Integration for your customer journeys. Eye for Travel Workshop Simon Bradley, Virgin Atlantic

Transcription

1 Integration for your customer journeys Eye for Travel Workshop Simon Bradley, Virgin Atlantic

2 Integration starts here. PR Social / Reviews Data Digital / Mobile Data Data Brand CRM / Social Data Digital targeting Data Data High performing website / mobile Data CRM / Social Data

3 Upper Class Product Launch 2012

4 Our 2012 opportunity! Launch 2 new clubhouses and new Upper Class suite and service to the NY market Increase preference among NY business travellers Drive revenue growth from the NY market

5 Our approach Digital / Mobile / Social PR CRM Print

6 PR

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8 CRM

9 Social Media

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11 Shhh Secret Cocktail To continue the conversation around our Clubhouses, we created a secret cocktail, using social media to notify our loyal customers that we have an exclusive drink We later broadened our reach, spreading the word by opening up the conversation on Twitter and Instagram

12 Digital and Mobile

13 Print

14 Dynamic Logic Results 14

15 Results (Dec 2012) Upper Class familiarity - 19% up Brand commitment among NY biz travelers - 45% up Awareness of new products/services among target - 80% Upper Class $$$ ex-ny significantly up YOY

16 @bradleysimon40

17 EyeforTravel s Online Marketing Strategies for Travel 2013 Keynote Session Destroy the Silos Make 2013 the Year of integration to Boost Efficiency and Effectiveness Tuesday June 4th 2013 Sandpiper Bay Florida

18 The pressure is on us T-Shaped Profile VRM Chief Technologist Officer Data Scientist Big Data

19 «Since we can not change the wind direction, we must know how to set the sails.» CUSTOMER JOURNEY TOUCHPOINTS MARKETING STRATEGY OMNICHANNEL BEHAVIOUR MULTISCREEN ECOSYSTEM DEVELOPMENT INFLUENCERS BRAND EXPERIENCE STRATEGY This digital & Customer revolution is not about adding Internet & CRM to the existing Marketing Mix, It is about transforming the whole company for the age of digital and Customer era

20 We defined a global roadmap to leverage the Customer and Digital Revolution through the company From a multichannel distribution to a touchpoints customer experience A WORLDWDIDE VACATION BRAND FOR 60 OVER YEARS 2 1.2M AFFLUENT CUSTOMERS Adapt our communication to the digital era 1 Leverage digital & client trends in product development 3 14,000 EMPLOYEES FROM 100 NATIONALITIES 4 Develop customer lifetime value through providing high value relationship to our customers 78 RESORTS IN 26 COUNTRIES IN THE WORLD

21 The Data are more than ever our Marketing s currency to succeed in this shift CUSTOMER JOURNEY TOUCHPOINTS MARKETING STRATEGY OMNICHANNEL BEHAVIOUR MULTISCREEN ECOSYSTEM DEVELOPMENT INFLUENCERS BRAND EXPERIENCE STRATEGY HYPER PERSONALIZATION DATA MANAGEMENT

22 and the Data Platform is our bank CLUB MED DATA PYRAMID EXPLOIT Foundations ANALYZE COLLECT

23 and 4 commitments to put Data at the heart of our decisions 1 ACTIONABLE KNOWLEDGE 2 SPEAK THEIR LANGUAGE 3 TEST & LEARN 4 CORE OF THE MARKETING SKILLS

24 The new role of a Chief Marketing Officer 30% MARKETING 30% IT 4 P s I Digitalization I Internationalization I New talent Agile IT I Innovation I Process Highlights from the 2012 Accenture Interactive CMO Insights survey 30% ANALYTICS 10% POLITICIAN New KPIs I Data & Analytical Tools Client-Oriented Organization I Change Management I Lobbying

25 Jerome HIQUET Vice-President of Marketing Club Med North America

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