First steps towards customer centricity which delivers

Transcription

1 First steps towards customer centricity which delivers

2 Introduction Tomas Salfischberger Co-founder & CEO Relay42 Marc Vekemans Director Global Campaigns & Content Travix International

3 Challenges Lack of Single Customer View Real-time actionable data Relevant personalised outreach Resulting in waste customer annoyance not future proof

4 Ambition Connect every channel & technology Orchestrate dialogues across all channels Own and secure your data

5 Our journey

6 What drives Marc Vekemans Do what you love

7 We are in the Flight Business

8 Travix brands

9 Our Global footprint We are rapidly expanding in 5 continents

10 Travix in numbers planes countries employees passengers a year filled every day and expanding rapidly throughout all continents dedicated to guiding our customers through their travel journey and we can t wait to serve even more travellers flying to over 500 destinations around the globe

11 3 Awards this year Winner 2016 Winner 2016

12 Our Strategy

13 Travix Challenges Smart & efficient marketing at global scale - leveraging data and algorithms -

14 From tickets to customer centricity

15 Our 360⁰ Customer Centricity approach Google Analytics Clickstream A/B testing Trustpilot Social Reviews Usabilla On-site feedback Continuous Live User Testing Personas / Customer Insights CUSTOMER CENTRICITY Led by Customer Satisfaction (NPS) CSAT feedback Survey and Contact Center

16 Customer Journey Contribution Invest in multiple enablers: Data is driving! - Personalized content - Source for multichannel campaigning (including Display, etc.) CMS - Combine data-points - Build customer profiles - predictive modelling DATA CAMPAIGNING - Design (storytelling) - Copy (storytelling) - Translations CREATION - Create segments / audiences - Define campaigns for segments - Automated business rules - Multi Channel (media)

17 We went on a Data Journey - GAP: measurement - Within Channel optimization - Funnels - Campaigns Media, channel & session driven from Building the organization! Think via Care See Do - X-Device analytics K to - Predictive Modeling - (Real-time) actionable - Connected data - Personalized - Automated - CLV - Customer (identity/journey) data audiences) - Data architecture (DMP) - Touchpoint Attribution/Contribution - Campaigns data/software driven - Creation & copy

18 How: Our Approach How a DMP for marketing enables future sustainability, growth at lower cost, and an engaging brand

19 How did we get it done?

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21 We made it too small & agile Ø Start of 3 month pilot with Relay42, stacking a few small use cases, agile Small (value) cases in the business roadmap Competing with higher value priorities DMP needs proper mounting for better/more data No urgency with commercial management

22 New approac h New Approach Decision: 18 month PROJECT with 11 use cases & 5 focus areas Most important strategic project >> accelerate, invest Cross product stream approach Take time to prove value, build profiles, learn from customer behaviour Take bold projects to prove success of a longterm relationship

23 Changed to focus on Strategic importance - Future sustainability 1st step in realizing our 2020 vision: Our vision starts with the customer profile! customer profile new products & services - platform improvement - customer experience - new products & services - platform improvement - customer experience - additional revenue streams - new business models

24 Prove efficiency while working on strategy This image cannot currently be displayed. Working on 2 clear tracks: 1. Proving short term ROI working on CoA cases 2. Key Value Journey approach *Both value based tracks, of which we embed targets in the commercial teams. Facilitate the commercial managers; the business owners own (!)

25 Short term Roi Impact analysis of proven cases & Travix needs BUSINESS VALUE Quick wins Nice to have Big results Evaluate INVESTMENT

26 Key Value Journey Key Value/Customer Journeys Drive Retention (CLV), Loyalty & Ambassadors - Use Cases ALL touchpoints (BO/PO) - Unified centralised profile DWH/DMP - Align on Key journeys - VALUE focus: COST/PERFORMANCE/DATA/CEX - Data Dreamteam - Align Sr. Commerce

27 Organizing the tracks

28 Personalization Program Aligned, Cross-departmental Agile approach Working on 3 levels: 1. Personalization - (BO/CM) 2. Marketing Automation - (IT/PO) 3. Journey Innovation (BI/CI)

29 Where are we now?

30 DMP status Paid Media Owned Analytics Offline A/B Test Paid Search DSP R42 tag CRM CMS Social Media Data Warehouse External Call Center 2 nd 3 rd Party partners

31 First results Short-term: - cost reduction % CTO and 100% CR growth on smaller segments (TBM, ACM, Personalized mail) - CEX: less Spam, more relevance Long-term: - DMP connected - Focus teams gathering actionable insights on Key Value Journeys - Profiles & data: recognised user profiles - CEX: less Spam, more relevance

32 5 Key takeaways 1. Don't make it too small: don't PILOT', just do it. Make it a PROJECT 2. Focus on the long term (strategy) & create short term successes as you go 3. Embed in all layers of the organisation from c-level to execution 4. Embed execution in the commercial teams, program to facilitate synergy 5. Always play the customer card

33 When will you share your journey? Thank you!

34 ustomer Journeys Customer Journey The BUYING journey SEE, THINK, DO, CARE (repeat) visitors/sessions products CONVERSION The CUSTOMER journey Drive Retention, Loyalty and create ambassadors Shift to direct via owned channels Grow retention rates for a faster country adoption & maturity models

35 Data Strategy Create a centralised holistic customer View connected journeys Data Strategy 1. Gaining access to, and ownership of, all data sources 2. Think smart data, not big data 3. Get essential data sources in DMP for activation 4. Start with simple targeted customer cases and scale up 5. Cross-departmental commitment BI/DWH/DMP architectural alignement Data Dreamteam on new value tracks Key Value/Customer Journey Teams

36 What s coming up?