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Sarah Barrett - Marketing Director - Liverpool John Lennon Airport

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presentation to Mobile Marketing Travel & Tourism Summit - 12th May 2016

Published in: Marketing
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Sarah Barrett - Marketing Director - Liverpool John Lennon Airport

  1. 1. @ChangeChat @SarahbarrettCX @LPL_Airport Customer Relationships On The Move Liverpool John Lennon Airport’s Journey So Far…… 1
  2. 2. @ChangeChat @SarahbarrettCX @LPL_Airport About Me 2 Marketing & Customer Experience Specialist
  3. 3. @ChangeChat @SarahbarrettCX @LPL_Airport About Me 3
  4. 4. @ChangeChat @SarahbarrettCX @LPL_Airport4 About Liverpool John Lennon Airport
  5. 5. @ChangeChat @SarahbarrettCX @LPL_Airport5 Passenger numbers rose by 18% compared to March 2015 - the highest March figures since 2011. 14th consecutive monthly increase in passenger numbers. 1 million passengers using the Airport this year already - almost 170,000 more than in 2015.
  6. 6. @ChangeChat @SarahbarrettCX @LPL_Airport6 2014/15 2015/16 Likes: 28k Likes: 40k (+12k YOY) Followers: 18k Followers: 28K (+10k YOY) Followers: 900 Followers: 1,926 (+1k YOY) ECRM 265K contacts 411K contacts
  7. 7. @ChangeChat @SarahbarrettCX @LPL_Airport Where were we 18 months Ago? 7
  8. 8. @ChangeChat @SarahbarrettCX @LPL_Airport8 Limited Digital Focus No Customer Experience Strategy Silo Marketing Unresponsive Website Lack of Customer Intelligence No Voice at Board Level New Business Ownership New CEO
  9. 9. @ChangeChat @SarahbarrettCX @LPL_Airport One Challenge 9
  10. 10. @ChangeChat @SarahbarrettCX @LPL_Airport Another Challenge 10
  11. 11. @ChangeChat @SarahbarrettCX @LPL_Airport11 Another Challenge 76% of travellers use social networks to share travel experiences. 44% of 18-34 year olds use social media for planning a trip. 87% of those younger than 34 use Face book to solicit advice before making bookings. 70% of travellers updated their Facebook status whilst on vacation. 50% of travel companies say that direct bookings have been generated from social media. 50% of travellers have changed their original travel plans based on social media commentary.
  12. 12. @ChangeChat @SarahbarrettCX @LPL_Airport 13 things that have really worked 12
  13. 13. @ChangeChat @SarahbarrettCX @LPL_Airport13 1 Customers
  14. 14. @ChangeChat @SarahbarrettCX @LPL_Airport 2- Making Digital Integral to the Business Vision 14
  15. 15. @ChangeChat @SarahbarrettCX @LPL_Airport15
  16. 16. @ChangeChat @SarahbarrettCX @LPL_Airport 3- Assigning an Owner 16
  17. 17. @ChangeChat @SarahbarrettCX @LPL_Airport17 4 Everything is Built on Relationships
  18. 18. @ChangeChat @SarahbarrettCX @LPL_Airport 5 - Create, Inspire and Empower Internal Experts 18
  19. 19. @ChangeChat @SarahbarrettCX @LPL_Airport 6 - Get the Balance Right Tech vs Creativity 19
  20. 20. @ChangeChat @SarahbarrettCX @LPL_Airport20 7 - Ask Customers & Test New Thinking
  21. 21. @ChangeChat @SarahbarrettCX @LPL_Airport 8 - Be Brave and Pioneer New Ideas 21
  22. 22. 9 - Targeted Engagement 22 Visitors by city Visitors by country Country Sessions YOY % Change UK 2,114,444 +118.09 Ireland 37,294 +95.95 Spain 29,683 +79.35 US 19,983 +107.94 France 19,159 +85.42 City Sessions YOY % Change London 467,788 +144.44 Liverpool 441,074 +118.98 Manchester 131,984 +92.99 Preston 56,591 +107.17 Chester 41,504 +294.45 2015 /16 2014 /15
  23. 23. @ChangeChat @SarahbarrettCX @LPL_Airport 10 - Collaborate With the Right Partners 23
  24. 24. @ChangeChat @SarahbarrettCX @LPL_Airport 11 - Don’t Force Feed Sales It doesn’t work for us. Our customer’s hate it and they tell people! 24 50% of travellers have changed their original travel plans based on social media commentary.
  25. 25. 12 - Integrate Seamlessly and Inclusively ‘Omni Channel’ 25
  26. 26. @ChangeChat @SarahbarrettCX @LPL_Airport 13 - Set Challenging Targets 26 Prior Year Performance + Incremental Passenger Growth + Stretch Target per Channel Baked into supplier contracts Baked into all campaign targets Baked into colleague objectives Make Sure the Board Knows About Them
  27. 27. @ChangeChat @SarahbarrettCX @LPL_Airport27 And the Journey Continues…..
  28. 28. @ChangeChat @SarahbarrettCX @LPL_Airport From Service to Relationship 28 #LJLAloves

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