Boxever & Cebu Pacific 2019

Transcription

1 Boxever & Cebu Pacific 2019 Boxever 2019 Cebu Pacific 1

2 Make every customer interaction smarter

3 Seamless, Personalised Customer Experiences BOXEVER PERSONALISED WEB AND OFFERS HELP Cebu Pacific Accelerate Customer Conversion Customer Cebu Pacific The largest national carrier in the Philippines and pioneer of the low fare, great value strategy cebupacificair.com Application Urgency Messaging Last 5 Searches Abandoned Cart Destination Banners Boxever Impact Better engagement: Click-through rates of better than 8% on destination banners - 20X improvement over averages Higher open rates: 55% open rates on abandoned carts Increased ancillary revenue: $630K AUD ( 450K) from pre-return s Increased conversion rates: 7.8% relative lift for urgency message 02 Boxever 2019 Cebu Pacific Boxever 2019 Cebu Pacific 03

4 The Solution Boxever customer intelligence cloud provides a single customer view and the right offer in every moment Cebu Pacific s Opportunity: The Boxever customer intelligence cloud works with all of the technology Cebu Pacific already has in place, connecting customer, product and data to personalise 1:1 and engage on every channel. This puts the customer at the centre resulting in lower acquisition costs, accelerated conversion rates, improved customer service and higher lifetime value. Boxever acts as the brain within their marketing (and business) tech ecosystem, taking in all data about the customer, deciding what should happen next and executing that action through the most appropriate channels. Boxever integrates data from Cebu s website, Salesforce Marketing Cloud and Navitaire reservation system, creating a singular, contextual and dynamic view of each customer. In addition to an initial import of 14 million historical orders, Boxever connects 70 million events and 800,000 orders per month. Cebu Pacific uses the Boxever customer intelligence cloud for Personalisation, Web Personalisation, Segmentation, Order and Behavioural Data, and Analytics (A/B Tests, Performance Metrics, etc.). By applying artificial intelligence to all customer data behavioural, transactional and historical Boxever is able to engage each of Cebu Pacific s customers with timely and predictive web offers, banners and s that appear to be created just for them. WHAT THEY SAID: Connecting data from every channel and every source, for every customer journey: PERSONALISE EACH VISITOR S ONLINE EXPERIENCE TO INCREASE CONVERSION As one of the early pioneers of the low fare, great value airline model, Cebu Pacific has always been committed to delivering the type of innovative services and experiences that its customers desire. In that spirit, the company recognised an opportunity to better anticipate customer needs and provide a more relevant online experience through personalisation in web messages, banners and s. Such one-to-one marketing experiences also lead to higher conversion rates and increased revenue. Cebu Pacific selected Boxever to support this initiative because it is the only customer intelligence cloud that truly understands how low cost carriers operate and what they need to do to increase customer acquisition From Day One, Cebu Pacific has always been focused on providing our customers with innovative offerings they actually want. Now Boxever is allowing us to take that a step further. Candice A.Lyog, Vice President of Marketing and Distribution Cebu Pacific Air Group and bookings, and grow incremental revenue through ancillaries fast. Q1 Last 5 Searches 0.47% relative lift in conversion Q2 Abandoned Cart 193K sends 55% open rate 37% click-through rate 25% conversion rate Urgency Message #1 7.8% relative lift in conversion Urgency Message #2 0.5% relative lift in conversion Q3 Destination Banners 8.24% click-through rate 3.91% conversion rate (purchased flight for destination featured in banner) SMS Push Q4 Ancillary Upsell Segmentation 04 Boxever 2019 Cebu Pacific Boxever 2019 Cebu Pacific 05

5 Big scale Data Boxever processes massive amounts of real-time data from Cebu Pacific s website, marketing and reservation systems to understand customer behaviour and drive conversion The Results Personalisation that gets smarter over time and higher customer conversion. Result: a 100% ROI in just four weeks 70M 14M Boxever evaluates each customer touchpoint and looks at the customer s profile, segmentation, and all prior responses in similar contexts to deliver the right predictive offer. WHAT THEY SAID: EVENTS PER MONTH HISTORICAL ORDERS We already know customers want a great fare, but now we know to where, when and what else they would want as part of their trip. By personalising the online experience based on this intelligence, we have been able to drive conversion and realise a 100% ROI in just four weeks of using one of Boxever s urgency message apps. 800K Candice A.Lyog, Vice President of Marketing and Distribution Cebu Pacific Air Group ORDERS CREATED PER MONTH 06 Boxever 2019 Cebu Pacific Boxever 2019 Cebu Pacific 07

6 Results How we add value iteratively Moving customers to action Through customised urgency messages, Cebu has been able to encourage web visitors to act quickly and increase sales. The others are viewing the same flights message has resulted in a 7.8% relative lift in conversion. The message that shows visitors when their flight of interest was last booked produced a 0.5% relative lift in conversion. Another Boxever application displays a visitor s last five searches to make it easier to complete the reservation. This customised message resulted in a 0.47% relative lift in conversion. Capitalising on ancillary opportunities 7.8% 37% In just one month, personalised abandoned cart s to web visitors who started but did not complete a reservation have enabled Cebu Pacific to recover revenue that might have otherwise been lost when visitors left the website. A 55% open rate and 37% click-through rate demonstrate how valuable it can be to automatically remind visitors of what they are missing out on. Suggesting hotels that customers want to book Instant customer engagement: Because Boxever s single customer view and personalisation capabilities span across channels and devices, a customer who has just made an online booking does not get bombarded with messages for new reservations, but instead receives a relevant text message to encourage them to download the Cebu Pacific app. Hi Jimmy, thank you for booking a flight with us! For fast check-in and more seat sales, download the mobile app now! And since the percentage of travel reservations made via mobile device are nearly doubling each year (according to the 2016 Skift State of Travel report), it is more important than ever to engage customers across channels and devices. 3.91% Recovering the revenue left in the cart X2 A picture is worth a thousand words: an idiom that certainly rings true when Cebu Pacific s website visitors see relevant destination imagery in the homepage banner. The destination banners had an 8.24% clickthrough rate and 3.91% conversion rate (purchase of flight for destination featured in banner). Lessons learned & best practices: From data integration to customer conversion Two key elements significantly shaped the success of the Boxever program at Cebu Pacific: Understanding the customer s journey: Before Cebu Pacific was able to reshape the customer experience, they needed to understand it in its entirety from research to booking to flight. Boxever provides Cebu Pacific with the intelligence they need to deliver value for the customer each time they interact, in real-time and for a lifetime. This behavioural data allows Cebu Pacific to anticipate what Connecting data from every channel and every source, for every customer journey OPERATIONAL DATA PRODUCT DATA the customer needs and surprise them with offerings they want. The importance of data integration: Every little bit of customer intelligence at every point in their journey makes a difference. Boxever provides a real-time data store to amass data about every purchase, event, click, search term, device, social message and in-flight interaction. This enables each of Cebu Pacific s offers to start with a higher likelihood of yes. CUSTOMER DATA ONLINE MOBILE ADVERTISING CALL CENTER SOCIAL OTHER EVERY CUSTOMER JOURNEY EVERY CHANNEL 08 Boxever 2019 Cebu Pacific Boxever 2019 Cebu Pacific 09

7 2019 There s a lot in store. Safe, secure experimentation Martech, democratised Jet-fueled campaigns Real-world advice and support Simpler, more powerful AI 10 Boxever 2019 Cebu Pacific We re looking forward to it.. See you then. Boxever 2019 Cebu Pacific 11

8 New era, new product. Engage - our decisioning engine - has been given a radical overhaul. More power. More scale. More speed. More usability. Here s what to expect when you climb aboard with a refreshed Engage in TEN SECOND REMINDER: WHAT IS ENGAGE? Boxever is a personalisation platform that helps airlines make every interaction smarter. Sitting right at the heart of that platform is Engage, our decisioning engine. It quickly and efficiently unifies your decisioning in one place, allowing you to automate what actions to take with every single customer based on thousands of behavioural, transactional or operational data points. It does all that across every channel in real-time. A USER INTERFACE FOR ALL Goodbye endless complexity. Hello joined-up strategy Existing decisioning tools limit access to a select few. The result? Marketers can t do what they re best at. Teams can t work together. Campaigns take months to roll-out. Engages decisioning canvas and workbench change all that with an intuitive, structured interface that empowers everyone to design personalisation models. Whether using simple tables or drag and drop charts, all your teams will have a clear view of how your decisioning is configured. What that means: closer collaboration between crossfunctional teams on strategy and implementation, and quicker optimisation and deployment. Oh, and no need to fret coders: from Javascript and Python to FEEL and Boxever s DSL, there s massive scope for experienced users under the hood. AI AT YOUR FINGERTIPS Goodbye disconnected logic. Hello AI POWERFUL TESTING Goodbye fire and forget. Hello build, test and learn When you need more data, other tools limit your choices. When you need real-time performance updates, they make you wait. And when you need complete transparency, they hide the full picture. In 2019, Engage will give you unparalleled control with testing, analytics and integrations that allow you to reduce the testing and deployment cycle from months to minutes, spot errors and inefficiencies earlier, and see ROI faster. Test up to four decision model variants in production and three in draft with A/B/N. Refine strategies before rolling them out across your customers with champion/challenger. Simulate how your models will perform with silent and sample testing. Regardless of the option you choose, Engage helps you compare and scale new ideas dynamically, quickly and safely. You ll always be sure you re taking the right actions with the right customers. Delivering consistent omni-channel customer experiences depends on one thing more than any other: connected AI. But all too often AI is left BOXEVER RECOGNISED BY GARTNER disconnected from data and decisioning. In August 2018, Gartner named us in its first Engage takes off the handbrake by making powerful ever Personalisation Engine Magic Quadrant. connections with all your AI under one roof. With It did that on the strength of the massive leap just a few clicks it connects your existing or future forward recent upgrades to Engage made AI (whether that s the likes of TensorFlow, IBM possible for airline customers. With more than Watson and Einstein or your own logic) to your 400 personalisation and customer experience personalisation technology. tools in the market today, we re delighted to be recognised as one of the top 18 vendors in the space. 12 Boxever 2019 Cebu Pacific Boxever 2019 Cebu Pacific 13

9 About Us Boxever is a personalisation The result? Personal, relevant platform that uses data and AI to and valuable experiences for help the world s most innovative customers that lead to improved airlines make every customer engagement, lower acquisition interaction smarter. costs and accelerated conversion for the business. We do this in two ways. Firstly, we bring together data from all the channels, tools and databases across their business to build rich and accurate profiles of their customers. Then we use AI to interpret that data and automate decisions about how to personalise every single customer interaction. It joins-up interactions across every channel based on a customer s history, what they re doing in the moment and what a business wants to achieve - all in real time. From website to and from SMS to contact centre, Boxever decides the what, why, where and when. We ve been helping companies revolutionise how they engage customers since we were founded in Seven years on, we re now recognised by Gartner as a leading player in personalisation and ranked by Forbes alongside Google, Apple and Amazon as one of the most powerful examples of AI in use today. 14 Boxever 2019 Cebu Pacific Boxever 2019 Cebu Pacific 15

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11 BOXEVER.COM (+353) ASHFORD HOUSE, TARA STREET, DUBLIN 2 1 Boxever 2019 Cebu Pacific