The Four Steps To Tech Buying

<H1>The Four Steps To Tech Buying</H1><B>I</B>f you're a corporate travel manager, you've been bombarded with so many headlines about automated travel sites that you may be feeling like a dinosaur because you haven't

implemented one yet. But don't worry-you have time.

Between product design and delivery, the systems you've been hearing so much about must undergo some heavy-duty road-testing before they can become industry standards. While a few brave pioneers do the crash-testing, you should use this time to analyze your company's needs and objectives before you set out to revolutionize the booking process.

The new technology should be seen as a facilitator, not an end in itself. The goal of a corporate travel program is the same as it has always been: Improve traveler compliance with corporate objectives. But in today's downsized, high-stress environment, achieving that goal isn't as simple as mandating a rule; you have to make life easier for employees. Choosing the right solution means choosing a system that liberates your travelers while offering you more control. After weighing the following four considerations, you can be more confident that you've chosen the right course:

<B>Anticipate:</B> First, look at your travelers' daily experience. Today's workplace is PC-driven, and many employees are eager to automate manual tasks. Further, thanks to e-mail and modems, the workday has been extended, and employees are often working from home or on the road. Their jobs are more stressful, so you need tools that win employees over and reward them for good behavior.

Second, don't look at the reservations process in isolation. Anticipate other services your travelers need, such as expense reporting, accessing company news and e-mail.

Third, look at technology trends, especially the direction that your company's information technology department has mapped out. You won't get far trying to install a system that isn't compatible.

Lastly, if you're going to make changes to your travel policy or reengineer your expense process, do it before you automate the process. Automating a process can make any flaws in your system permanent.

<B>Test-drive:</B> Don't roll out any solution before you test it. Ask yourself: Will an electronic res system be simpler to use than the phone? Is it user-friendly enough to run itself without generating calls to your office? How quickly does usage increase after installation? What impact does it have on operating costs with your agency?

Look carefully at any additional costs associated with making the required equipment upgrades, providing Internet access or updating servers, and maintaining commune-specific fare and rate databases.

<B>Build on a solid platform:</B> Avoid stand-alone systems devoted to the single task of travel reservations. The platform for reservations should be integrated with the full cycle of travel management activities.

Consider the following: Can it integrate with expense reporting systems to link reservations and expend data? Can it feed data into MIS systems? Can it integrate into the agency environment so travelers can speak with an experienced travel counselor? Can it be easily updated for travel policy changes? Can it support non-U.S. employees? Also, beware of systems developed uniquely for your company or a select few rather than a large client base.

<B>Remember the 80/20 rule:</B> It may not be feasible to enable all of your travelers to use the system. Instead, focus on making it compelling for the 20 percent of travelers who take 80 percent of the trips.

Making the right decision is more important than rushing into electronic booking just for the sake of having the latest gadget. If managed deliberately, this transaction can offer tremendous benefits: convenience for travelers, greater policy compliance, lower transaction costs and deserved recognition for the techno-savvy travel manager.

<I>Ed Gilligan is president of travel management business services at American Express Travel Related Services, New York.