There is a growing recognition within the public sector of the value of focusing on customer experience (CX). As we explained in our previous article, applying CX principles to an area such as visa applications benefits not only travellers but also the governments seeking to attract them. But what areas should government visa departments focus on if they want to improve customer satisfaction? What factors can make a genuine difference to customer experience for applicants?
The visa application experience is quite unique due to the regulatory and security aspects at the heart of the process. However, it is still possible to improve customer experience by adopting tried and tested methods from other industries, focusing on those levers that will have the greatest impact on applicant satisfaction and trust. Based on our experience supporting visa services around the world over the past two decades, three areas consistently stand out as opportunities for meaningful improvement:
1. Digitalisation of the visa application process
One of the most effective ways to improve customer experience is to digitalise the application journey and, indeed, we have seen an increasing number of governments moving parts of the application process online in recent years. Robust, user-friendly online platforms can allow applicants to complete their visa application forms, upload supporting documents, book appointments and track the status of their application from the comfort of their own homes – and on their own schedule. This significantly simplifies the process and reduces the time that they will need to spend at a visa application centre on the day of their appointment.
Additional features such as automated self-help solutions, AI chat and document checks, as well as multi-channel reminders at key stages can also help applicants to stay informed and navigate this administrative procedure more easily. Combined with effective offline support when required, these services improve efficiency and reduce frustration and anxiety, particularly for applicants unfamiliar with the process.
2. Personalised services
While most visa processes follow a standardised framework, there is growing potential to tailor services according to the specific needs of different applicant groups. A more personalised experience increases customer satisfaction, reduces errors, and makes the process feel less bureaucratic. Segmentation is key to achieving this, whether it is geographic, demographic or behavioural.
- Geographic segmentation: There are clear regional differences in terms of digital penetration, but also in the way that people prefer to travel. In Southeast Asia, for example, many of those applying for short-stay Schengen visas do so through specialist agencies, as they are generally preparing to travel to Europe as part of a package tour. In this case, group bookings for visa application submissions can significantly streamline the process.
- Demographic segmentation: Generation Z travellers are likely to be far more comfortable with a fully online application process and, as digital natives, often expect this. On the other hand, their parents or grandparents might be less comfortable with digital services and therefore prefer more face-to-face interaction. In this instance, a service such as our Full Application Assistance can be particularly valuable, with a specialist agent guiding them through the process.
- Behavioural segmentation: A teenager preparing to make their first ever trip abroad to study at a foreign university will have different needs compared to a busy business traveller who makes frequent international trips. The latter is likely to focus more on time savings and convenience, such as the possibility to submit their application outside standard office hours.
External service providers like TLScontact are uniquely positioned to offer these kinds of segmented services, in a way that government visa departments are not. Twenty years ago, as international travel really took off, the visa application process was “one size fits all”. Today, applicants can benefit from a range of additional services, from premium lounges, out-of-hours appointments and form-filling assistance, to even more personalised assistance such as our Apply Anywhere service, which allows them to submit their application from a location of their choice.
3. Clear communications
Applying for a visa can be a stressful process. A successful visa application can be genuinely life-changing, giving people the opportunity to study or work abroad, join family – or not, if their application is refused for any reason. Whatever the decision, it is vitally important to ensure transparency around the process and an approximate timeline to help manage expectations and generate trust.
If people know how long they will need to wait for their visa decision, they can plan their travel accordingly. If they have no idea of possible processing times, or must wait much longer than they initially expected, this can create huge frustration and worry. Real-time application status tracking and multi-channel notifications at key stages in the process can provide valuable reassurance.
Embedding continuous improvement through customer feedback
Improving customer experience is not a one-time project, it’s a continuous process that evolves over time and that should be driven by data on visa applicants, their expectations and pain points. Through regular feedback mechanisms such as the Enterprise Feedback Management programme that we have put in place with our sister company TP Infinity and that we will cover in our next article, it is possible to gain a deeper understanding of our visa customers, identify any issues, track improvements, and shape future service innovations, for the benefit of both applicants and government visa departments.
Article written by Arnaud Lefebvre
Chief Operating Officer