Douglas Ralston is the President and CEO of True Omni. With over 20 years of expertise in the digital and technological industry, Doug is a digital experience expert who reinforces innovation. Equipped with an industry-wide background in omnichannel, eCommerce, social and interactive digital strategy, Ralston steered technology businesses from different Fortune 500 companies over the last ten years.
Doug has a core focus on how traditional organizations can rethink their engagement strategies, utilize technology to increase efficiency, drive revenues and still provide memorable personal experiences.
On this episode of Destination on the Left, I talk with Douglas Ralston, who describes why he sees the digital visitor experience as a way to open new channels for revenue, data, and engagement. We discuss the evolution of consumer behavior over the last 18 months and how it aligns with recent technological advances. Doug shares case studies of big brands that have added an omnichannel approach and how destinations of all sizes and budgets incorporate similar strategies into their visitor experience.
Understanding and personalizing the customer experience is the future for the travel industry, and omnichannel communication allows you to meet your customers where they are most comfortable. When you’re developing technology, remember that the more value you give your visitor in the form of information, coupons, or tickets, the more value you will get back in the form of data that you can use to understand and improve the visitor experience.
The omnichannel approach to the visitor experience is all about allowing your customer to access the content they want on a device of their choosing to enhance their experience of your destination. Smartphones and mobile devices have opened up a whole new medium of communication, and if destinations can evolve their marketing on a digital level, then they will be able to open up new channels for revenue and visitor engagement.
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