Lessons to be learned from Gdansk (and AI)

Sorry - Hands up, this week's newsletter is late for I've been in Gdansk, Poland and am now back. made it through the snow back to HQ, here in Buckie, Scotland :)

2024 hasn't been about working harder—it’s been working smarter & for 2025 Imagine a streamlined, automated process to attract, engage, convert, and scale your customer base while saving time, money, and stress.

Let me share my experience of booking tickets for flying to Gdansk at the weekend just past.

But first the back story of Pedro. (You need to watch this short video for the full context)

Seven years ago, my Son and I went to Gdansk for a father son bonding weekend and whilst the beers, architure and perogis were great, we "borrowed" a Cactus from a Mexican Restaurant (affectionately names Pedro) and took it on a tour of Gdansk and Sopot then back to Scotland. The video is above. It was a good fun dad son experience, and believe it or not, last weekend, my wife and I visited the same mexican restaurant and the manager of the restaurant remembered me (and the video) and 2 large free mojitos accompanied our meal as a thankyou for the return visit. Now that's customer service :) Wendy enjoying hers...

I know this article is about the customer journey (and customer service) and how things are changing, well back in the day, booking a flight felt like navigating a maze with no map.

Booking my recent trip to Gdańsk with Wizz Air was a revelation in how modern technology can transform the customer experience. From start to finish, the process was seamless, intuitive, and subtly guided by sophisticated marketing technologies and artificial intelligence.

Back in the day, booking a flight was frustrating, time-consuming, and often left me wondering if I’d made the best decisions. Fast forward to today, and booking a trip—like my recent flight to Gdańsk with Wizz Air—feels seamless, efficient, and even enjoyable. What changed? The integration of AI and Martech into every step of the customer journey.

As I experienced firsthand, Wizz Air’s approach isn’t just about selling tickets; it’s about creating a guided, intuitive journey that feels personalised and empowering. Imagine delivering that same experience to your customers—saving time, reducing stress, increasing sales, and building loyalty. Let me take you through my journey and show you how you can do the same for your business.

Step 1: Flight Search – From Guesswork to Precision

Seven Years Ago: I’d start by typing in dates and destinations on a clunky website. There were no suggestions for cheaper fares or alternative travel dates. Comparing options meant opening multiple tabs or scribbling notes, hoping I wouldn’t lose track.

Now: The moment I entered “London to Gdańsk,” Wizz Air’s AI-powered system worked its magic. It instantly offered me the cheapest fares, alternative dates, and even flexible ticket options. AI wasn’t just a tool—it was my personal travel assistant, cutting hours of manual research into minutes.

My Takeaway: Think about your customers. Are they wasting time navigating your process? AI can guide them like a GPS, offering exactly what they need, when they need it, without frustration.

Step 2: Selecting Flights – Clear Choices That Sell Themselves

Seven Years Ago: I’d choose the cheapest flight, unsure if skipping add-ons like baggage or seat selection was the right move. There was no explanation of how a higher fare might benefit me—it was guesswork.

Now: Wizz Air presented me with fare bundles: basic, priority, and all-inclusive. Each option was clear, showing what I’d get for the price. AI highlighted the most popular choice, helping me feel confident and informed. I opted for a priority bundle because the value was obvious.

My Takeaway: Transparency and simplicity build trust. Using Martech to present clear, tiered options increases conversions and helps customers feel good about their choices.

Step 3: Adding Services – Anticipating Needs, Not Guessing Them

Seven Years Ago: I’d have to dig through separate menus to add extras like baggage or meals. It felt disconnected, and I often skipped these steps because it was too much effort.

Now: The process was seamless. At every step, the system gently prompted me:

• “Would you like to select your seat now?”
• “Want to add checked baggage? Most customers choose this option.”
• “Pre-order your onboard meal and save.”

Each suggestion felt like a helpful nudge rather than a hard sell. The AI-driven personalisation made me feel seen and supported, not overwhelmed.

My Takeaway: Customers don’t always know what they need until you show them. Automate suggestions that are relevant and timely, making upselling feel natural and valuable.

Step 4: Payment – Turning Clicks into Conversions

Seven Years Ago: Once I clicked “Pay,” the transaction was final. If I realised later that I needed something extra, I’d have to call customer support—a frustrating and time-consuming ordeal.

Now: At the payment stage, Wizz Air offered me two smart options:

1. Join the WIZZ Discount Club for immediate savings.
2. Top up my WIZZ Account for future flights with bonus credit.

These were strategic, AI-driven offers designed to encourage repeat business. I joined the Discount Club, saving money instantly and committing to future loyalty.

My Takeaway: Use the payment stage as an opportunity to lock in loyalty. Offer bundles, memberships, or bonuses that incentivise customers to come back while enhancing their experience.

Step 5: After the Booking – A Masterclass in Engagement

Seven Years Ago: After booking, I’d get a basic confirmation email. There were no reminders, no suggestions for hotels or car rentals, and no engagement until it was time to check in.

Now: The confirmation email was a treasure trove:

• A clear itinerary.
• Hotel and car rental recommendations tailored to Gdańsk.
• A friendly reminder to add any last-minute services.

Days before my flight, Wizz Air sent me helpful nudges to check in online, upgrade my seat, or add extra baggage. Every interaction felt purposeful and timely, thanks to Martech automation.

My Takeaway: The customer journey doesn’t end at the sale. Use emails and Martech to keep your customers engaged, guide them through the process, and increase upsell opportunities post-purchase.

Step 6: Check-In – Reducing Stress, Building Loyalty

Seven Years Ago: Online check-in was a clunky process that often required re-entering details. If I needed to add baggage at the last minute, the cost would be sky-high, adding unnecessary stress.

Now: I received an email reminder to check in, and all my details were pre-filled. The system even reminded me of services I hadn’t selected, like priority boarding, giving me one last chance to upgrade at a reasonable price.

My Takeaway: Make the process stress-free. Automate reminders and offer last-minute upgrades to make customers feel cared for, not punished for forgetting.

Why This Matters for Your Business

Every step of my Wizz Air journey demonstrated how AI and Martech can transform frustration into delight. The process wasn’t just efficient—it was empowering. I felt guided, valued, and encouraged to enhance my experience, all while making smarter choices.

For business owners, this is the gold standard. Ask yourself:

• Are your customers getting stuck at any stage of their journey?
• Are you losing sales because your process isn’t intuitive?
• Are you leaving money on the table by not offering timely upsells?

The Results Speak for Themselves

Companies like Wizz Air that embrace AI and Martech have reported significant improvements in key metrics. According to Accenture, businesses using AI-driven personalisation see a 30% increase in conversions and a 20% boost in customer satisfaction (Accenture, 2021). These tools aren’t just for airlines—they’re for any business looking to grow smarter, not harder.

Your Business, Transformed

Imagine if your customers felt this level of ease and engagement. Imagine if every interaction built loyalty, increased sales, and saved you time. That’s the power of automating your customer journey. It’s not just about improving workflows; it’s about scaling your business with confidence.

Your old processes are like a rusted bicycle—functional but slow and clunky. AI and Martech are the electric car, propelling you forward with speed, efficiency, and elegance. The choice is yours: stick with what’s familiar or embrace the tools that will future-proof your business.

Ready to Transform?

Your business deserves a journey as seamless as my trip to Gdańsk. Start by mapping your customer experience, identifying bottlenecks, and exploring how automation can revolutionise your workflows. With the right tools, you can save time, increase sales, and build customer loyalty effortlessly.

🚀 Are you ready to make the leap? The future of your business starts now. Let’s make it seamless, intuitive, and unforgettable—for you and your customers without necessarily having to travel to Gdansk to get it (hic) ;)

An early Christmas Prezzie from a scotsman (who'd have thought ;) )

Your Customer Journey Cheat Sheet

The Customer Journey Cheat Sheet provides a powerful roadmap for transforming your business by planning, documenting, automating, and executing each stage of your customer journey. From Attracting curiosity through engaging ads and posts to Scaling loyalty with automated workflows, this framework ensures every touchpoint is optimised to deliver value, nurture relationships, and boost conversions. By aligning your content, customer experience, and KPIs with your desired outcomes, you can create a seamless journey that satisfies your audience’s needs and keeps them coming back for more.

Are you ready to turn curiosity into commitment and transactions into loyal customers? With clear steps to integrate Martech, compelling value propositions, and actionable insights, we can help you map out and automate your customer journey for maximum efficiency, growth, and profitability. Let’s work together to future-proof your business! Get in touch today, and let’s transform how you attract, engage, convert, and retain your customers.

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That's it, it's a wrap for another week, but I’d Love to Hear from You!

Whilst I may not be offering a FREE Mojito,  Your thoughts and insights are incredibly valuable. If something in this newsletter sparked a new idea, challenged your perspective, or made you pause for thought, I’d love to hear it! Feel free to share your thoughts online—whether as a comment, review, or discussion post. Your input helps others on this journey and keeps the conversation going. Learning is a two-way street, and your voice matters.

Now, what is the next goal or objective that you want to achieve? Get in touch via my Linkedin Profile or via the website at www.itstacksup.com