Using Personalisation To Reduce The Friction
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The document appears to be notes from a digital marketing conference on travel. It includes: - Names of several speakers on topics like customer lifecycles, customer service, and the connected travel consumer. - Hashtags around digital marketing and travel as well as the conference host @SagittariusMktg. - Notes on concepts like customer lifetime value, calculating profitability, and reducing friction for customers. - Statistics shared on website visits, conversions, and growth in online bookings from optimizing digital experiences. - Mentions of learned, explicit and implied customer data, as well as the "human API". - Closing tips around knowing your customer, understanding their journey, and reducing friction
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Using Personalisation To Reduce The Friction
- 2. Paul Stephen, Sagittarius Marketing customer lifecycles and conversion Miranda Hobbs, iAdvize real-time customer service Dee Edwards, Tell Tale Travel tales from a specialist tour operator Tim Gunstone, Eye For Travel the new always-connected travel consumer Fasil Shah, Sitecore customer engagement workshop Q&A Panel #digitalmarketing #travel @SagittariusMktg
- 3. #digitalmarketing #travel @SagittariusMktg customer lifetime value.(CLV) def: Customer revenue less the cost to acquire and then serve the customer
- 4. #digitalmarketing #travel @SagittariusMktg value to relationships. calculate profitability. guides marketing decisions. focus and loyalty.
- 7. consumer digital ecosphere. commerce content community #digitalmarketing #travel @SagittariusMktg Mary Meeker, internet trends 2014
- 8. #digitalmarketing #retail @SagittariusMktg reducing the frictionmake it easier for the customer.
- 9. click me Download SUBSCRIBE BUY NOW ADD More info >> CONTINUE Update DELETECHOOSE SELECT #digitalmarketing #travel @SagittariusMktg
- 14. #digitalmarketing #retail @SagittariusMktg reducing the friction.
- 16. 22% lower bounce rate 7% increase holiday searches #digitalmarketing #travel @SagittariusMktg 32% increase hotel & packages
- 18. 107% improvement in sign ups #digitalmarketing #travel @SagittariusMktg
- 21. learned, explicit & implied data. #digitalmarketing #travel @SagittariusMktg
- 22. add more. #digitalmarketing #travel @SagittariusMktg
- 23. the human API #digitalmarketing #travel @SagittariusMktg
- 25. #digitalmarketing #travel @SagittariusMktg the human API
- 26. what next? #digitalmarketing #travel @SagittariusMktg
- 29. top tips. #digitalmarketing #travel @SagittariusMktg know your customer think about their journey reduce the friction what can you learn what can you add?
- 30. thank you. Paul Stephen paul@sagittarius-marketing.com #digitalmarketing #travel @SagittariusMktg
Editor's Notes
- Welcome
- What is customer lifetime value? In its simplest, purest form, it is defined as the revenue that a customer generates over their lifetime with you, less the costs to acquire and then serve the customer It’s a concept that goes right back to the late 1980’s, and brands have used CLV to calculate the profitability of their customers and to also predict profitability before a brand makes marketing investment decisions. It’s a valuable concept because it is a metric that brands can use to measure the value of their customer relationships. This is important but in survey conducted by Sitecore and Econsultancy, only 42% of brands actually measure this. 509 businesses. Half less than £10m 89% of them said ‘a great customer experience drives customer loyalty’
- Do it properly and you can: put a number on the value of a relationship Calculate profitability (see what works and what doesn’t Thus this guides intelligent marketing investment decisions Ultimately this whole issue is focusing on your particular audience and customer loyalty
- Sitecore has carried a number of research projects investigating the strategies organisations are applying to tune into manage the customer experience. From the research data, we have derived an customer experience maturity model. It comprises of 3 main phases of maturity Attract, Convert and Advocate and 7 sub stages from getting started with some basics to building customer lifetime value. Most organisations are at the Attract phase and have got to the stage of aligning their digital marketing plan, with overall marketing plan and then the overall business objectives. Achieving each of these phases has proven to bring about some really exciting results. Companies who have set up their websites that have automated personalisation and testing have increased their ‘conversions’ by 20%, such a as Easyjet and its only taken a few months to get there. These outcomes are making a significant impact on revenue. When organisations get to the Engage stage, then are really flying, getting that 360 degree realtime view of the customer and then engaging with them with dynamic personlised content across all channels – online and off-line thereby generating conversions. Effective digital marketing can deliver an immediate and measureable ROI! But for many companies they are not there yet and one of the main challenges is this.......
- bring together your digital and off-line channels, together with your content, marketing, campaigns, with your customer intelligence – your customer insight and engagement analytics to deliver this personalised, contextual experience for your customers.
- Reducing the friction A phrase I coined in a blog article earlier this year Or if I could summarise it another way… Make it easy for the customer In our experience in the Travel sector, it tends to be a complicated sale So before we get in to the multi-channel engagement and analytic lets start simple
- Firstly we have the ‘most wanted response’ Which button do I click? In this case its obvious Don’t lead them down dead ends Don’t clutter up the pages with calls to action and content In practice this means not designing by committee or dealing with competing agendas Moving on from that the next stage is to ‘simplify the experience’ Travel is a great example of a complicated sale This is why UX design in the travel sector often leads the way
- 3 years ago the ski weekends site was attracting 200,000 visits across its peak selling period At the time the business was carrying approx 3,000pax which equalled approx 2,000 bookings So that’s a 1% conversion So if we could improve conversion by half a percent then what would we achieve? So we have spent the last few years working on improving the conversion. So for example if you’ve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we won’t be offering you a discount for liking our fan page. Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer service In the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%
- 3 years ago the ski weekends site was attracting 200,000 visits across its peak selling period At the time the business was carrying approx 3,000pax which equalled approx 2,000 bookings So that’s a 1% conversion So if we could improve conversion by half a percent then what would we achieve? So we have spent the last few years working on improving the conversion. So for example if you’ve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we won’t be offering you a discount for liking our fan page. Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer service In the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%
- 3 years ago the ski weekends site was attracting 200,000 visits across its peak selling period At the time the business was carrying approx 3,000pax which equalled approx 2,000 bookings So that’s a 1% conversion So if we could improve conversion by half a percent then what would we achieve? So we have spent the last few years working on improving the conversion. So for example if you’ve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we won’t be offering you a discount for liking our fan page. Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer service In the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%
- 3 years ago the ski weekends site was attracting 200,000 visits across its peak selling period At the time the business was carrying approx 3,000pax which equalled approx 2,000 bookings So that’s a 1% conversion So if we could improve conversion by half a percent then what would we achieve? So we have spent the last few years working on improving the conversion. So for example if you’ve come to the site via a pay-per-click campaign promoting our week tours by coach then the departure points and length of stay start on the right settings (no matter what page you are on). If you like us oon Facebook already then we won’t be offering you a discount for liking our fan page. Improving conversion even goes through to asking for feedback. Our emailers ask then a simple 1-5 question first, we already know their travel details and we can capture valuable data in one click to use on our review pages. This feedback is the absolute gold dust of personalisation and improving customer service In the last 3 years skiweekends has all but doubled in its passenger numbers yet its website visitor traffic has only grown x%
- Learned -Basic level – device Global Mobile is now 25% - was 14% Some of our clients more like 40% GeoIP – google doing it for years Whole host of detecting referrers What site might effect how you talk to them Search Keywords or Advertising Where they are/What they’re doing and potentially what they are looking for before we’ve asked them anything Explicit – interactions, e.g. Signing up, buying or downloading something Implied – the final layer Analyse customer behaviour and how they interact with content Where they dwell, what journey or other properties like Facebook Clever design – subjective categories –e.g. families / adventure helps to build profile This level of learning is like dating First introduced by friend or Tinder Start with questions / understand their likes and subtlties what they mean and then finally you understand they’ll never squeeze the toothpaste from the end! The point is you build this up over time For example… What holiday did they buy last year or previously Price point / Type / Destination When did they buy it and how long before departure? So for 2014 we have a new feed that will give us this data
- Don’t just think about the acquisition strategy In travel nobody buys on impulse and will do their research first Browser will look at 3 to 5 competitors before making a decision? For example you want to buy a hotel in Barcelona for 2 nights. You can buy this hotel on any number of websites. Hotels.com or Booking.com are offering the same hotel at the same price. They’ve killed the margin and they are no longer competing on price. So now its not what they can take away but what they can add back in. The email that come through prior to departure The Text message when you know they should have arrived at the destination. The fact it remembers my payment details and makes it easy to complete the transaction on my phone/ipad All relatively straight forward to do and don’t really cost anything. Holidays or business travel are a big deal to our customers and every little detail counts
- heading to a place where ‘what we know’ can be even more sophisticated We already know where they are. We’ve used Foursquare on mobile optimised tourism site for enabling users to review and rate locations and visitor attractions. But what if we knew how they felt. Facebook is allowing you to express your feeling already. Smart phone technology already can recognise our face.
- Computer vision - Camera detecting your expression to detect your reaction So combine that with wearable tech that can monitor our heart rate etc. Healthcare - Fit Bit Nevermind is a biofeedback-enhanced game that requires you to manage your stress. The more stressed you feel the harder the game gets.
- So if one way or another we know how they feel by some sort of wearable tech, or something more obvious like this - Tshirt os What if we knew their mood or their state of mind. Just as booking.com create anxiety with their little alerts to put you into a state of panic If we knew that they were excited we might be able to put our prices up!
- So what next? You might think I’m crazy talking about this stuff but one could argue the travel industry is in another state of transformation - digitally Nike are now all but in the healthcare business Apple are now have taken an app that started on your desktop to organise music to the iPod, then iTunes store then the iPhone and now the iBeacon to give you contextual based info
- We all like photos of our trips – what about the MemOto automatic camera that takes 2 photos a minute so you have a complete photographic memory of your trip. Imagine hundreds of camera-pinned consumers flying an airline every day, documenting every customer service issue: dirty toilets, rude staff, delayed departures, and any other horrible condition that up to this point was merely a smartphone shot away. Whilst that might seem like a gimmick with them uploading their every move to their facebook profile this might make you think twice about your service delivery. You think its bad now with TripAdvisor. At the moment Rolls Royce have hundreds of sensors measuring 40 times per second on nearly half of all Airliners with a plane taking of every 2.5 seconds all feeding data back to their headquarters in Derby. They go to this effort to ensure reliability and quality of service for their engines. Its not such a stretch that a hotel chain might do the same is it? Google glass to help consumers and help them explore their destination through augmented reality
- Or maybe your staff? Virgin Atlantic Concierge is currently trialing this at the moment. Staff will be able to update passengers on their latest flight information, weather and local events at their destination and translate any foreign language information. In future, the technology could also tell Virgin Atlantic staff their passengers’ dietary and refreshment preferences. Maybe a Downloadable app to welcome them to their accommodation and show them round – no need for the rep! GeoIP sensors in their ticket NFC Sensors in the tickets that open the front door of the apartment? So what can your travel company add to the holiday experience?