how komosion helped flight centre better connect with its customers
TRANSCRIPT
HowKomosionhelpedFlightCentrebe5erconnect
withitscustomers
TransformingfromTradi;onalTravelAgenttoWorldClassRetailer
ViaaCustomerInsightsDriven
Marke;ngProgram
2
TheSitua;onandChallenge
3
§ Big § Successful
§ Strong Brand
§ ‘Bricks and Mortar’ distribu:on model
§ Lean
TheHighlySuccessfulMarketLeader
4
5
1. Range
2. Experts
3. Channel Choice
4. 24/7 Service
UnderpinnedbyStrongCulturewithEmbeddedValueProposi;ons
5. Care & Support
6. Service Ethic
7. Price Guarantee
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WithaProvenLeanMarke;ng&ChannelFormulaFormulaicMarke;ngMixandChannelRoles
Website
eDM Press In store Campaign Publica:on
Direct Email - Postcard
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7
§ Set media mix and crea:ve formats
§ Focus on co-op driven marke:ng calendar
§ Rigid process enabling opera:onal staff to execute communica:ons
§ Cost effec:ve centralised func:onal teams suppor:ng all brands – web,
art department, product etc.
§ Tried and tested formula requiring limited management
ALeanTeamandStrongProcess
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§ More Compe::on § More Choice
§ More Commodi:sa:on
§ Customers taking control
TheMarketPlacewasChanging
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TherewasanElephantinTheRoom
§ Supply led product & marke:ng § Focus was product and price
§ Shops were offices
§ Online Sales Share was compara:vely low
§ Digital Threat
§ Limited content alignment with what the
customer wanted
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OurFourPhasedApproachtoProblemSolving
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DEC 2013 to FEB 2014
PHASE2
Build Capability and Execute
Strategy Development
Customer Research & Market Discovery Internal Diagnos:c
FEB to APRIL 2014 MAY to JULY 2014 AUG 2014 to on going (Con:nuous improvement)
PHASE1
PHASE3
PHASE4
FourPhasedApproach
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InternalDiagnos;cWhatWeDid
1. Review business process, metrics & measurable outcomes
2. Reviewed marke:ng capability – the team, their skills, what they were doing
3. Reviewed marke:ng processes – which processes were missing etc.
4. Channel performance - Web UX review
5. Channel performance - Mystery Shopping
Internal Diagnos:c
PHASE1
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DRIVEENQUIRY
ACQUISITIONACTIVITYo.enledbyCO-OP$s
ATTRACT
NEWCUSTOMERS
DRIVECONSIDERATIO
NVIABRAN
DDEVELOPM
ENT
PROMOTE(PRODUCT&PRICE)
CONVERT
CONVERTINGCUSTOMERSWHOARETALKINGTOUSNOW
ENGAGE&RE-ENGAGE
LOYALTY&RETENTION(RESALEANDREFERRAL)AMONGEXISTINGCUSTOMERS
TELL&SELLEXISTINGCUSTOMERDATABASE
FUTURE:EqualPriori;esPAST:Over-ArchingPriority Internal
Diagnos:c
PHASE1
14
Internal Diagnos:c
PHASE1
Rest of the ‘Marke:ng Wheel’ for Flight Centre Brand was supported by centralised func:on covering all brands Limited dedicated resources assigned to Flight Centre Brand
All resources clustering in
communica:on space
Most resources
Opera:onal
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Internal Diagnos:c
PHASE1
Clarifiedtheannualplanningprocessesensuringtheycascadedinthecorrectorder
Iden;fiedanideal3yearplanningcycle
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§ Shop not a customer-centric retail environment
§ No Retail Sales Aides for example, no graphics explaining choices
§ Big differences (novice versus experienced consultant)
§ Different processes needed for travel booking types
§ Des:na:on Exper:se not always available via current systems
§ Conversion of leads big varia:ons on how leads are converted
Internal Diagnos:c
PHASE1
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Internal Diagnos:c
PHASE1
Mappedkeytasksthroughwebsiteandiden;fiedarangeofopportuni;esforimprovement
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Internal Diagnos:c
PHASE1
Reviewedthecustomerexperiencethroughphone/email/onlineenquiry.Iden;fiedopportuni;esforimprovement.
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CustomerResearchandMarketDiscovery
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GeHngtheExternalandCustomerPerspecSve: 1. Customer Knowledge and Insights 2. Market Sizing & Dynamics 3. Customer Journey Mapping / Research 4. Compe::ve Market Review
CustomerResearchandMarketDiscovery
PHASE2
Customer Research &
Market Discovery
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Customers:WheretheMoneycomesfrom
Dream
Plan
BookPre-Travel
Travel
Share
SingleViewofCustomerHelixPersonataggingBehaviouraltaggingDes;na;onpreferencetaggingProductpreferenceanalysisTargetedcommunica;onsJourneytypepreference
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MarketData
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UnderstandingOurCustomers’Journeys
PHASE2
Customer Research &
Market Discovery
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PHASE2
Customer Research &
Market Discovery
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PHASE2
Customer Research &
Market Discovery
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PHASE2
Customer Research &
Market Discovery
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PHASE2
Customer Research &
Market Discovery
CommercialinCon
fidence
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PHASE2
Customer Research &
Market Discovery
SIMPLE
“Y”KN
OWN
“X”KNOWN
“X”KNOWN
“Y”KNOWN
EASEANDEFFICIENCY–QUICK
COMPARISONSTOIDENTIFY‘BESTDEAL’–FREQUENTJOURENYS
(ISnerarycomparisons,savedpreferences,pricesorSng)
BOOK&GO
REDUCERISKBYMATCHINGINDIVIDUALNEEDS
(ISnerarycomparisons/proposeopSons,travellerandemergentneeds,allowtobook
partsofthejourney)
JOINTHEDOTS
ASSISTTHECUSTOMERTO‘CHOOSE’
DESTINATIONANDOPTIONS(Searchcriteriaexpandedtotravellerand
emergentneeds)
PERFECTMATCH
ASSISTWITHBUILDINGANDMOULDINGTHEEXPERIENCE
(ConstructopSonsforiSnerariesthatcanbeaddedto/revisedandallowbookingof
‘parts’ofthejourney)
MISSIONCONTROL
Commercialin
Confidence Commercial
in
Confidence
Commercialin
Confidence Commercial
in
Confidence
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JourneyTypes UnderlyingNeeds Behaviours BrandCustomerValue
ProposiSon
Holiday
FamilyTime
Business
Wedding
BucketList
SimpleQuick
WhatelsecanIdo?
The“Big”Plan
SeekingAdvice
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ProductApproach:TravelAgenttoWorldClassRetailer
Past:SupplierDriven Future:CustomerDriven
RANGESUPPLIERRANGE
SELECTION
CONTENTDESCRIPTIONSUPPLIERDRIVEN
INVENTORY&AVAILABILITYSUPPLIERCONTROL
RANGEBRANDRANGESELECTIONINPARTNERSHIPWITH
SUPPLIERS
CONTENTDESCRIPTIONBRANDDRIVENFORKEY
PRODUCTSWITHSUPPLIER
SUPPLIMENTATION
INVENTORY&AVAILABILITYBRAND&SUPPLIERCOMMITMENT
BRANDsegm
entaSon
CustomerSegments
PHASE2
Customer Research &
Market Discovery
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PHASE2
Customer Research &
Market Discovery
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ARangeofStrategicSolu;ons
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NEWSTRATEGYENABLEDBYANEWORGANISATIONALSTRUCTURE Strategy Development
PHASE3
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Implementa;onandCon;nuousImprovement
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WeareBusyBuildingCapabilityandExecu;ngPlans
1. Recruitment / on-boarding of new execu:ves
2. New Media Brief & Pitch Process implemented
3. Recent hand over of fast track improvement projects Driven By Komosion and Supported by Internal Teams : § New Marke:ng Calendar and Strategy § New Media Agency installa:on § New Content Planning and Crea:on § Web UX improvements § Data Mapping and Segmenta:on § Noble Selling Purpose Roll-Out § Product Categories and Strategy
Build Capability
and Execute
PHASE4
36
IncreasedFocusontheCustomerExperience
Build Capability
and Execute
PHASE4
§ Deep investment in customer knowledge
§ Understanding how customers wish to transact – for each journey type
§ Understand customers media consump:on and how to s:mulate them
§ Understand what customers expect throughout the journey
§ Deliver products and services that customers require, profitably
GecngtoKnowOurCustomersToBe5erDelivertheRightProducts,
ServiceNeedsandSupport
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Build Capability
and Execute
PHASE4
§ Selec:ng the right range for each brands customer
§ Presen:ng that range through all channels
§ Enabling customers to find what the are looking for
§ Enabling consultants to beler add value to the customer experience
§ Proac:ve Recommenda:on
§ Its what you do when you get there
TheRightRangeofProductsforeachBrandtoMeettheCustomersNeeds
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Build Capability
and Execute
PHASE4
§ Adver:sing based on customer targe:ng, presenta:on of relevant product offers and
alignment with seasonality
§ Maximum use of CRM to deliver conversion and subsequent re-targe:ng
§ Brand adver:sing layer to maintain Flight Centre as the number one travel retailer of
choice
GecngBe5erEquippedtoDelivertheRightProducttotheRight
CustomerattheRightTime
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Build Capability
and Execute
PHASE4
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