The personalised web, getting to know the customer and the adaptation mechanism by Ged Carroll with the etourism forum

1. PERSONALISED WEB
19 February 2009
Ideas and questions to differentiate
Ged Carroll, Head of digital EMEA your offering
– Waggener Edstrom Worldwide

2. In this presentation
The digital consumer Where is the value?
Customisation Net Promoter
Niches Personalised content
Experiences Different markets
UGC -> perfect knowledge Experiences:
Holiday marketing Unique
Insights Authentic
Intangible
Questions
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3. The digital consumer
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4. Customisation
Growth area
There are 48,000 permutations
per model of Volvo car
Online: my media, my
shopping - my way
Bespoke is no longer the
prerogative of the rich
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5. Niches
The long tail
Web is a global
marketplace
I can find what I want
If you don’t give it to me
someone else will
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6. Experiences
Consumers are better
off than they’ve ever
been
Looking for new
experiences
Holidays more important
to British people than love
or children (Kayak)
New ways of sharing
experiences
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7. UGC -> perfect market knowledge
Consumers can make Perfect knowledge
informed decisions Easily commoditised
Price comparison sites services
Recommendation services Global competition
Content discovery
UGC
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8. Holiday marketing
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9. Food for thought
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10. Insights
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11. Insights
All of these sources of How does your prices
information that compare with their
travellers use can be perceptions
sources of insight for Who do they think your
you: establishment is aimed at?
What do they like and
What do you do right?
dislike about similar
What do you do wrong? establishments?
What do customers What are their interests?
particularly value?
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12. Focused insight
Net Promoter: fast
feedback, 3 questions
On a scale of 0 to 10, with
10 being highest, how
likely are you to
recommend our hotel?
Why did you give us that
score?
What can we do to
improve that?
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13. Focused insight continued
Promoters (9-10 rating)
Passives (7-8 rating)
Detractors (0-6 rating).
Promoters% - Detractors
% = Net Promoter score
75% is considered a good
performance
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14. Personalised content
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15. Different markets
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16. Experiences
Highlight what makes
your service unique
Use the same social media Personal
as your customers
Provide this perception in Unique
your own voice: people
trust people like us – this
doesn’t need to be the boss
Remember you can Intangible
communicate ambience
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17. Just an idea
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18. Just an idea
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19. Just an idea
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20. Just an idea
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21. Thanks for your time
I hope the presentation was insightful,
informative and helpful.
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22. Bibliography
The Long Tail: why the
future of business is
selling less of more –
Chris Anderson
Answering the Ultimate
Question: How Net
Promoter can transform
your business – Richard
Owen & Laura Brooks
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