customer intelligence & decison management · the customer’s wants and needs are in focus....
TRANSCRIPT
Botan Calli, Head of Customer Analytics, Scandinavian Airlines
1
CUSTOMER INTELLIGENCE &
DECISON MANAGEMENTOPTIMIZING THE CUSTOMER JOURNEY AND
EXPERIENCE USING DATA
FROM 170 000 000 E-MAILS TO…
Know your customer from any angle
Move to customer centric operating model from channel centric one
Focus on end to end CX and channel orchestration
FROM
communication One-to-many Generic offers
New York
€3,999
Communication
to EuroBonus
5.5m 1m + ??m
TO
Omni-channel
communication One-to-one Personalized offers
New York
3,999
UPGRADE
YOUR
TRIP
Palma
999
Palma
1,299
Communication
to all
5,5m 16m
Know your customer from any angle
Move to customer centric operating model from channel centric one
Focus on end to end CX and channel orchestration
5.5 million
members
16M NEW
identified
customers
21.5 million customers
CREATE A CUSTOMER DATA WAREHOUSE TO SERVE ALL OUR
CUSTOMERS
50% of
travels are
made by
members
Online behaviour variables
+ 1st part data – SAS channel customer behaviour
+ 2nd party data – partner channel data
+ 3rd party data – customer profile from online data e.g. interests and demographics
CRM data
+ Transactions history
+ Basic Customer data (e.g.. Demography)
+ Third party data (e.g.. Mosaic)
Predictive modelling
+ Propensity to travel+ Propensity type of trip+ Route propensity+ Co-brand+ Ancillary & attached propensity
Customer identification
+ IP address
+ Device id
+ Cookie
Customer DNAs
+ Household category+ Shopping behaviour+ Share of wallet+ “Booker type”
CDW
WE MADE DATA VALUABLE BY CREATING SCORING MODELS
AND DNAS…
Travel relatedUp sell & Cross sell
AncillaryDestination
Customer relatedDrive travel
Purpose of travelShopping
Behaviour
AttachedCo Brand
..WHICH ARE USED TO PERSONALIZE THE EXPERIENCE IN
REAL-TIME IN ALL CHANNELS
Trips
Scoring
Travel attached Ancillary
CONTENT
BANK
6
Seg 1 = LHR email
Seg 2 = EWR email
Seg 3 = AGP email
Seg 4 = ALC email
Seg 1 = LHR snapchat
Seg 2 = EWR snapchat
Seg 3 = AGP snapchat
Seg 4 = ALC snapchat
Seg 1 = LHR FB envir.
Seg 2 = EWR FB envir.
Seg 3 = AGP FB envir.
Seg 4 = ALC FB envir.
Seg 1 = LHR Linkedin
Seg 2 = EWR Linkedin
Seg 3 = AGP Linkedin
Seg 4 = ALC Linkedin
Seg 1 = LHR DBM
Seg 2 = EWR DBM
Seg 3 = AGP DBM
Seg 4 = ALC DBM
Seg 1 = LHR sas.xx
Seg 2 = EWR sas.xx
Seg 3 = AGP sas.xx
Seg 4 = ALC sas.xx
THROUGH OUR DMP WE ARE ABLE TO PERSONALIZE IN OMNI
CHANNEL
CDW Segment creation - that is being shared with all systems so we can target same customer with the same content across channels
= Seg 1
DMP
8
AN LIVE EXAMPLE OF HOW THIS COULD LOOK LIKE…
9
Web
…AND IF A VISITOR ALREADY HAVE A BOOKED TRIP
10
EXAMPLES OF PERSONALIZATION IN EMAIL
11
PERSONALIZED TRAVEL FLOW
BOOKINGPREDEPARTURE
AIRPORTDESTINATION
ARRIVALFLYING HOME AT HOME
AT DESTI-NATION
App push / sms
App &
Web
TO CREATE THE IDEAL CUSTOMER EXPERIENCE, THE TRAVEL FLOW IS PERSONALIZED ON MULTIPLE LEVELS:
SCORING MODELS
Strategy-based scoring
for attached and
ancillary products
PNR DATA
PNR data for service
information and
contextualization on
offers – such as
traveling with kids,
traveling alone or with
others
PURPOSE OF TRAVEL
The purpose of the
travel – both content
and flow is designed to
adapt to business or
leisure purpose
TIME BETWEEN BOOKING & DEPARTURE
The time between
booking and departure
for number of
communications
DESTINATION
Selected top
destinations have
tailored experiences
and unique offers
FREQUENCY
Travel flow adapts to
the frequency. As an
example we reduce the
flow to basic service
information if the
traveler books the same
trip within 3 months
Customer starts searching for destination
If no purchase, relevant communication is shown in any channel
Customer is directed to a personalized landing page
OMNI CHANNEL TRIGGER CAMPAIGN
Depending on actions in the previous steps, journey will be custom designed
Custom booking flow based on what you have done
Web activities
+ 4-12% + 6%Conversion Order value
Paid media activities
Cost per acquisition Conversion
- 62% + 67%
PAYBACK ON BUSINESS CASEMUCH FASTER THEN EXPECTED
E-Mails
+30 .ppOpening Rate
Leisure Business
+ 4-14%Revenue per visit
OVERALL RESULTS
SO FAR…
BUT IN ORDER TO SCALE UP . . .
BEFORE DURING AFTER
GOING TO DESTINATION GOING HOME
DISCOVERFrom: Research
To: Decision
BOOKFrom: Evaluate
To: Execute
PREPAREFrom: Plan
To: Leave home
AIRPORT
DEPARTUREFrom: Travel to airport
To: Gate
ONBOARDFrom: Boarding
To: Un-boarding
AIRPORT
ARRIVALFrom: Gate
To: Travel from airport
STAYFrom: Arrival accommodation
To: Leaving accommodation
AIRPORT
DEPARTUREFrom: Travel to airport
To: Gate
ONBOARDFrom: Boarding
To: Un-boarding
AIRPORT
ARRIVALFrom: Gate
To: Travel from airport
AFTER TRAVELFrom: Arrival home
To: -
TRAVEL CONTEXT ENGAGEMENT
TEAM DRIVE
TRAVEL
TEAM DRIVE
PRE-TRAVEL
EXPERIENCE
DRIVE
RELATION
& ENGAGMENT
DRIVE TRAVEL
EXPERIENCE
1 2 3 4
TEAM DRIVE TRAVEL – Responsibility & PurposeDrive ticket and ancillary sales trough personalization and automation of communication, where
the customer’s wants and needs are in focus. Drive better customer experience, AB testing and
support bigger campaigns.
Digital marketing specialist
(Paid Media)
Campaign execution manager
(Web)
Team lead
Digital marketing specialist
(Email)
Business developer
CRM Analyst
Attribution specialist
Campaign execution
manager
Campaign execution
marketing
Core
TemExtended
Team
Business Analyst
Revenue
Local Marketing teams
Pricing
IT
When everything seems to be going against
you, remember that the airplane takes off
against the wind not with it
Henry FordFounder, Ford Motor Company
Strong belief and conviction – at (top) management level
LEARNINGS
Resource allocation from leaders – it takes time!
Buy in from team members – you must believe in what you do
Planning is important but you will never be 100% ready – learn as you go
Make follow-up to a cornerstone and apply learnings – for long-term results
Show positive results early and it will be easier to get buy in from org – start with low hanging fruit
