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Uniting the touchpoints - the Asia Miles story

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The presentation from Marcus Lui, head of customer experience & design, on the Asia Miles story

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Uniting the touchpoints - the Asia Miles story

  1. 1. Uniting the Touchpoints The Asia Miles story Marcus Lui Head of Customer Experience & Design, Asia Miles 2015 Transform Conference Asia-Pacific November 18, 2015
  2. 2. Asia Miles Evolution 18/11/2015
  3. 3. major markets12 Asia Miles as of Today 8million members worldwide USA Canada South East Asia China Hong Kong Taiwan 18/11/2015 Recently reached
  4. 4. More than 600 Programme Partners June 11, 2015 Towards stakeholder centricity: Our journey so far18/11/2015 • 25 airline partners • 350+ dining partners • 1,000 online shopping merchant partners • 1,800+ travel and lifestyle rewards
  5. 5. To be the leading lifestyle rewards programme in Asia. Our Vision: 18/11/2015 Uniting the Touchpoints: The Asia Miles Story
  6. 6. 18/11/2015 Uniting the Touchpoints: The Asia Miles Story To celebrate and reward life by enriching our members’ lifestyles with experiences they love. Our Mission :
  7. 7. Easy Delightful Responsive Personal Excellent Connected Transformation of Asia Miles Brand Experience: Brand Values 18/11/2015
  8. 8. Our Brand Promise 18/11/2015
  9. 9. PartnersMembers Employees Shareholder Our Stakeholder Community 18/11/2015
  10. 10. We are one of the earliest companies in Hong Kong to embrace Design Thinking as a core competency. 18/11/2015
  11. 11. Our Journey Towards Stakeholder Centricity 18/11/2015
  12. 12. June 11, 2015 Towards Stakeholder Centricity: Our Journey So Far18/11/2015 Internalising Demonstrating Iterating
  13. 13. June 11, 2015 Towards Stakeholder Centricity: Our Journey So Far “Internalising Design Thinking as Company’s DNA.” Internalising Demonstrating Iterating 18/11/2015
  14. 14. June 11, 2015 Towards Stakeholder Centricity: Our Journey So Far Induction Workshop Introducing the Design Thinking framework 18/11/2015
  15. 15. Role of the Customer Experience & Design Team Educator Mentor Project Leader Consultant 18/11/2015
  16. 16. June 11, 2015 Towards Stakeholder Centricity: Our Journey So Far Set up Members’ Online Community 18/11/2015
  17. 17. “It is important that we demonstrate the benefits of Design Thinking.” Internalising Demonstrating Iterating 18/11/2015
  18. 18. Asia Miles Office is an Example of Design Thinking 18/11/2015
  19. 19. More Examples: Applying Design Thinking on Strategic Projects 18/11/2015
  20. 20. Entertainment pillar : Empathise • Visited AML members’ homes to understand their lifestyle • Made observation before, during and after concert 18/11/2015
  21. 21. Hacken Lee & Joey Yung Concert Experience Case #1 18/11/2015
  22. 22. Entertainment pillar : Implementation • Title sponsorship for Hacken Lee & Joey Yung concert • Backstage Pass for a photo taking opportunity to bring home the memories 18/11/2015
  23. 23. Membership Card Design Case #2 18/11/2015
  24. 24. Membership Card Design Round 1 • Evaluate graphical prototypes • Narrow down the design direction • Eliminate undesired options 18/11/2015
  25. 25. Round 2 • Evaluate physical card prototypes • Review cards in production quality • Select and identify ultimate winner Membership Card Design 18/11/2015
  26. 26. A Balance Between Preference and Brand Fit 18/11/2015
  27. 27. “Iterating Design Thinking to suit the organisation.” Internalising Demonstrating Iterating 18/11/2015
  28. 28. Asia Miles’ Way Of Innovation Empathetic, Agile, Cost-effective SOLUTION IDENTIFICATI- ON COST & BENEFIT INSIGHTS & PRIORITISE SOLUTION SELECTION 18/11/2015
  29. 29. This is only the beginning. 18/11/2015
  30. 30. June 11, 2015 Towards Stakeholder Centricity: Our Journey So Far Q & A Thank You!

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