"We don’t deal in opinion, only in data," says Booking.com’s David Peller

Booking.com says it's data not opinions that drives decisions

Booking.com makes customer-centric decisions based off data, not on opinion, according to Booking.com’s director of strategic partnerships for APAC, David Peller.

Peller said the company’s approach to innovation took three points; understand the user by putting guest at the heart of everything Booking.com does, have the humility to keep learning and get stuff done.

Speaking at the Forrester CX conference in Singapore today, he said; “Every single innovation conversation starts with the customer and that then leads to the idea of learning. We don’t deal in opinion, only in data. No one argues based off an opinion, only data.

“We are one of largest ecommerce operations but for one website our engineers carry out more than 1000 experiments, A/B tests, every day. The data of those tests then help us roll out new features and enhance the guest experience. It drives our ability to learn and not rest on our laurels in having the best website or experience,” he said.

Peller said the ability to do this was partially due to not outsourcing anything as a business. He said the entire customer service team was in-house. In Singapore, the regional customer service team sits within an office in the financial district, an expensive place to rent, who can speak multiple languages.

He used this to explain the final point on its innovation method ‘get stuff done’ by telling an anecdote about how the Booking.com team have approached helping customers affected by the Italian earthquake this week.

According to Peller, all the 14 customer service offices worked overtime to ensure that customer were unharmed, accounted for and others that were planning to journey to Central Italy could make changes to plans.

Charlotte McEleny

Charlotte McEleny is The Drum's Asia Editor, charged with finding all the interesting industry news and insights from the Asia Pacific region. During her year in Asia, she's covered topics as wide ranging as industry overwork to artificial intelligence, and interviewed top CMOs such as Alibaba's Chris Tung, and world famous creatives such as Rankin.

Based in Singapore, she travels the region regularly, attending and presenting at many top events, such as Spikes, Ad Week Asia and Innovfest.

Prior to her role as Asia Editor, she spent 10 years working across the London marketing trade magazines, even picking up an award for Best Digital Team at the PPA Digital Awards during her spell as digital editor at Marketing.

All by Charlotte