Personalising for incredible customer experiences

Transcription

1 Personalising for incredible customer experiences

2 Merkle Delivers Connected Adobe Solutions Activation Web Web DMP Call Call Social Mobile Social Store Display SMS Personalization How do do we we activate it? it? Adobe Media Optimizer Adobe Primetime Adobe Social STRATEGY AND BRAND TECHNOLOGY TECHNOLOGY DATA Orchestration Insights Workflow management Marketing automation Campaign management Modeling Profiles Constant classification Cross channel optimization Orchestration Next best action Visualization Attribution Attribution Segmentation Segmentation Audience Insights What What do do we we do do about about it? it? What is is it it telling us? us? Adobe Campaign Adobe Experience Manager Adobe Analytics Adobe Target Data Management DMP integration n Onboarding g PII data PII data Marketing Digital storage storage database ng data storage Identity databas Management e Data quality & enhancement & enhanceme nt Where is is the the data? data? Adobe Audience Manager

3 Saul Lopes Head of CRM & Loyalty Virgin Holidays UK

4 What does Virgin Holidays Sell? 1 Company set up by Richard Branson in 1985 a year after Virgin Atlantic 2 We sell holidays globally for UK consumers 3 Main markets are Florida and Caribbean

5 Virgin Holidays - Culture 1 A high value considered purchase with long customer journeys 2 Trading business with weekly trading needs 3 Fast-paced: speed is everything 4 All employees are encouraged to take ownership of their work and step up 5 In House CRM team with all execution done in house

6 Where we came from

7 The Past Customer communications were only trading-focused, constant trading of weekly deals Lots of preconceived ideas about information in the database & inefficiencies in the SCV No culture of creative or subject line testing Marketing/CRM team with no analysts and data background Complex setup three different tools in order to send an Communications with very limited personalisation Multiple departments contacting customers

8 Get the basics sorted

9 The need for change Segmentation (Unica) Our old set up was extremely inefficient Many hours were wasted with data files going from place to place between the 3 systems It wasn t future-proofed for the needs of the business The need for change Customer data was spread all over the place, with incredible complexity Sending the (ebay) Creative Execution (M&C Saatchi) Lots of different departments communication with customers Lots of data silos across the business

10 We wanted to centralize all communications from all departments and channels through a single scalable solution

11 Our journey towards a unified customer experience Segmentation (Unica) Phase II Sending the (ebay) The need for change Phase I Creative Execution (M&C Saatchi) A single tool that handles all campaign execution across various channels Ability to redesign the customer database so that a marketer can use it Creates a campaign from beginning to end in a single workflow

12 The Migration was a Success 1 44 data tables with 2,000 variables reorganised into 7 data tables with 200 variables simplicity was key 2 Project delivered on time and in budget just six weeks to send our first in Adobe 3 Normal marketing users could now take ownership and build their own campaigns. creation time reduced from a whole day, to hours 4 CRM team is now the central voice for customer experience; all departments contact us in order to improve the service for our customers 5 Key success factor we got Adobe live in six weeks

13 Now we have the basics, we have no excuses with poor technology only limited by our ideas.

14 Our most successful of the campaign of year? 1. Contextually relevant 2. Larger images, minimal text 3. No sales message!!!

15 The results We delivered our best peak sales ever! 33% Increase in web traffic 66% Increased Awareness 37% Increase of Margin 38% Increase in calls

16 The major transformation

17 Our new focus on the customer The CRM team now has two main team objectives: 1 Drive revenue from customer communications 2 Increase NPS by improving the experience

18 Created four core strategies across the customer journey Discovery Pre Departure Return Home Tailor Triggers 2

19 The new Pre Departure strategy is built on just two clear principles Increase Anticipation Engagement: sales (upsell) or brand engagement Decrease Anxiety Service: essential information you need for your holiday - sent to all customers, regardless of marketing opt-in preferences

20 Redesigned the whole customer journey post purchase ARRIVAL 35 disjointed communications TICKET DELAY UPSELL 5. Up-sell PRICE FLUCTUATION BOOKING CHANGE ONLINE CHECK-IN CONCIERGE BOOKING CSQ PAYMENT REMINDERS PRE-BOOK SEATS BOOKING CONFIRMATIONS TRAVEL DOCS RECEIPT CONGRATULATIONS BOOKING AMEND / PROCESSING BOOKING CANCELLATION PRINT DOCS PART PAYMENT FULL PAYMENT 2

21 Redesigning our whole journey including service communications

22 What does change look like?

23 Vital Prep Important Customer Information Page 5 of the invoice!

24 Personalising to improve the experience Flight Changes Hello Saul, Your flight time has changed by 55 minutes ABCDEF

25 Finance Letters Example

26 What was the scale of personalisation?

27 Booking Celebration True 1 to 1 customer communication 100% Of our customer holidays

28 Results

29 Business Results Engagement rates 10 times higher than our marketing s Our Pre Departure scores have increased by 5% Upsell per booking increasing by 11% Customer self-serve increasing by 7% by shifting more traffic to MMB 3.3M in incremental revenue across all destinations Project ROI of 16.2:1 Employee Engagement scores of 90%

30 But we didn t stop there

31 Created four core strategies across the customer journey Discovery Pre Departure Return Home Tailor Triggers 2

32 Out Strategy Return Home Returning home can be emotionally turbulent with many getting the holiday blues. 1 2 Flatter me, and celebrate my achievement. Keep the excitement alive.

33 Our Omni Channel Approach to Return Home Communications WELCOME HOME POSTCARD RELIVE YOUR HOLIDAY FOOD COUNT UP & FOLLOW UP WELCOME HOME CALL FROM AGENT CELEBRATE THE PLANNER RELIVE YOUR HOLIDAY MUSIC RELIVE YOUR HOLIDAY LANGUAGE DESTINATION DECIDER SHAKE IT SMS PROMO CODE CS QUESTIONNAIRE (NPS) DAY 0 DAY 1 & 3 DAY 7 DAY 14 DAY 21 DAY 28 DAY 35 DAY 42 DAY 60

34 Final Thoughts

35 Our people Having a team that is ready for digital transformation

36 Our Top Partners Our Main Reason for Success Adobe Campaign

37 Thank you

38 PERSONALISATION AT SCALE 16 th August 2018

39 We are two years old but are evolving out of a global juggernaut

40 We must consider & balance Multiple Factors Profitable customer base growth Personalisation Portfolio not product-led strategy Competitive threats Real time data requirements Life cycle management

41 We need to Crawl and run at the same time Immediate commercial impact Organising the underlying data foundation

42 Our biggest challenge Competitive customer recruitment CPC up to $35

43 Managing personalisation strategy across multi-brand partnerships Responsible data policy e.g. GDPR / Opt-ins Consumer expectations Channel nuances Contractual data-sharing terms

44 Personal loans are our core focus however transactional data insight can be limited Transactional account Credit card Personal loan

45 Executive Summary 8 Orchestrating data to commercial advantage.

46 Strategic approach 1Low interaction cadence 2 Customer brand recognition barrier 3 Highly competitive acquisition challenge 4 1:1 channel overload PERSONALISATION AT SCALE

47 Activating the data the business does have to enable a more effective marketing plan Communications and content execution Codification and orchestration of intent signals 1 st party + 2 nd and 3 rd party data sources

48 Establishing an ID Sync methodology SSOID Loan value Product holding Demographic range Credit score

49 Enabling the paid media ecosystem Creative personalisation Website interaction data Segment intent 1:1 analytics Media targetting Behavioural codification CRM data Device / ID sync

50 Activating Our data strategy.

51 The core strategies applied Personalised retargeting creative Excluded converted customers Retention based on finance terms Look-a-liked high value customers

52 The right message, to the right user

53 The test and learn approach Publisher 1 st party data segments Look-a-likes of 1 st party data segments 1 st party data segments overlaid with 2 nd and 3 rd party data Look-a-likes of high value customers Retention of existing high value customers Nine Yahoo!7 Fairfax Google Fairfax Domain

54 54% lower cost per started application 76% lower cost per completed application

55 Building a future roadmap.

56 Progressive use case enablement You are here Onboard website data Product level segment look-aliking Look-a-liking high value Life stage based creative Website personalisation Next best action model integration Cross-sell messaging Negatively targetting undesirable traits Call centre integration Attrition model integration Onboard CRM data Exclusion of existing customers Targetted partner offers CC Transaction driven offers Push 1:1 marketing integration (edm, DM, SMS) Automated ROI based media buying Set-up Basic media use cases Advanced media use cases Cross-channel integration Decisioning model integration

57 Key learnings and observations 1Start with simple / high impact use cases 2 Win trust from compliance 3 Get specialist support 4 Experiment and be comfortable with failure

58 PERSONALISATION AT SCALE 16 th August 2018