1. NOW
WHAT?
How
To
Execute
On
Your
Customer
Experience
Strategy
Anne
Cramer,
East
Bay
Group
@Custoholic
August
21,
2014

2. How
did
we
get
to
now?
¨ You
have
the
strategy
¨ You
have
the
technology
¨ You
have
the
content
development
capability
¨ You
have
the
team
(or
partners)

3. Precision
MarkeOng
Must
be:
Relevant
Data
Driven
Value
and
Needs
Based
Ever-­‐evolving

4. Relevance:
Customers
have
come
to
expect
and
even
demand
it
¨ Uniqueness
and
personalizaOon
¨ Convenience
and
channel
opOons
¨ Value
¨ ParOcipate
with
companies
in
the
value-­‐creaOon
process
¨ Relevant
informaOon
to
make
beYer
buying
decisions
¨ Social
interacOon
(off-­‐line,
on-­‐line,
virtual)
4

5. Data
Driven:
MulO-­‐channel
interacOons
fuel
a
comprehensive
strategy
The
right
message
to
the
right
person
at
the
right
Ome
through
the
right
channel
to
manage
the
customer
experience
and
have
each
customer
reach
their
value
potenOal
Sales
Interactions
Marketing
Interactions
Service & Support
Interactions
Buyer Journey
Manage the Buyer Experience Across All Channels
SOCIAL MEDIA

6. Value
and
Needs
Based:
ImplementaOon
of
segment
strategies
across
the
lifecycle
Value Segmentation Behavioral
Segmentation
Need-based
Segmentation
Propensity
Analysis
Churn
Analysis
¨ Precision
TargeOng
¤ Marketer-­‐iniOated
communicaOons
delivered
to
specific
segments
via
addressable
channels
Precision Targeting
Direct Mail
Outbound Telemarketing
Mobile Messaging
Retail Point of Sale
E-Mail Home Page
Targeted Display Ads
Mass Targeting
Dynamic Targeting
Microsites
Search Engines
Blogs
RSS Feeds
Smart Phone Apps
Targeted TV
Broadcast TV
Radio
Print
Retargeted Display Ads
Un-Targeted Display Ads
Social Networks
Inbound Telemarketing
Outdoor
¨ Mass
TargeOng
¤ Marketer-­‐iniOated
communicaOons
delivered
across
mass
media
channels
and/or
wide
geographic
areas
¨ Dynamic
TargeOng
¤ Consumer-­‐iniOated
behaviors
that
trigger
specific
markeOng
iniOaOves
and
interacOons

7. Ever
Evolving:
Cost
effecOvely
developing
a
learning
relaOonship
over
Ome
7
INITIAL
CONTACT
Learning Relationship
Ask for information Show that you
learned from
previous
interaction
Ask for
information
Show that you
learned and ask
for appointment
Drip 1 Drip 2 Drip 3
Direct To Sales
“Rate your firm’s
readiness
for x regulation”
“What steps are you
taking?”
“52% of firms don’t think
they are ready for x”
“Case study to get ready
for x regulation”

8. Case
Study
Large
MulO-­‐brand
Hospitality
Company

9. Customer
Experience
ObjecOves
Develop
describable
segment
profiles
that
are
acOonable
for
markeOng
and
sales
purposes:
• Develop
Customer
Segment
Profiles
• Create
segment-­‐driven
customer
strategy
and
tacOcal
plan
• UOlize
analyOcs
to
idenOfy
‘look
alike’
core
prospects
Use
knowledge
derived
from
segmentaOon
to
improve
acquisiOon,
retenOon
and
loyalty/growth
• Develop
differenOated
treatments
for
each
intersecOon
of
a
needs
cluster
with
a
value
segment
• DifferenOated
markeOng
and
sales
• Relevant
communicaOons:
message
and
channel
plans
• Upsell/Cross
sell
as
appropriate
Smart
customer
treatment
across
the
company
and
9
its
brands

10. First,
the
Journey
Map(s)
10

11. We
obtained
a
2700
‘view’
due
to
lack
of
financial
data
–
we
were
able
to
use
proxies
for
any
gaps
Age
Income
Wealth
Gender
Family
Composi9on
Geographic
Trip
History
Response
History
Booking
History
Channels
Web
Behavior
Sa9sfac9on
Frequency
Value
Revisit
Brand
Affinity
Interests
AFtudes
Preferences
Demographics
Behaviors
Value
and
Models
Psychographics
11

12. Wealthy
AcOve
Ladies
Segment
Profile
¨ AcOve,
adventure
seeking
¨ ReOred
or
highly
educated
professionals
¨ Ranging
in
age
from
45-­‐65
¤ 30%
are
single
but
65%
are
traveling
alone
or
with
a
girlfriend
¨ High
interest
in
InternaOonal
travel
¨ Online
savvy,
including
asset
management,
banking
and
travel
plans
¨ Frequently
fly
for
business
and
pleasure
Preferred
Brands
Adventure
Brand
1
Adventure
Brand
2
Cruise
Resort
1
Resort
2

13. Wealthy
AcOve
Ladies
3rd
Party
Data
Matching
Adventure
Seekers Camping Bird Watching Wildlife Photography Boating Ocean
Activities Golf Skiing
Above
Average No None No No No No No No
Key
None
Low
Moderate
High
Travel Indicators
Online Travel
Plan
Frequent Flyer for
Business Frequent Flyer Travel in
General
International
Travel Travel in US Cruise
High High Highest Highest Highest Highest Highest
Activity Indicators
Technology & Other Indicators
Heavy
Internet
Usage
Internet
Buyer Bargain Seekers Catalog Buyers Gourmet
Cooking
High Average No No No
13

14. Wealthy
AcOve
Ladies
Contact
Strategy
Value
ProposiOon
Knowledgeable
Guides
You
don’t
have
to
travel
alone
LogisOcs
and
planning
handled
Messaging
Woman-­‐
friendly
travel
Adventurous,
but
safe
Make
new
friends
around
the
world
Offers
Friends
fly
/
travel
free
Single
Supplement
Offers
Supplemental
Excursions
RetenOon/
Support
Social
Media
follow
ups
High
touch
follow
up
Meet
over
Skype
before
trips
CommunicaOons
Targeted
email
Social
Media
/
Reviews
Catalogs
-­‐
Targeted
14

15. Wealthy
AcOve
Ladies
Contact
Strategy
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
Triggers
and
General
emails
Triggers
+
emails
Q2
Campaign
Triggers
+
emails
Q3
Postcard
Quarterly
DM
communicaOons
that
support
a
conOnuous
relaOonship
Targeted • Q2:
“Don’t
miss
out
on
the
Adventure.”
–
highlight
Trips
and
Spa
Weekends
• Q3:
All
about
ease
of
travel
–
Show
guide-­‐led
adventure
vacaOon
opOons,
highlight
higher
class
ships/desOnaOons
• Ongoing
emails:
Last
minute
offers
and
sales
-­‐
life
is
short
–
travel
your
bucket
list
now!
3rd
Party
accolades
for
trips
(Nat
Geo,
REI,
Outdoor
Mag
etc.)
• Create
and
sell
combo
packages
targeted
to
1.
Solo
women
2.
Bring
a
friend
DM
or
EM
communicaOons
that
focus
on
the
lifecycle
of
the
past
guest
with
a
discount
(vs.
an
upcharge)
Timed • Trip
Anniversary
Trigger
with
Single
Supplement
offer
• Model
past
trips
–
offer
themed
(adventure,
relaxaOon,
internaOonal
bucket
list)
and
offer
consultaOon
• ConsideraOon
–
offer
up
Why
Us
–
we
cater
to
AcOve
Women
who
know
what
DM
or
EM
communicaOons
that
result
from
behaviors
and
customer
engagement
they
want
Triggered • Pre
trip
info
packages
and
opOons
to
meet
up
with
other
group
travelers
• Pop
up
sales
both
for
trips
and
bring
a
friend
–
you
get
an
upgrade
and
they
get
a
trip
with
no
solo
supplement
or
add
a
supplemental
opOon
etc.

16. Wealthy
AcOve
Ladies
Key
Influencers
They
rely
most
on
past
experience
(their
own
and
friends/family),
publicly
available
informaOon
and
raOngs
services
to
help
select
a
lodging
or
trip
organizer
They
may
not
easily
discover
your
brands
today.
Need
more
brand
awareness
as
cross-­‐sell
increases
Recommenda9ons
from
friends
and
family
are
the
strongest
influencers
on
Wealthy
Ac9ve
Ladies
Friends
and Family
Brand
Awareness
Social
Media
They
rely
on
reviews
to
a
greater
extent.
Travel
agent
and
transacOonal
internet
site
recommendaOons
are
influenOal,
but
generally
not
the
primary
decision
influencer.
16

17. Lifecycle
Programs
and
General
Outreach
¨ Suggested
Lifecycle
Programs
¤ Awareness/ConsideraOon
¤ At
Booking
¤ Pre-­‐trip
¤ On
Property/During
Trip
¤ Post-­‐trip
¤ Birthday/Anniversary
Triggers
¨ General
Programs
¤ Welcome
¤ Upsell
(by
Segment)
¤ General
Outreach
for
Top
Deciles
by
Segment
¤ Referrals
¤ Surveys
as
MarkeOng
Tools
¤ Opt
In
¤ Social
¤ Abandoned
ReservaOon

18. Data-­‐driven
personalizaOon
along
the
customer
lifecycle
Welcome
-­‐ General
Data
Entry
-­‐ Personal
Data
Entry
(opOonal)
Select
Op9ons
-­‐ Pre-­‐Cruise-­‐Planner
-­‐ Personalized
order
of
offers
-­‐ Special
offers
Database
Confirma9on/
Informa9on
-­‐ Personalized
info
-­‐ Chosen
channel
and
in
a
format
suiOng
the
customer
segment
Trip/Cruise
-­‐ Personalized
Service
-­‐ Gather
InformaOon
AOer
Trip/Cruise
-­‐ Personalized
Thank-­‐you
-­‐ Loyalty
Club
invitaOon
-­‐ Personalized
Offers
Loyalty
Club
-­‐ Increased
PersonalizaOon
-­‐ Personalized
offers
USAGE
as
personalized
as
possible
INPUT
as
much
as
possible

19. Customer
Strategy
by
Revenue
Tier
Segments
2
&
6
Get/Keep
Segments
3
&
4
Grow
Segment
1
&
5
Status
Quo
Recogni9on
Programs
Post
stay
interacOon
to
say
“thank
you”
Brand
level
programs
Frequency
Marke9ng
Learn
buying
cycles
Fewer
discounts
More
perks
Enhance
Rela9onship
Tailor
the
relaOonship
–
See
Affluent
Deck
Excep9onal
Service
Perks,
Staff
AYenOon
Guaranteed
Omely
response
to
phone
&
emails
Premature
Privileges
Challenge
to
commit
to
Rewards
level
Value
Streams
Sell
related
products
and
services
in
likely
bundles
Good
QA
and
Follow
up
Access
to
most
skilled
CSR’s,
customer
service
interacOons
include
up/cross-­‐selling
Responsive
Stop
soliciOng
Win
back
for
unknowns
Economical
Service
Customer
service
opOons
Cheaper
for
using
only
web
No
Discounts
Rack
Rate
Pop-­‐
Up
Offers
Shoulder
Season

20. Welcome
Stream
WHAT:
¤ Emails
that
are
triggered
based
on
a
new
registrant,
first-­‐Ome
customer
reservaOon
or
catalogue
request.
WHEN:
¤ Customer:
Immediately
ater
booking.
n Should
be
a
series,
based
on
acOon/reacOon
customized
for
purchase
type/channel
and
possible
model
segment.
n Should
be
mulOchannel
and
give
a
chance
for
opt
in,
feedback
and
Ops.
WHY:
¤ To
engage
new
customers
and
to
start
the
process
of
understanding
them
for
future
interacOons.
HOW:
¤ Start:
Pull
new
prospect/customer
list
daily
based
on
data
collected
during
booking.
¤ Automate:
Trigger
based

21. Pre-­‐stay
-­‐
Upsell
¨ WHAT:
¤ Remind
customers
that
there
are
things
to
do
on
Property,
souvenirs
to
purchase,
F&B
opOons.
¤ Ideally,
it
should
be
a
gentle
effort
with
a
confirmaOon
vs.
an
“ask.”
¨ WHEN:
¤ Should
be
done
at
consideraOon
in
call
center
and
pre-­‐stay
for
all.
¤ Can
Oe
into
birthday,
anniversary,
life
events.
¨ WHY:
¤ It
makes
it
easy
for
customers
to
try
another
lodging
opOon
¤ If
reservaOons
are
Oght,
offer
spa
or
special
dinner
event
to
improve
experience.
¨ HOW:
¤ List
pull
based
on
paYerns
of
orders.
¤ Property
knowledge

22. Pre-­‐Stay
–
High
Value
¨ For
High
Value
Room/Trip
Guests
¤ Hold
prime
restaurant
table
in
their
name
and
send
personalized
invitaOon
¤ Offer
selecOon
of
ameniOes
(fruit,
free
drinks
or
dessert,
parking,
etc.
depending
on
venue)

23. Pre-­‐trip
Engagement
(#)
¨ WHAT:
¤ Get
ready
emails
that
build
excitement
¤ Packing
lists,
excursion
details,
other
recommendaOons
¨ WHEN:
¤ Pre-­‐trip
lifecycle
stage
¤ Test
and
learn
to
determine
best
Oming
¨ WHY:
¤ Builds
excitement
¤ May
lead
to
cross-­‐
or
upsell
¨ HOW:
¤ List
pull
based
on
pre-­‐trip
Oming
as
well
as
segment
details

24. On
Property/During
Trip
¨ Hand
out
invitaOons
to
1:1
type
experiences
and
events
that
are
occurring
during
that
stay,
as
well
as
calendar
of
future
events
that
are
in
their
interest
area.
¨ Personalize
for
individual
brands

25. Post-­‐trip
re-­‐engagement
¨ WHAT:
¤ Offers
to
select
guests,
especially
first
Ome
visitors,
to
review
and
refer
¤ Thanks
for
the
memories,
post
your
photos,
write
a
review,
stay
in
touch
¨ WHEN:
¤ Post-­‐trip
lifecycle
stage
¤ Test
and
learn
to
determine
best
Oming
¤ Known
trigger
dates
–
birthdays,
anniversaries
¨ WHY:
¤ Extend
warm
feeling
of
vacaOon
¨ HOW:
¤ List
pull
based
on
post-­‐trip
Oming
as
well
as
segment
details

26. Referrals
¨ WHAT:
¤ 92%
of
consumers
trust
recommendaOons
from
friends
vs.
33%
who
trust
online
ads
–
Nielsen
¨ WHEN:
¤ Triggered
based
on
desired
behaviors
¤ Test
and
learn
ideal
Oming
post-­‐trip
¨ WHY:
¤ Customers
are
likely
to
refer
people
like
themselves,
adding
to
valuable
prospect
pool
¤ Keep
your
company
top
of
mind
¨ HOW:
¤ Make
it
easy
to
share,
refer,
review
¤ Provide
incenOves

27. PromoOonal
Mailings
&
Flash
Sales
WHAT:
¤ Mix
up
promoOonal
types
to
create
a
barrier
to
discount
“waiOng.”
¤ Use
limited
Ome,
only
X
let
and
Flash
Sales
for
distressed
inventor
or
to
target
specific
segments.
WHEN:
¤ Rotate
in
and
out
of
current
promo
schedule.
WHY:
¤ To
keep
engagement
and
aYenOon
as
well
as
tesOng
what
works
best
for
different
segments.
HOW:
¤ Display
ad
connecOon
needs
to
be
Oed
into
specific
landing
pages.
¤ Metrics/tesOng
parOcularly
important

28. InacOve
and
Non-­‐Opt-­‐in
Management
WHAT:
¤ Program
designed
to
“reacOvate”
disengaged
customers
¤ Data
management
process
component
¤ Opt
in
strategy
WHEN:
¤ Best
approach
is
right
ater
a
set
period
of
inacOvity
¤ Take
into
consideraOon
the
lifecycle
of
product
and
recency
of
the
campaign
n On
recurring
basis
for
cleansing
WHY:
¤ InacOves
reduce
ROI;
can
cause
deliverability
and
inbox
placement
issues
and
are
a
lost
revenue
opportunity;
low
hanging
fruit
HOW:
¤ Develop
list
segments
based
on
inacOvity
type.
¤ Evaluate
record
and
offer
an
incenOve
or
git
opportunity.
¤ Ask
to
update
new
preference
s
¤ Prominently
share
unsubscribe
info.

29. Lessons
Learned
¨ SegmentaOon/Personas
must
be
based
in
reality
and
acOonable
¤ Fill
in
the
gaps!
¨ Nurturing
the
customer
along
the
lifecycle
¤ Enabling
the
learning
relaOonship
¨ Integrated
mulO-­‐channel
interacOons
¤ Customers
are
not
thinking
about
channels,
they
just
want
what
they
want
when
they
want
it
¨ Flexibility
¤ The
customer
journey
changes
over
Ome
–
keep
revisiOng
it
and
embrace
conOnuous
learning
¨ Test
and
Learn;
measure,
measure
measure!
¨ Ongoing
sharing
of
best
pracOces
¤ Encourage
innovaOon
and
sharing
based
on
ongoing
customer
engagement

30. Thank
you.
acramer@theeastbaygroup.com
@custoholic
30