In an industry as competitive as transportation, ongoing innovation around customer experience is essential for business survival. With continued advances in technology revolutionising the transportation industry, new standards are being set for how companies can create seamless experiences for customers across channels.
More and more, companies are moving away from trying to own the customer relationship end-to-end and towards creating a more collaborative, ecosystem-driven approach that offers greater choice and convenience for customers, writes Ian Fairclough, VP of Services, EMEA at MuleSoft.
To book flights and hotels, for example, consumers used to engage with travel agents. However,