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Confidential
Customer Experience
in Travel Marketing.
Confidential
Confidential
Journey over destination
How marketing needs to keep pace with
Technology
Confidential
You?
Tech?
Confidential
Fancy your
reality…Virtual?
Confidential
…or Enhanced?
Confidential
blippar
…or Augmented?
Confidential
…or just plain “connected”?
Confidential
Want to eliminate friction and
make experiences magical?
Confidential
Deliver personal service at scale?
Confidential
Or embrace our robotic friends?
80%
of travellers expect to
encounter robots by 2020
75%+
reckon robots would
better handle data,
languages and
remember details
2/3
of travellers have been
served by robots
Confidential
You
Your Customers
Confidential
It’s enough to make you think
like this when it comes to
Technology…
Confidential
But… there are a few steps you
can take
Confidential
“The common wastefulness of the mass
advertising of the past is giving way to the
newly affordable ability to locate and
communicate directly with a company’s best
prospects and customers”
“We are living through the shift from selling
virtually everyone the same thing a
generation ago to fulfilling individual needs
and tastes . . . by supplying . . . customized
products and services”
Stan Rapp & Tom Collins,
MaxiMarketing ,1987
Firstly…understand this is
not a new phenomenon
Confidential
Value for money Ease of use
Source: DMA Feb18 Customer Engagement Survey
Focus on the thing that really matters….
Customer Experience
Customer Service
Confidential
Recognise that Customer Experience is a
shared responsibility
Product
Sales
Marketing
Customer
Service
CX
Confidential
Think about how Marketing is structured today and
how you can unlock CX in that structure
Aggregato
rs
GuidesDisplay
Product Geography Channel
Aggregato
rs
GuidesDisplay
Function Segment Journey
Source: Econsultancy – Guide to Modern Marketing and Organisational Structures
Confidential
Understand customer journeys to understand CX… what
touchpoints matter, what are customers trying to do?
Aggregators
Search Store
Web
Social
GuidesDisplay
Email
Confidential
Marketing Technology
Confidential
ContentCampaign and Real
Time Interaction
Marketing Resource
Management
Optimisation &
Attribution Platform
Web
Access Transformation Storage Process Management
Data Visualisation,
Dashboarding
Business Intelligence
and Analytics
Social
Email
PhoneStore
Mobile Display Search
Data
Understanding
Execution
Use a framework to identify key Technology
capabilities to support your target CX
Orchestration
Confidential
Use the framework to
focus on the capabilities
that really matter
Se t t arge t s t o CX goal s
I de nt ify cu rre nt st at e and
corne rst one t e chnol ogie s
Focu s on gaps
Lay down t he roadm ap
Confidential
Select your partners wisely
Look for “Ope nne ss”
Conside r fit wit h you r corne rst one
t e chnol ogie s and ot he r pie ce s in
t he pu zzl e
Use CX scenarios t o ev al uate
capabil it y
Unde rst and t he skil l s ne e de d t o
expl oit t he t echnol ogy
E v al uat e t he e ffort t o onboard and
e xit
Confidential
Plan appropriately to absorb technology into
your marketing operations
The skills you’ll need to unlock the potential
The changes you’ll make to how you work
The measures you’ll set to evaluate success
Confidential
Embrace Agility
Bu il d cross fu nct ional t eams (dat a,
t e chnol ogy, cre at iv it y)
E m brace t he “Minim u m Val u abl e ”
ideal
Do, m e asu re, l e arn, im prov e … and
re pe at
Confidential
And if all else fails… count on tech to counter
the complexity caused by… tech?
Source: ChiefMartec.com
Marketing
Complexity
Time
Human Manageable Complexity
“Invisible”
Complexity
Confidential
Thank You

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Gary Arnold - Customer Experience in Travel Marketing - Edit