略应运而生。它是通过人工智能与实时数据去识别理解每一个个体用户行为背后的逻辑与目的。这就使得企业可以根据每一个个体的诸如预定记录，自媒体喜好以及网络搜索等多维度数据预测客户需求并提供强相关的产品与服务。鉴于这是基于利用人工智能分析出大量可用实时数据，它将更好地“即时”满足客户个性化需求。
超个性化战略落地差旅来说，就是基于差旅员工的即时需求提供强相关信息，并恰逢其时地提供其当下所需的服务与支持。就好比，您的差旅员工此刻正在系统搜索火车票，但目前火车系统运行繁忙，此刻，超个性化服务就可能意味着系统即刻为TA推送另一个通往其商务目的地的出行方案。不仅如此，在线客服还将时刻准备基于该员工的预定偏好以及当下火车预定情况协助完成人工预定。
CWT已在为超个性化战略落地差旅积极部署中，期待为您带来下一个伟大的客户体验。
▋ 关于CWT
CWT是一家交易量位于全球领先的国际差旅服务商，其经营实体遍及140个国家/地区，品牌历史逾150年。CWT希望藉由差旅管理项目在完善员工出行体验的同时，帮助企业实现差旅成本优化以及人员绩效提升，最终推进企业商业目标并释放无限可能。CWT是首家在华推出开放式API差旅管理平台的B2B4E（面向企业 · 服务员工）国际差旅管理服务商。不仅如此，CWT旗下还拥有专业的会议与活动的专属子品牌，帮助企业实现差旅与会议活动综合管理。
There's Nobody Like You: From personalization to hyper-individualization
To find out what hyper individualization means for business travel and how CWT is getting ready for this new approach to delivering the right services, at the right time, watch this video.
Erica Antony
Senior Vice President & Chief Product Officer for CWT
As we celebrate 150 years in travel, we're exploring 5 key technology trends that will impact travel in the future. One of these trends, in the world of digital commerce, is the shift from personalization to hyper-individualization. That's a lot of 'ization', so what are we talking about?
Personalization works on providing targeted proposals of content or services based on a users' segment. The segment criteria will include geolocation and demographics, for example. Consumers or users are segmented based on largely similar choices, but that segment doesn't always reflect a truly individual need. This explains why when a segment is targeted, the individual user doesn't always get a relevant offer.
A.I and real-time data
Taking a step forward, a hyper-individualization strategy uses artificial intelligence and real-time data to help understand the true intent behind the behavior of individuals. This allows organizations to curate and deliver content, product/service offerings specific to each individual – based on factors such as their purchase history, social media interests, and searches. With the speed at which the data is analysed, the offers can be made at just the right time.
Adopting a hyper-individualization strategy results in a user or in- the case of business travel - a traveling employee, getting information based on their needs at that time. And extending the right services and support needed at that time. So for example, a traveler is navigating a rail concourse, that's crowded after disruption to the rail services. The traveler could be provided with a message providing alternative ways of traveling to their destination, while a chat opens up with a counselor ready to help re-book with knowledge of the existing rail booking and preferences the traveler may have.
▋ About CWT
CWT is a Business-to-Business-for-Employees (B2B4E) travel management platform. Companies and governments rely on us to keep their people connected – anywhere, anytime, anyhow. Across six continents, we provide their employees with innovative technology and an efficient, safe and secure travel experience backed by our three core promises: to simplify corporate travel, to connect to unlock possibilities, and to move forward, together.
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