Getting closer to a 360-degree view of your travel customer
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Having rich 1:1 engagements with your customer – whether via email, online, mobile, in the call center or even in the cabin – starts with having a deep understanding of the individual traveler. But getting all of the disparate sources of customer information collected, integrated and continually updated can seem like a momentous task. Having a single view of your customer forms the foundation for insights and true 1:1 personalization. During this TLearn session produced by Tnooz and Boxever we discuss: Why traditionally it has been difficult to build a comprehensive customer profile in travel What are the first steps to collecting information and building a profile Key ways technology can help you resolve multiple guest identities and keep your profiles accurate and dynamic Presenters for this FREE TLearn session are: David O'Flanagan, CEO, Boxever Ruadhan Barry, senior product manager, Boxever Kevin May, editor and moderator, Tnooz Gene Quinn, CEO and producer, Tnooz This TLearn webinar took place on Tuesday 2 December 2014
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Getting closer to a 360-degree view of your travel customer
- 1. Getting Closer to a 360- Degree View of Your Customer TLearn webinar 2 December 2014
- 2. Your hosts Kevin May Editor & moderator Gene Quinn CEO & producer
- 3. Your presenters David O’Flanagan CEO Boxever Ruadhan Barry Sr. Product Manager Boxever
- 4. Getting Closer to a 360-degree View of Your Customer
- 5. 5 to 15 separate databases of customer-related information
- 7. Data froIdme nMtiutyl tRipelseo lCuhtiaonnnels Customer 360° Transactions Mobile CRS/ (Behavioural) Web UI (Behavioural) Support Loyalty Social (Twitter/FB) Demograhics (Experian, etc)
- 8. • Lower Acquisition Costs • Increase Conversion • Improve Retention
- 9. Fast Track to 360-Degree View Web Tagging & Tracking Transaction Data Integration Mobile Tagging & Track Other Systems Call Center, Loyalty, Social, Etc. Sophistication/ Completeness Value Anonymous & known visitors Identity resolution cross devices Marry purchases behavior
- 10. IdentityI dReenstoitlyu tRieosno lution Cookie ID(s) Customer ID Profile FFP ID Credit Card Name Email Address Trip Data
- 11. CONTEXT Matters…
- 12. Smart Acquisition See your customer across - Channels - Brands - Region - Time
- 13. Increase Conversion Personalising the experience - Per Channel - Omnichannel Offers@Spinair To: Dave Terlier Did you forget something?
- 14. Improve Retention Using Data - Commuications - Operations
- 15. Big Data That’s Going Places Thank You www.boxever.com @Boxever
- 16. Q & A
- 17. Thank you! Send your questions and comments to kevin@tnooz.com Replay and presentation of webinar will be available on www.tnooz.com
Editor's Notes
- Personalization is a hot topic with travel marketers – and personalized marketing is what Boxever enables for airlines, OTAs, and other travel providers. Having rich 1:1 engagements with your customer - whether via email, online, via mobile, in the call centre or even in the cabin - starts with having a deep understanding of each individual traveler. But getting all of the various, disparate sources of customer information collected, integrated, and always up to date can seem like a momentous task. However, having a 360-degree view of your customer forms the foundation for insights and true 1:1 personalization.
- Why is it so hard to get a complete picture of your customers? Customer data is scattered across databases – the companies we work with have between 5-15 customer related databases! These include travel related (booking systems & loyalty), channel related (web, email, mobile), third party (social, demographic). Different areas of the business own these various databases – coordinating sharing and integration often falls behind getting one’s own job done with one’s own database. Legacy travel systems are complex and the data structure and format is not easily combined with other data sources. Combine that with “inconsistent” traveler behavior – across multiple devices and multiple session and multiple context (business versus leisure). Can result in multiple disparate profiles for a single traveler
- (Comment on poll results) Building a single customer view is the starting point for any more sophisticated segmentation, analytics, and personalization you may want to do. Ru’s going to talk about building this and ways to apply it once it’s built,
- Address these questions: What is identity resolution? How does it work? How accurate is it or does it need to be? We all give identification markers: IP addresses Cookies Names Email addresses Passport numbers Credit Cards Loyalty Card info Some more useful than others.
- Why does having a SCV matter? (discuss benes on slide) (Hand to Ru to talk about how this manifests in real like)
- We’ve helped our customers get to rich profiles in 6-8 weeks. Here are our best practices around fast-tracking to 360-degree view of customer. Start with the web: anonymous visitor tracking (keeping the history); clicks, views, purchases, etc.; get pretty far with profile creation with web data. Plus it’s relatively low-touch, low IT involvement. Priority integrations – web and email, then booking system Keep profiles clean and accurate with identity resolution algos Better understand user base through segmentation
- Address these questions: What is identity resolution? How does it work? How accurate is it or does it need to be? We all give identification markers: IP addresses Cookies Names Email addresses Passport numbers Credit Cards Loyalty Card info Some more useful than others.
- Business vs Family travel Change in lifestage Limiting communication to what has been shared in the past, rather than explicitly using inferred information - Target example Identification algorithms - weighted identification at the storage level rather than the decisioning level Storing customer data - tip hat to privacy trends and legislation Enrichment of the profile (social, DMP, other 3rd party sources) - enriching is desinged to help you make better recommendations, not to overstep the mark like a facebook stalker who says how nice your holiday pics were. Once you know who someone is, then what? Using experience to personalise conversation More about the Little Black Book Blog concept
- Lower Acquisition Costs Easier Tags across sites Service based architecture rather than flat file transfers Harder Transactional Systems Legacy Systems