KPMG Nunwood


There is absolutely no doubt that the travel and hospitality sector is leading the world when it comes to delivering great service experiences. In fact there is something of an arms race as firms compete primarily through the experience. The hard product and soft product is continually improving. Expectations are being set and reset almost daily.

However new entrants such as Airbnb and Uber are disrupting traditions that go back centuries. Firms are increasingly adopting sophisticated digital technologies to revolutionise how experiences are delivered. Sitting still is not an option. Testing and learning is having to become a core competence as experience comparisons are won at the margins.

This presents a whole new set of complexities for industry members as data, and how it is used to manage the experience, becomes critical.

At one level this is about combining numerous data sources, operational as well as customer, to ensure that firms are getting the basics right, at another level it is how a deep understanding of the individual can lead to highly personalised and distinctive experiences.

We help our travel clients to monitoring the delivery of experiences across multiple touchpoints and customer journeys, centralising and integrating multiple data sources to create one definitive version of the truth. A version of the truth that drives closed-loop change enabling clients to respond rapidly when faced by a competitive threat or process failure and to deliver a deeply satisfying personalised experience the traveller.

Craig Ryder

Director - Customer Experience

Craig joined KPMG Nunwood in 2010 having spent almost 20 years in a range of commercial and strategic roles in the retail industry. During this time Craig shaped and delivered a host of customer-facing change initiatives across a range of marketing, trading and future planning roles. Since joining KPMG Nunwood, Craig has managed customer experience programmes across the Financial Services, Airline, Insurance and Retail industries. In addition to this Craig is a regular conference speaker and is one of the architects of KPMG Nunwood’s Customer Experience Six Pillar Framework – adopted by many UK businesses as the basis for appraising and designing their CX programmes. 

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Success story

The Travel Experience: Getting to the future first

It is already clear is that to compete effectively requires a new mindset, a new way of seeing the world; it requires executives and company leaders to abandon the old paradigm: that a good transport company is simply about engineering, costcontrol, and safety. Seen through the eyes of the traveller these are the minimum baseline: the must-have’s that are the company’s licence to operate (quite often literally). But when it comes to choice, the soft product and the experiential are as important, if not more so, than the hard product.

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