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It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
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Today's savvy customers expect brands to provide a consistent and personalised experience across all available channels.
Based on our research, we discovered that incorrect personalisation could result in the customer being lost. In Europe alone, 55% of consumers found irrelevant and inconsistent brand communication to be highly frustrating.
So, how do you personalise your customers' interactions with your brand?
This slide presentation will provide you with actionable insights for your personalisation strategy, allowing you to start building relationships and stop losing customers.
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It’s no longer enough for brands to just have an app (or a suite of apps) and promote it through traditional channels. Now that brands recognize the impact mobile apps are having on business, their focus is shifting to employ a strategic marketing approach to their apps.
All this means that big brands are starting to treat their apps as more than just another channel – they’re treating them as a business. And they’re getting serious about marketing their apps, by putting the marketing resources behind them and incorporating apps as part of their ongoing strategy.
Top-tier brands like Coca Cola®, Sephora®, Wal-Mart®, and many more are all publically talking about the central role apps play in their marketing strategy. Here, we’ll describe what some of those brands are doing, how they’re doing it, and outline 10 strategic moves brands are employing to get more strategic about their mobile apps.
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Today's savvy customers expect brands to provide a consistent and personalised experience across all available channels.
Based on our research, we discovered that incorrect personalisation could result in the customer being lost. In Europe alone, 55% of consumers found irrelevant and inconsistent brand communication to be highly frustrating.
So, how do you personalise your customers' interactions with your brand?
This slide presentation will provide you with actionable insights for your personalisation strategy, allowing you to start building relationships and stop losing customers.
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Tokopedia, founded in 2009 is a unicorn company and is Indonesia's largest online marketplace with a user base of over 75 million+ active users. Learn here how Tokopedia streamlined Cross-channel user engagement and improved first-month user retention by 60%.
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Today’s consumers live in a hyper-connected world. They switch between mobiles, desktops, using multiple channels and platforms. This presentation covers the strategies and best practices to implement omni-channel user engagement to drive growth for your company in 2019.
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Are you able to gauge Push Delivery Campaign success correctly? What are the factors affecting your Push campaigns? Is there a way to achieve higher delivery rate with all mobile devices?
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To Amplify Push delivery for your brand click here https://bit.ly/2BDNWjZ
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Slides used in our Webinar on "Driving Mobile User Engagement using In-App Messages". Learn how you can drive better mobile user engagement through best practices in using 'In-App Messages'. To know more, visit http://moengage.com
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This is an independent UX expert review based on my proprietary UX checklist for digital health apps. The checklist is based on findings from user testing of 20 health and wellbeing apps. The apps are reviewed against 70 guidelines in 5 categories:
Onboarding and homepage – checkpoints related to first-time user experience (from sign up flow to reaching the home screen of the app)
Tracking – tracking of users’ health data and/or symptoms
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Content – findability and presentation of content
Support and education – how well the app uses both data and content to guide and educate users
---
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Case Study : How CleverTap helped BookMyShow increase User RetentionCleverTap
Read this case study to understand the challenges faced by apps like BookMyShow & how CleverTap provides solutions via its Behavioral Analytics & Engagement platform.
This Snapchat marketing plan was designed for a real client in Fall 2016 as a part of a project for a Digital Marketing course. This project was developed, researched, and designed with the goals of boosting the presence and sales of the cafe, Press Cafe, located in Ithaca, NY. With this detailed plan, the Press Cafe owners were able to understand how Snapchat is a powerful platform for business owners to use that are looking to drive brand awareness, engage a wide-range of customers, and increase business by utilizing the marketing tactics listed in the document.
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This ppt gives the brief description of ppt submission sites, the benefit of ppt submission sites and provide the list of high PR ppt submission sites.
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Is your financial firm prepared to deploy a contact center of the future? In this new Accenture Distribution & Marketing presentation, we explore a customer strategy and contact center interaction design framework to address changing customer engagement preferences and technology advancements. Key to this strategy is balancing digital with the human touch. View the presentation to learn more or read our blog series on the topic: https://accntu.re/2vLYkiT
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Interested in learning more? Contact our team for additional information.
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Slides used in our Webinar on "Driving Mobile User Engagement using In-App Messages". Learn how you can drive better mobile user engagement through best practices in using 'In-App Messages'. To know more, visit http://moengage.com
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This is an independent UX expert review based on my proprietary UX checklist for digital health apps. The checklist is based on findings from user testing of 20 health and wellbeing apps. The apps are reviewed against 70 guidelines in 5 categories:
Onboarding and homepage – checkpoints related to first-time user experience (from sign up flow to reaching the home screen of the app)
Tracking – tracking of users’ health data and/or symptoms
Data visualisation – how well the app uses data from tracking to display and visualise insights, progress and patterns
Content – findability and presentation of content
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---
More UX reviews of health and wellbeing apps: https://www.panacea.digital/reviews/
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Read more: http://bit.ly/1AjioCI
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Using the Amazon Connect Native Integration activity pack and setting up a practical example
Setting up authentication and initial configuration on both the UiPath and AWS side
Triggering a UiPath job based on input received using both the Activity Pack and Connector
Setting up a simple solution incorporating Amazon Comprehend
Practical examples of additional workflow actions integrated with both Connect, Comprehend, and other CCI capabilities
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Mo Roy, Sales Engineer @UiPath
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Analyze the social media performance of Top Movie Theater Brands. Find out how much engagement these brands receive, insights into their campaigns etc.
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주요 내용
- Growth Hacking의 개념 정의와 대표적 사례
- Growth Hacking의 기본 분석 방법론
- Growth Hacking 기법의 로켓펀치(http://rocketpun.ch/), 클럽믹스(http://clubmix.co.kr/) 실제 적용 사례
This ppt gives the brief description of ppt submission sites, the benefit of ppt submission sites and provide the list of high PR ppt submission sites.
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The Art & Science of Converting Hotel Guests on Your Website Nancy Huang
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+447400999957
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- Personalization should span all channels — because your customer is omnichannel and uses multiple touch points in his or her journey with your organization.
- The fragmentation of channels and customer data makes digital and offline personalization extremely challenging.
- A unified data layer helps consolidate “data signals” from across channels to form a complete, 360-degree view of the customer that enables personalized experiences.
- It is imperative to apply ethical standards to how data should be used and joined as you direct your organization toward deeper omnichannel personalization.
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Summary of the book, "The Rise of the Platform Marketer," which contains 9 essential competencies of platform marketing. To buy this book: http://amzn.to/1N7qcCl
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Digital Transformation Road Map for Customer Service with Dynamics 365Manish Chauhan
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Successful marketing provides innovative ways to give your customers a great experience on every site visit. This session explores how to identify initiatives that drive revenue, customer success or operational effectiveness using Kentico EMS.
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Bridging the Personalization Gap - Adnan SauafSITA
There is a lot of talk about personalizing the message and offers to your customers but sadly the research shows that companies are not even identifying the customer correctly instead using multiple marketing tools to bombard the customer with competing offers across channels.
Learn how to effectively utilize all of Sitecore CMS features and build a fully integrated Sitecore platform. As a certified Sitecore partner, Ameex offers end-to-end Sitecore development solutions and services and help you achieve bottom-line results. Contact our Sitecore experts for a free consultation
Achieve your objectives with the ONEcount solution.
Explore tactical marketing strategies based on key components of the platform including: Audience
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This playbook contains best practices for each component to data into revenue.
Building with Drupal: Personalized Digital Experiences for Higher EducationRachel Wandishin
Due to its flexibility, scalability, and ease of implementation, Drupal has long been the preferred CMS platform for higher education. With personalization becoming an increasingly desirable feature in the marketing toolkit, more and more institutions are looking for ways to incorporate it into their existing Drupal sites — or to put it front and center for new Drupal projects.
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5. Artificial Intelligence is any code,
technique or algorithm that enables
machines to mimic, develop &
demonstrate human cognition and
behaviour
6. Foundational building blocks and key elements
• Artificial intelligence is built on the foundation of two technologies:
• Machine Learning (ML) and
• Natural Language Processing (NLP).
• Deep learning and Natural Language Understanding extend its capabilities.
15. New Generation of Content Management System - Website
• AI is able to dynamically change the look and feel of a website in real time, as
travelers engage with it,
• Dramatically boost conversions, whether it’s to sell a seat upgrade,
a more direct flight or special offers for their trip.
And it can do this where airlines need it most, for return visitors or customers
enrolled in loyalty programs.
16. PERSONALISATION: THE WHAT, HOW AND WHY
• Showing the same content to every website visitor is a bit like serving
the same meal for dinner every day. And for breakfast and lunch.
Today’s digital marketing is all about context. The more you know
about the context of your visitor, the more relevant you can make the
experience.
• But how do you make this happen?
Source : Sitecore
17. Website visitor - Personalisation
• The moment a person visits your website, you get an abundance of information, even
without them leaving an email address or reaching out. You know the visitor’s geolocation,
the device type, browser, language, the channel they visit from and more. While they
browse the site they leave more traces: the pages they looked at, the content they
consumed and specific actions they triggered. On top of that we could even load 3rd party
data based on the location, for instance, weather information.
Show information about a location near that person
Providing relevant content to your visitors immediately
increases the possibility of them doing business with you. You
help them navigate your site more easily and guide them
through the different stages of the customer journey.
DEFINE YOUR AUDIENCE AND START PROFILING
Start with the largest audience that has the highest
potential value and that’s easiest to identify
Define profiles to track users as they navigate through
your site
Sitecore Experience Platform allows you to define these
profiles easily
User actions indicate engagement on your website
Configure these goals and engagement values in the Sitecore
Experience Platform
18. Personalisation is the method for displaying targeted, relevant
content to your contacts based on their characteristics and
behavior, such as location, gender, or previous visits.
The Rule Set Editor uses these logic-based rules to determine
whether a contact or a segment meets a condition and changes
the content accordingly.
With personalisation, you can ensure that the right
content reaches the right contacts, for example, by
showing, hiding, or adjusting content.
Among other things, you can use personalization to:
•Show different content to contacts based on their
geographic location.
•Hide a registration form from contacts who have
previously filled out the form.
•Change the text in a website banner based on a
contact's referring site.
19. Three different personalisation categories:
• Rule based personalisation
o Changing call to actions and after a specific goal is triggered
o Showing different content to new vs returning visitors
o Adapt the mobile experience by hiding or showing content
based on device type
• Implicit personalisation (based on what visitors are doing on your
site)
• Serve content relevant to their stage in the customer
journey, their interests and intent
• Explicit personalisation (based on specific user data)
• Using actual data that you gathered from your visitors,
Sitecore CMS allows you to save that data to the users’ profile
and to use that data for personalisation
20. Content personalisation based on profile
• Profile
o Profile keys: Profile keys are attributes that are applied
to your personas – think of audience segments or
content categories.
Profile cards (Personas): Profile cards are groups of
profile keys (attributes) that are used to assign
values to content items or components.
Pattern cards: Pattern cards are used to map
profile values to your website visitors. These
cards are used to profile your audience and
make assumptions about who specific types of
visitors are and what you want them to see.
23. EVOLUTIONARY ALGORITHMS
• HARNESS THE POWER OF ARTIFICIAL INTELLIGENCE
• Ascend leverages evolutionary algorithms and Bayesian statistics to evolve
winning website designs. It identifies promising concepts, combines them
with each other, and rapidly repeats the process to evolve the designs that
convert best.
24. MASSIVELY MULTIVARIATE
• Unlike traditional A/B testing solutions, Ascend
lets you test all your ideas at once, actively
finding top performing concepts and
combining them into winning site experiences.
It compresses years worth of testing into a
month by combining high-level AI with your
team's creativity.
FULL-FUNNEL OPTIMIZATION
TEST ENTIRE JOURNEYS IN A SINGLE EXPERIMENT
Individual pages in your sales and lead generation
funnel can influence each other and Ascend,
uniquely, allows you to test tons of ideas across
multiple pages. That means you can evaluate an
entire journey in a single experiment as opposed to
multiple individual tests
29. Nina the Travel concierge by Caravelo
Turn messenger platforms into a channel for sales and servicing
NINA enables a personalized and ‘always available’ direct relationship with your
passengers with the use of Chatbot technology
FEATURES, UTILITY, DEPLOYMENT
• NLU based flight search with in-chat payment
• Answer questions with contextual responses
• Multiple language capability
• Connected to multiple messenger platforms
• Fully white-label solution: your brand assimilated in every interaction
• Seamless integration with airline PSS and other systems
Source : Caravello
30. KLM -Chatbot Facebook Messenger plugins / API
Nexmo Chat App API integrates
with Salesforce CRM
booking confirmation 24 hour check in reminder Boarding Pass Delay Notification
Source : AF/KLM
34. DigitalGenius
• Automatically Fill Case Data &
Suggest Answers
• We believe agents should spend
time offering a personalized
customer experience instead of
doing menial, repetitive tasks.
That's why we train our AI to
predict case meta-data & suggest
or automate answers. This saves
valuable time and improves
accuracy every time you receive a
new message.
35. DigitalGenius CoPilot - Here’s How It Works
• AI Model Training
• Predictive Case Intelligence
• When a message comes in, the
model will then predict the relevant
meta-data about the case, such as
tags and other case details. This
Predictive Case Intelligence can also
route cases to the most appropriate
team members.
• Human+AI Question Answering
• AI-powered decisions are made as a
new message arrives via Email,
Social Media, Mobile Messaging or
Live Chat. CoPilot will suggest the
best answer to the agent.
40. Engage with your customers
• Email is still an enormously important and powerful channel for us, but I
wouldn’t consider it the optimal channel for many customers.
• Push messaging and SMS can be particularly effective, but they’re also
very sensitive channels. There’s only a certain amount of tolerance that any
customer has for relevance and for offer cadence, right?
“Offer me things that are relevant to me and not too often.” We have found
that those sensitivities — and rightly so — go up significantly when talking
about other channels like SMS and push.
41. ACHIEVING TRUE PERSONALISATION
SINGLE TOUCHPOINT AND PAY & SPRAY
• Customer data scattered
• Generic marketing campaigns
• Organisation centric and siloed customer contact
DATA MANAGEMENT PLATFORM / CUSTOMER DATA PLATFORM
• Cross channel use cases
• 360 customer profile & audiences
• Recommendations
JOURNEY ORCHESTRATION
• Customer journey management
• Full ecosystem integration
ARTIFICAL INTELLIGENCE
• Automated real-time decision making
• Complete raw data pool available
• True automated 1:1 personalisation
ACHIEVING TRUE PERSONALISATION WITH INTELLIGENT JOURNEY ORCHESTRATION
41Source : Relay42
Single
touchpoint
Across
touchpoints
Journey
Orchestration
1-all
1-many
1:1
DMP CDP
Customer centricity
True personalisation
42. INTELLIGENT JOURNEY ORCHESTRATION
42
Single customer view
Customer systems
UNIFY
DATA
Digital channels
Journey
orchestration
Dynamic
content
ENGAGE IN
JOURNEYS
Paid channels
Owned channels
Artificial Intelligence
PREDICT
BEHAVIOUR
2nd party data 3rd party data
Source : Relay42
43. INTEGRATE ARTIFICIAL INTELLIGENCE
Create models,
structured from travel
industry experience but
tailored by learning
from your customer
data
Use Deep Learning
algorithms with
Recurrent Neural
Networks
43
Applied at an individual
level, in real-time,
available for immediate
activation within the
Relay42 platform
Source : Relay42
44. TRAVEL INDUSTRY SPECIFIC A.I. MODELS
LIKELINESS TO CONVERT
"Will convert with X% change
in X number of days"
SEARCH RECOMMENDATIONS
"Other people also showed
certain behavior OR
converted"
BEHAVIORAL CLUSTERING
“New or existing customers
showing repetitive behavior over
X days into the future"
UPSELL RECOMMENDATIONS
"What upsell combination has
the highest conversion
potential"
NEXT BEST PRODUCT
"What next product should
we offer including re-
activation"
PSYCHOGRAPHIC MODELS
“Target attitude X based
customers with dynamic
message Y”
EXAMPLE OF A.I. MODELS USED WITHIN YOUR INDUSTRY
Source : Relay42
48. Emarsys
Identifying the best channels
• How should you contact the
customer? Using engagement
probability, understand the
likelihood that each contact
responds to individual
channels, so you can optimize
your channel spend by
engaging with contacts
through their preferred
method of communication.
49. A personalized email will typically:
•Use the customer’s name.
•Contain a CTA to join your VIP or loyalty program.
•Contain offers most likely to entice the individual.
•Contain cross- and up-sell ads for additional add-ons or for partners like car rental and hotel options.
Emarsys data suggests that roughly 16% of total airline revenue comes from additional cross-sell or
upsells.
•Present personalized recommendations and live pricing and availability.
Personalised Email
50. Optimize message timing for the best chance
of engagement
When is the right time to
contact the customer? AI
identifies what day and time to
send a message when each
individual recipient is at their
most responsive.
51. Automatically tailor content in real time
• Effortlessly include the most engaging content in your email,
populated at the exact moment it is opened. Combine website, social,
and product data with customer behavior history for rich and relevant
contextualization capabilities.
52. KLM: PERSONALISATION WITH AI
Challenge
• Develop smarter, more effective media buying models
through data
• Serve relevant display advertising
Solution
• Combined website and app interactions with customer data
from email, social CRM, call center and affiliates. Data was
synced in Google Analytics 360.
• Developed predictive model which served in real-time the most-
relevant ad to every individual.
About the customer
KLM Royal Dutch Airlines is the flag carrier airline of the Netherlands,
part of Air France-KLM group. KLM has over 35,000 employees and
serves to 145 destinations.
Lower cost
per booking
40%
More bookings
at same spend
2x
Higher click-
through rate
1.4 x
USING RELAY42 & GOOGLE TO BE SMARTER AND MORE PERSONAL
Source : Relay42
53. Boxever - Drive higher engagement and conversion
• Predictive Segments to better target your email campaigns
for increased conversions (refresh every 24 hrs)
• Targeted messages that actually impact behavior
• 100 of options for responsive personalization
• Identify every customer on your website
• follow their journey along the way, from landing page
through conversion and beyond, to return visits
• Build out a rich guest profile
• Combining fragments of data from separate
sources by accurately modeling omnichannel
customer transactions and behaviors
Source : Boxever
55. The “Age of the Customer” in airlines
with Salesforce Einstein: AI for the World's Smartest CRM
Japan Airlines aligns employees to improve service in the skies
DELTA AIR LINES
“We ask questions and get answers in real time.”
Airbus is leveraging the predictive capabilities of Salesforce
Einstein to “make predictions and recommendations that
optimize the customer experience”.
Virgin America Taking the guest experience to a whole new level
• Optimising B2B sales efficiency
create a single customer view across organisational silos,
provide tools for analytics, bring CPQ optimisation and
automate the processes.
• Creating personalised, seamless journeys
provide more meaningful connections with the passengers across all
touch points.
• Rapidly digitising processes
Many airlines are utilising apps to rapidly digitise passenger-facing
processes, such as compensation, and internal ones, like the Turn-
Around process.
KLM
“With the help of Salesforce, our 24/7 customer service department
uses social media as an end-to-end source for solving any queries.
Source : Salesforce
56. TRANSFORMING THE TRAVEL EXPERIENCE
FROM STATUS QUO TO EXCEPTIONAL
Status Quo: Heavy search involved on traveler’s part, and the
process is very manual. Travelers must find a travel agent, an airline,
or a discount site to find the right flights, prices, and activities.
Exceptional: Travel companies sending personalised content based
on interests, past travel, and budget, with real-time flight pricing and
availability before a traveler even realizes they want to travel.
Status Quo: Automatic seat assignment, one-size-fits-all emails with basic travel information
unspecific to a traveler’s trip outside of flight and destination.
Exceptional: Dynamic communications that personalize confirmations with real-time countdown to
check-in information, available seat upgrades, and upcoming weather for the trip.
57. TRANSFORMING THE TRAVEL EXPERIENCE
FROM STATUS QUO TO EXCEPTIONAL (Contd.)
Status Quo: Relying on multiple sources for reminders, reservations,
itineraries, weather forecasts, and other travel-related information.
Exceptional: Travelers can rely on one source; all information can be
provided in a dynamic email or mobile app.
Status Quo: Static information: email and notifications include flight number, departure details,
and confirmation number.
Exceptional: Notifications leading up to the trip come to preferred device, and include real-time
updates on flight status, currency exchange rates, hotel prices, available seat upgrades,
destination weather forecast, and more. Communications can also include invitations to join
loyalty
programs and newsletters specific to a traveler’s interests.
58. TRANSFORMING THE TRAVEL EXPERIENCE
FROM STATUS QUO TO EXCEPTIONAL
Status Quo: Hotel and activity bookings done before the trip even took
place. Travelers spent time researching and planning activities for their
trip before they departed.
Exceptional: As travelers open confirmation emails, they see available
hotel prices, weather, activities, and more, based on their destination and
current location during travel, allowing them to make decisions in the
moment.
Status Quo: Travelers had to manage a bevy of emails, text reminders, and push notifications
from multiple apps for information on their trip.
Exceptional: One email or app that contains all the information travelers need during a trip. Open
time content means the content adapts to where the traveler is, how close they are to their trip,
and their preferences for their itinerary.
59. TRANSFORMING THE TRAVEL EXPERIENCE
FROM STATUS QUO TO EXCEPTIONAL (Contd.)
Status Quo: After trips, travelers are pushed into a ‘segment’ for one-
size-fits-all campaigns, and receive emails and incentives for all-
encompassing sales, travel destinations, and hotels, regardless of their
preferences.
Exceptional: Determine the optimal time to contact a customer after the
trip, and follow up with personalised content, upcoming flight specials, or
recommended trips that fit the customer’s profile; proof that this travel
provider understands travel habits, needs, and wants.
Status Quo: Travelers enrolled in rewards programs receive the same incentives across the board.
Spend a dollar, or travel a mile, and get standardized points toward your next flight, regardless of
frequency, spend, or interests with the travel company.
Exceptional: Incentive programs should reflect not only the preferences of the traveler, but their
importance to your business. A traveler who uses your company once doesn’t have the same value
as one who chooses your company regularly, and their incentives should reflect that.
62. Personalised Push Notifications – AI powered
• Artificial Intelligence powered push
notifications to truly engage audiences
at a 1:1 level.
• Every aspect of a customer’s
engagement including factors like their
device type and previous interactions
with your brand’s push notifications
are taken into consideration to build
them right.
Source : SITA
63. Pepper -A humanoid robot with artificial
intelligence at Munich Airport
Pepper welcome passengers and answer their
questions about shops, restaurants and flight
operations.
Young Daniel asks Josie Pepper the way to the nearest play
area. The lady robot answers without hesitation
IBM Watson Internet of Things (IoT) cloud-based,
artificial intelligence technologies are behind Josie
Pepper’s capabilities.
64. Key Take Away
• With Artificial Intelligence (Chatbots, NLP, Predictive Analytics)
Know your customers to make smarter / personalised offers
Create Real time 1:1 personalised experience across channels
Increase Conversions & cross selling opportunities
Realise additional revenue opportunities
Turn more customers into loyal advocates
65. New generation of customers – Tech savvy /
always connected
• In five years, this level of personalisation will be the new normal,
especially for younger generations, who are used to relying on
technology to solve many of their problems – wherever, whenever and
however they want.
66. Next wave of AI and personalisation
•The next wave of AI and personalisation will
act as an even more powerful toolkit that
delivers multidimensional customer
experiences, potentially through image and
speech recognition and chat bots.