travel journey map
TRANSCRIPT
For work, Henry books four
New York to San Diego
domestic flights through his
company’s travel agent. He also
books a business class return
flight to Beijing for a week of
meetings. Since these flights
have been booked through a
travel agency and with no
Frequent Flyer number
supplied, the customer
analytics team flags this in real
time based on a next best
action-defined algorithm for
identifying potential high value
customers.
An e-mail is sent to Henry
prompting him to join the Airline
Rewards Program and claim points
for the previous flights. He is
presented with a customized fast
track status challenge and a guest
lounge pass for his next trip.
Henry visits the lounge by scanning his
guest voucher at the Automated Entry
Reader, and the customer service team is
alerted that he is a first-time high value
customer. As he enters the lounge, a
customer service attendant greets him,
introduces the lounge facilities, and asks
if he’d like some help completing his
Rewards Program membership
application on his iPad. The attendant
reminds Henry that he can download the
mobile app to receive additional services
such as flight updates, baggage tracking
and managing his bookings.
When Henry takes his seat on his JFK-SAN flight, the seatback screen displays a welcome message,
as well as an advertisement about D Drive – the airline’s unique partnership with Uber. He can book a
car from the seatback screen to meet / take him to any of his upcoming flights. While browsing the
digital content on the plane’s Wi-Fi network, Henry books D Drive to meet his flight when it lands in
San Diego - he knows this will save him the time and hassle of a taxi line. On arrival at San Diego,
Henry gets a push notification, confirming his car registration number and is guided to the location of
his booked car.
On the way back from one of his San
Diego business trips, there is a 3 hour
delay for Henry’s flight; The airline
checks alternate flight options as well as
capacity in its San Diego Rewards Club
Lounges and automatically determines
that Henry can be offered
complimentary lounge access or a free
flight change. As Henry has now
downloaded the mobile app – the offer is
sent to his phone. He opts to go to the
lounge to catch up on some work and
the airline immediately sends Henry a
pass he can scan for entry into the club.
Henry completes the first 2
of his JFK-SAN business trips,
and has been elevated to a
higher tier status.
Henry’s wedding anniversary
is approaching, but he is unsure of
what gift Winny would love most,
especially now that they are living
abroad. The airline offers last
minute auctions for its unsold
seats to its Frequent Flyers.
Knowing that Henry has taken few
domestic trips for leisure, he is
alerted to bid on an all-inclusive
vacation to the Napa Valley,
complete with preferred service
to Santa Rosa Airport. Henry wins
the auction and selects the ideal
weekend for their trip.
On the morning of the flight, Henry checks in Winny and himself
for their STS trip via his mobile app. The digital boarding passes are
automatically sent to to Henry’s phone. Using IBM’s Presence Zone
location sensing technology, a concierge agent in the lounge is able
to locate Henry to offer useful information for their trip to SFO and
help them make a twilight winery tour and dinner booking at one of
the wineries for that evening. The concierge records his wine
preferences in his profile for customized luxury bar offers during
future lounge visits.
Over the weekend away, Henry tweets a photo of him and Winny at
a winery in Napa Valley. Airline monitors social media brand
sentiment, picks this up and asks Henry for permission to feature this
photo as the Facebook Frequent Flyer "Photo of the Week".
The following week,
recognizing that Henry is
interested in wines and
recently visited Napa Valley, he
is sent an email with a selection
of Californian wines, including
suggestions from the wineries
they had visited. The
personalized message lets
Henry know that he can earn
points on his
purchases and use his miles to
purchase the wine.
The airline knows that there is an under-
representation of business travelers that travel
with them for leisure. Henry is likely to fall into
this group and therefore is more price-conscious
when travelling with the family. Henry is
organizing a family holiday back to China to visit
relatives and first searches the online website.
Just like the mobile site, the website remembers
Henry and prompts him to login. Henry searches
for JFK-PEK flights for two adults and two
children, but does not complete the purchase.
The following day, Henry is sent a
notification explaining the Junior
Medallion program and its benefits
– including using his points to
reduce the cost of the fare. Henry
books using points + cash.
During the flight, Winny browses the in-flight duty free digital
catalog that has been tailored to Winny's demographic segment
choices. She purchases a bottle of her favorite perfume, and is
presented with the option of either picking it up at the airport when
the family returns to JFK, or having it delivered to their home after
their trip. Winny is able to do this on her own iPad – the lounge
attendant showed her how to use the in-flight app prior to the
flight. Exploring her app, Winny also notices a message about the
airline’s partnership with Whole Foods. She makes a note to order
some groceries on the return flight, which will be delivered to their
door when the family gets home.
On arrival
in Beijing,
Henry receives a
message on his
mobile phone,
welcoming him
back to China and
notifying him which
baggage carousel
will have the
family’s bags.
While at the airport, Henry is sent a notification
letting him know that he can bring his entire party
of four (two adults + two kids) to the lounge, and
that the kids can enjoy the Xbox in the kids' area
while he and his wife unwind before the flight.
Henry updates his status on Facebook, “At JFK
lounge with family heading home, while the kids
are having a great time with the Xbox in the
lounge. Best way to travel!”
Henry
OK, thanks Henry. We will send
you a complimentary lounge pass
in a moment.
A confirmation email is sent within seconds,
including tips for flying with kids, and
instructions on how he and Winny can preselect
the media their children will have access to
during the flight. Winny joins the Rewards Club
and downloads the airline’s mobile app. On
entering JFK, Winny gets a welcome message
via her app and is updated on airport services,
facility locations and some of the listed retail
outlets with special Rewards Club specials she
may want to visit. Winny is also notified that
the estimated wait time through security will be
25 minutes and she should go to customs within
the next 30 minutes to make their flight.
Becoming customer-centric
means looking at an enterprise
from the outside-in rather than the
inside out – that is, through the
lens of the customer
73% of travel industry CEOs say
understanding individual customer
needs better is among the most
important changes needed in the next
three to five years.
With digital technology, it’s now
possible to have a one-on-one
relationship with every consumer
in the world. The more intimate
the relationship, the more
indispensable it becomes.
Travel outperformers strongly
differentiate in data access, insight,
and translation into action.
Loyalty is not about discounts
points or coupons. Personalized
recommendations can improve
overall e-commerce sales
by 5-15%.
Gartner found that Precision
Marketing gained five times the
response rate of non-timed mass-
marketing campaigns.
Studies show that most mobile
device users keep their phones
within arm’s reach over 90% of
waking hours.
61% of consumers desire
interaction through the mobile
channel.
91% of American adults now own a
cell phone. There are now more
mobile devices in the United States
than there are people.
29% of Americans say their phone is
the first and last thing they look at
every single day. 15% of mobile
internet time is spent on social
networking sites.
Henry
Engage
to CREATE VALUEPersonalization to
demonstrate RELEVANCEBuilding
a lifelong RELATIONSHIP
New York to Beijing - Flight 0424
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