ARDA World 2018 / Modern Going Mobile

Transcription

1 ARDA World 2018 / Modern Going Mobile Tuesday, May 8th 9:00 10:15

2 Modern Going Mobile Federico Beyer Royal Resorts

3 Modern Going Mobile Business in the Age of Digital Superpowers Demystifying Millennials Strategic Design Principles Customer Centric Culture Omni-channel

4 Digital Superpowers Hub Firms

5 The Digital Domino Effect The emergence of the Digital Superpowers is rooted in three principles of digitization and network theory: Exponential performance growth Moore s Law (2X CPU / 2Y) Machine Learning Cloud Computing Network Connectivity (Cost of sharing digital info $0) Critical Mass Intent Awareness Competitive Advantage of massive positive feedback loops providing key info

6 A moment of silence

7 Demystifying Millenials In 2015, Millennials eclipsed boomers as the largest adult population in the U.S. This group will continue to grow with the help of increased immigration and peak in size at 81 million in 2036.* Source: Richard Fry, Ph.D., senior researcher with the Pew Research Center NAIOP Commercial Real Estate Development Association

8 About Modern User Interfaces & Experience Who is involved in the transaction? Initiator: Who suggested Influencer: Advisor in the decision making process Decider: Who chooses where, what and how. Buyer: Who invests User: Who consumes the service Be weary of modern design trends and interfaces in e-commerce and m- commerce: Probability of a Millennial/Xer involved in process (very high) Probability of a Millennial/Xer as a User (high)

9 Strategic Design Principles Setting your Goals: Increase Brand Loyalty Enhanced Customer Service 1:1 Communication Channel Reduce dependencies on 3 rd party resources Create a single 360 Customer View Eliminate Data Silos Improve Conversions Higher ROI Identify and react to Marketing Opportunities Lesser steps from Click to Cash

10 A Customer Centric Culture Death to One-Size-fits-All Marketing Create Customer Journeys Segment your Customers on their terms Plan and Coordinate ALL communication efforts Right Channel. Right Message. Right Time Measure digital interactions Invest in Practicality Competitive Benchmark 94% of Customer discontinue brand relationships if messaging is off base 94% 6%

11 Omni-channel Invest in best-in-class tech to: Communicate with customers on their terms and means Direct Mail SMS In App Notifications Mobile Push Notifications Social Media A/B Testing in Growth Marketing opportunities Go Full Automation in Mature processes Roadblocks Inconsistent Customer Experiences Ineffective Communication Lack of Real- Time Response Benefits Elevated Engagement A Unified Customer View Automated Agility

12 Omni-Channel Seize the Opportunity Thank you w/surveys Follow up Post Service / Post Sale Suite Personalized Webpages Outbound Calls PPC - Segmented Social Media - Segmented Segmented / Personalized Webpages Personalized Outbound Calls Responsive App Prearrival Post- Travel Onsite / Responsive App Promotions Confirmations Beacons / SMS Responsive Webpages In-house Calls Transaction Analytics

13 Modern Going Mobile Oskar Diaz De Leon Welk Resorts

14 Going Mobile with Consumers Implementation and Results

15 Value of Innovation

16 Welk Mobile Strategy Approach Development of Goals and Outcomes Assessment of Digital Maturity within our Organization Resources, Skills and Tools to Automate Measure and Monitor How did we do it and what results did we see

17 Core Outcomes 1 - Increase Book-to-Show by 5% in 3 yrs. Implement customer engagement strategy Enable 1:1 communication with consumers Create a mobile first experience 2 - Decrease Cost of Lead by 25% Establish buyer personas Enable additional platforms for lead generation Create Journeys to nurture Leads into a Bookings

18 Organizational Review and Analysis People Identify the necessary skills to execute SEM, SEO, Social Media, Marketing Automation, User Experience Designers, Content, Analytics... Process How will the work be managed and executed? What is the cadence for content distribution? What research models do we need? Tools Marketing Automation Software Analytics and Reporting

19 Shift in Consumer Trends * Deloitte Research 2017

20 Shift in Consumer Trends * Deloitte Research 2017

21 Mobile Insights Research

22 Research - Buyer Persona

23 Customer Experience Journey Mapping

24 Mapping of Customer Journey

25 Mobile First Assets Insights 75% of prospects engaged with our web confirmation websites Set expectation on Tour Info, Premium, Accommodations 80% of our Leads came from mobile devices Gathered deep inights on consumer actions on our mobile websites

26 Conclusion and Outcomes Lead Generation 2017 vs 2016 Total Inbound Calls into Call Centers Booking Conversion On Journey Tours in 2017 vs 2016 VPG Increase 2017 vs % Cost Per Lead Reduction 307% Inbound Call Volume Increase 195% Booking Increase 173% Tour Increase 122% VPG Increase

27 Conclusion

28 Modern Going Mobile Tom Meyer Hilton Grand Vacations

29 Meaningful Content Deliver excitement for guests by enhancing the resort stay Highlight the resort s special features and activities Make your resort app a differentiator The app should be a mouthpiece of your resort a communication opportunity

30 Meaningful Content Discover any remediation opportunities early (mid-trip surveys) Eliminate phone calls for frequent guest requests, such as additional towels, coffee or room service App notifications and SMS are great ways to connect with your guests, but must be used carefully

31 Common Challenges Mobile app vs. responsive website Web views within an app diminish the experience Building a sense of community among members and guests while moderating content Localization to some cultures requires more than just translations

32 Security and Architecture Considerations After the initial login, Touch ID is a must. Don t store sensitive information, such as user credentials, on the device. If the user logs out of the app, remove the user s information from the device Behind the scenes, the app should periodically validate the guest s password.

33 Security and Architecture Considerations There are many options for mobile app development. Full Native, Microsoft s Xamarin, Google s Flutter, React Native, Ionic Be certain that you won t be losing out on device capabilities. The app on each platform should maintain the ios and Android interaction design pattern details that users are comfortable with.

34 Modern Going Mobile Questions?

35 Modern Going Mobile Thank you!