Sky Onboarding Journey Strategy - Methodology and Roojoom Case Study

MDI Intro Customer Connectivity

Budgets werden an den falschen stellen investiert
Es ist keineswegs der Fall das Marken nicht handeln: sie unterschätzen
die Dringlichkeit und verlagern Ihren Fokus nicht schnell genug.
66%
der Nutzer sehen ein Call
Center als letzte Alternative
um mit Marken in
Kontakt zu treten
14%
der Nutzer glauben
an Werbung
Community
Nutzer
Quelle: Lithium
BEEF4BRANDS III – München, 31. Mai 2017

Herausforderungen im Digital Customer Experience
Social channels Website Mobile
Wo sind Kunden unterwegs?
Wonach suchen sie?
Die Marke
Wer liefert Antworten?
Recherche &
Entdecken
Andere Kunden & Fans UGC Suche
Chat & messaging
Eigene
Engagement
Plattformen
z.B. von
Google
Tipps &
Tricks
Problem-
lösungen
Share
& Connect

Hot: Customer Journey Management
2018201720162015
Big Data
&
AnalyticsZentrale
Kundenprofile
Customer Journey
Management
HeuteBEEF4BRANDS III – München, 31. Mai 2017

Best practice: Kundenführung von Ikea

SKY
DEUTSCHLANDRoberto Calenda

Transforming customer dialog for
onboarding of new customers

My team and myself
• My and my team’s effort is focused on helping
customers better realizing and utilizing the high
quality and rich experience we provide – as we
believe we are the best in the market.
• As an onboarding and prevention director I am in
charge of customer satisfaction and success in the
critical stages of their lifecycle – beginning to end

Our challenges as a brand
• Strategically Netflix and other
emerging players are making it
harder for us to retain customers.
• Value for their money is becoming
more sensitive issue for our
customers
• As a result the company is focusing
even more on onboarding and
retention with the aim of
increasing awareness, improving
usage and enforcing customer loyalty

Our transformation in customer dialog
We embarked on a transformation program transforming customer dialog, using an
emerging ‘Personal Journey Hub’ technology powered by the Roojoom cloud.
For a large organization like Sky transforming communication is a major endeavor.
Doing it right require an internal commitment and an agile vendor.
TODAYBEFORE
Best effort journey Systematic journey modeling
Segmented approach 1:1 personalization
Email centric Web app centric
Content by ‘sendout’ Content by personal goal
+29%
Business Performance
+78%
Digital Engagement
+280%
Digital Brand-time

Our traditional approach
Activation
week
The challenges:
• 9 email templates = 9
segments
• Content by ‘sendout’
• Low email open rate
• Limited visibility into read
content
• Content creation
• Complex segmentation
• Analytics
• Many integrated platforms
• Little flexibility to change and
optimize

Our new approach using Roojoom Personal HubsTM
• Personal Journey Hub
is a new ‘medium’ for
digital personal
customer
communication.
• Every customer is
invoked with their own
personal hub.
Onboarding Journey Processing
Sky Customer Data
Pascal
Laura
Sabrina
Thomas
Quelle: Roojoom Ltd.

Our implementation steps
VOD
App download
Self Service
Usage
Goals & Content CMS composition Journey modeling Personalization and delivery
• Design the journey -> set goals -> execute against each customer
individually
• Over time -> measure -> optimize…

Our personal journey hub for each customer
Renew
PreventionUsage and retentionOnboardingCommitmentComparisonDiscovery
UseEducateConnect
Activation
week
The Personal Journey Hub:
• Guides a personal journey over time
• Calculate personal objectives in real-
time
• Build rich guided web experience in
real-time
• Reach-out to customers with personal
email and SMS
• Generate personal web experience in
real-time
• Analytics to track journey and action
behavior
• Cross device, multi-channel

Pasca vs. Sabrina
Pascal: link
Plan sports
HW: Sky+ Pro
Status: Connected
Permission: No
SkyGo: Use
Redemption: Yes
Educated: No
Sabrina day 14: link
Plan Cinema
HW: Sky+
Status: Not connected
Permission: OK
SkyGo: Use
Redemption: No
Educated: No
Personal Journey Hub for 2 individuals at different touchpoints overtime

Live demo
Personal link: here Personal link: here Personal link: here
Name Sabrina
Plan Cinema
HW: Sky+
Permission: OK
SkyGo: Use
Redemption: No
Educated: No
Name Pascal
Plan sports
HW: Sky+ Pro
Status: Connected
Permission: No
SkyGo: Use
Redemption: Yes
Educated: No
Name Nicole
Plan Entertainment
HW: Sky+
Permission: OK
SkyGo: No
Redemption: Yes
Educated: No

Email is no longer the content – only the messaging channel
TODAY
Personal Hub display content email used as a simple notification channel
BEFORE
Long linear email
with content inside
Encrypted
Personal link
+103%
entered SKY
content
+280%
content read

Digital transformation is never easy
Key takeaways
• Business impact
• Planning is key
• Know your customer’s
journey - key for the right
planning
• Don’t be afraid to make
changes
Moving forward
• Expanding to other
lifecycle stages
• Enabling direct
transactions

Customer Connectivity Check
NUTZER
CONTENT
TRAFFIC
AKTIVITÄT
INTERAKTION
AFFINITÄT
CUSTOMER CONNECTIVITY CHECK
Erfolgreiches Engagement Management
Lösungsansätze
Bewertung des Nutzens
schnell und einfach umsetzbare Ansätze
sowie mittel- und längerfristige Lösungen
jede einzelne Maßnahme wird
hinsichtlich ihres Nutzens bewertet
* Special-Preis für
Teilnehmer der
BEEF4BRANDS
Der MUNICH DIGITAL Customer Connectivity Check prüft ganzheitlich die
„Customer Connectivity“ Ihres Unternehmens sowie Ihren Markenauftritt.
Wir analysieren und bewerten diese anhand von sechs Hauptkriterien.

Sky Onboarding Journey Strategy - Methodology and Roojoom Case Study

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