1.
Inserting
Mobile
Into
the
Customer
Journey
CUSTOMER
EXPERIENCE

2.
No
Brand
Loyalty
14%
of
leisure
travelers
book
with
first
air
brand
10%
first
hotel
brand

3.
Forrester
• 66%
of
marketers
reported
they're
doing
a
good
job
of
personalized
marketing
• 31%
of
consumers
agree
• 40%
of
consumers
unsubscribe
when
too
many
messages

4.
New
Customer
Journey

5.
Gartner
2016

6.
Gartner
2016

7.
Gartner
2016

8.
Where
does
mobile
fit?
Overall
mobile
travel
sales
to
hit
$65
billion
this
year
51.8%
of
travelers
who
book
trips
via
digital
will
do
so
using
a
mobile
device.

9.
Where
does
mobile
fit?
Google

10.
Where
does
mobile
fit?
Google

11.
App
downloads
still
growing

12.
But…
95%
of
users
reject
app
after
90
days
80%
of
time
on
Top
5
Bolton,
David.
"The
Average
App
Loses
77%
Of
Its
Users
In
The
First
Three
..."
N.p.,
n.d. Web.
3
Nov.
2016.

13.
App+
Strategy
*
Julie
Ask,
Forrester

14.
Discover
Gartner
2016

15.
Discover
70%
of
Millennials
prefer
their
smartphones
for
research

16.
Discover
More
than
70
percent
of
mobile
ads
fail
to
create
a
positive
user
experience

17.
2017
ADjustments
Fight
Ad
blocking
Quality
over
quantity
More
Video

18.
Discover

19.
Evaluate
Gartner
2016

20.
Evaluate

21.
53%
of
mobile
website
visitors
will
leave
after
3
sec
Avg load
time
3G
19
sec
Avg load
time
4G
14
sec
AMP
to
the
RESCUE

22.
Purchase
Gartner
2016

23.
Purchase

24.
Purchase

25.
Onboard
Gartner
2016

26.
Onboard
20B
Daily
SMS,
MMS
30B
Whatsapp messages

27.
Onboard
Reservation
confirmation
Check-­‐in
using
phone
Link
to
guest
rewards/loyalty
points

28.
Share
Gartner
2016

29.
Share
Friends
and
Family
Pass
it
along
34k
average
shares
per
day
The
program
drove
$142k
in
incremental
revenue
The
program
drove
12.5k
new
mobile
memberships
97%
of
Millenials say
they
share
pictures
while
travelling

30.
Gartner
2016
Demonstrate

31.
Demonstrate

32.
Action
Plan
Monday
Morning
◦ Designate
someone
to
lead
the
effort
to
launch
your
customer
experience
efforts
Next
90
Days
◦ Map
the
customer
journey
◦ Create
action
plan
to
create
love
and
loyal
advocates
Next
12
Months
◦ Execute
changes,
remeasure,
repeat