RCS Review Collection Travel India

Introduction

In the Indian travel industry, customer experience is paramount. One crucial aspect of CX is collecting reviews from customers, which helps build credibility and improves services. However, traditional review collection methods can be time-consuming and often result in low response rates, leading to longer support resolution times. This is where RCS (Rich Communication Services) comes in – a channel that enables conversational messaging, perfect for review collection. In this playbook, we'll explore how travel companies in India can leverage RCS to collect reviews, reduce support resolution times, and improve overall customer satisfaction.

Why RCS fits conversational Review Collection

RCS offers a more engaging and interactive way to collect reviews compared to traditional SMS or email. With RCS, customers can respond to review requests directly within the messaging thread, making it easier and more convenient for them. Additionally, RCS allows for richer media content, such as images and videos, which can be used to make review requests more visually appealing. RCS is becoming increasingly popular in India, with more telcos supporting the technology, making it an ideal time for travel companies to adopt this channel for review collection.

What real teams did

MakeMyTrip

#### Objective MakeMyTrip, a leading online travel agency in India, wanted to improve their review collection process and increase customer engagement. #### Channel They used RCS to send review requests to customers after their trips. #### What they did MakeMyTrip sent personalized review requests to customers via RCS, including a brief summary of their trip and a request to rate their experience. They also included a visual rating system to make it easier for customers to respond. #### Results MakeMyTrip reported an increase in review responses, with a higher response rate compared to traditional SMS. #### Learnings

Personalization is key: MakeMyTrip's personalized review requests led to higher engagement rates.
Visual content matters: The use of visual rating systems made it easier for customers to respond.
Timing is everything: Sending review requests shortly after the trip ensured that the experience was still fresh in the customer's mind.

OYO Rooms

#### Objective OYO Rooms, a popular hotel chain in India, aimed to improve their customer satisfaction ratings and reduce support resolution times. #### Channel They used RCS to collect reviews and feedback from customers during their stay. #### What they did OYO Rooms sent RCS messages to customers during their stay, asking for feedback on their experience. They also provided a visual feedback system, allowing customers to rate their stay and provide comments. #### Results OYO Rooms reported a reduction in support resolution times, with a decrease in the time taken to resolve customer issues. #### Learnings

Real-time feedback is crucial: Collecting feedback during the stay helped OYO Rooms to address issues promptly.
Visual feedback systems work: The use of visual feedback systems made it easier for customers to provide feedback.
RCS is effective for real-time engagement: RCS enabled OYO Rooms to engage with customers in real-time, reducing support resolution times.

Yatra

#### Objective Yatra, an online travel agency in India, wanted to improve their review collection process and increase customer loyalty. #### Channel They used RCS to send review requests and loyalty program updates to customers. #### What they did Yatra sent personalized review requests and loyalty program updates to customers via RCS, including exclusive offers and discounts. #### Results Yatra reported an increase in customer loyalty, with an increase in repeat bookings. #### Learnings

Loyalty programs work: Yatra's loyalty program updates and exclusive offers led to higher customer loyalty.
Personalization is key: Yatra's personalized review requests and loyalty program updates led to higher engagement rates.
RCS is effective for loyalty programs: RCS enabled Yatra to engage with customers and promote their loyalty program effectively.

How the program works end-to-end

The review collection program using RCS involves the following steps:

Customer data is stored, including contact information and trip details.
A trigger is set up to send an RCS message to the customer after their trip, requesting a review.
The RCS message is personalized using customer data, including their name and trip details.
The customer responds to the review request via RCS, and their response is stored.
The review response is then used to update the customer's profile and improve customer satisfaction ratings.

Compliance notes for India

In India, it's essential to comply with DLT Registration regulations when sending conversational traffic via RCS. DLT Registration requires businesses to register their senders and templates with the telecom operators, ensuring that only authorized messages are sent to customers. Additionally, businesses must obtain explicit consent from customers before sending them messages, and provide an opt-out option. The Telecom Regulatory Authority of India (TRAI) has regulations around messaging, making it crucial for businesses to comply to avoid penalties.

Cost / ROI considerations

The cost of implementing an RCS review collection program in India can vary depending on the volume of messages sent and the complexity of the program. However, the ROI can be significant, with increased review responses, improved customer satisfaction ratings, and reduced support resolution times.

Pros and cons

Pros	Cons
Increased review responses	Higher cost compared to traditional SMS
Improved customer satisfaction ratings	Requires DLT Registration compliance
Reduced support resolution times	Limited telco support in some areas
Personalization and visual content capabilities	Requires explicit customer consent

Field-tested best practices

Personalize your messages: Use customer data to personalize your review requests and improve engagement rates.
Use visual content: Include images, videos, or visual rating systems to make your review requests more engaging.
Time your messages correctly: Send review requests shortly after the trip to ensure that the experience is still fresh in the customer's mind.
Comply with DLT Registration: Register your senders and templates with the telecom operators to avoid penalties.
Obtain explicit customer consent: Get explicit consent from customers before sending them messages, and provide an opt-out option.

How CRM Messaging helps this CX / Support use case

CRM Messaging enables businesses to send personalized, visual, and interactive messages to customers via RCS, improving review collection and customer satisfaction ratings. With CRM Messaging, businesses can:

Personalize messages using customer data
Use visual content to make messages more engaging
Comply with DLT Registration regulations
Obtain explicit customer consent and provide an opt-out option
Integrate with customer profiles to update and improve customer satisfaction ratings

FAQ

What is DLT Registration, and how does it affect my business?

DLT Registration is a regulation in India that requires businesses to register their senders and templates with the telecom operators. This ensures that only authorized messages are sent to customers, reducing spam and improving customer experience. Your business must comply with DLT Registration to avoid penalties and ensure that your messages are delivered to customers.

You can obtain explicit customer consent by providing a clear opt-in option for customers to receive messages from your business. This can be done through a website, mobile app, or physical store. You must also provide an opt-out option for customers to stop receiving messages from your business.

What is the cost of implementing an RCS review collection program in India?

The cost of implementing an RCS review collection program in India can vary depending on the volume of messages sent and the complexity of the program.

How does CRM Messaging help with review collection?

CRM Messaging enables businesses to send personalized, visual, and interactive messages to customers via RCS, improving review collection and customer satisfaction ratings.

Can I use RCS for other use cases, such as customer support or loyalty programs?

Yes, RCS can be used for various use cases, including customer support, loyalty programs, and marketing campaigns.

How do I measure the success of my RCS review collection program?

You can measure the success of your RCS review collection program by tracking key metrics, such as review response rates, customer satisfaction ratings, and support resolution times.

What are the benefits of using RCS for review collection?

The benefits of using RCS for review collection include increased review responses, improved customer satisfaction ratings, and reduced support resolution times.

How can I ensure compliance with DLT Registration regulations?

To ensure compliance with DLT Registration regulations, you must register your senders and templates with the telecom operators, obtain explicit customer consent, and provide an opt-out option.

Conclusion

Implementing an RCS review collection program in India can be beneficial for travel businesses, improving review responses, customer satisfaction ratings, and reducing support resolution times. By following the best practices outlined in this playbook and complying with DLT Registration regulations, businesses can ensure the success of their program.

India messaging often needs DLT registration and TRAI-aware workflows. For compliance and setup guidance tailored to your use case, reach out to a CRM Messaging expert.

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