AVANCERAD ANALYS SÄKERSTÄLLER SAS CRM- STRATEGI SAS Xperience, okt 2016 Mattias Andersson, Head of CRM Analytics Scandinavian Airlines 1
AGENDA • SAS (Scandinavian Airlines) CRM igår/idag/imorgon • ”Kund - och Personaliseringsprojektet ” (på 20 min istf 1,5 tim) • Frågestund 2
SAS CRM – IGÅR / IDAG vs IMORGON ”Projektet” Från ”avdelningen som skickar ut e - post” (>100 milj/år ) till ”avdelningen som…” 3
CRM-ORGANISATIONEN IDAG CRM-chef (1) CRM Analytics Kommunikatörer Affärsutvecklare (7) (5) (2) 4
”THE CUSTOMER AND PERSONALIZATION PROJECT” 4 PILLARS FOR SUPERIOR CUSTOMER EXPERIENCE THROUGH PERSONALIZATION One customer view in all channels Cross-channel real- time marketing Content & offer management Organizational alignment 5
4 PILLARS FOR SUPERIOR CUSTOMER EXPERIENCE THROUGH PERSONALIZATION One customer view in What’s Involved : all channels Unified customer profile Single view of the customer and Cross-channel real- understanding of data time marketing Multi-channel analytics and reporting Content & offer Digital attribution to CRM data management Organizational alignment 6
BRING DATA TOGETHER TO UNIFY THE CUSTOMER PROFILE CRM DATA ONLINE BEHAVIOR Transactions history VARIABLES Demography 1 st part data - SAS PREDICTIVE MODELING Third party data channel customer behavior (eg. Mosaic) 2 nd party data – partner Propensity to travel channel data Propensity type of trip 3 rd party data – Route propensity customer profile from Co-brand online data eg interests and demographics Ancillary & attached propensity CUSTOMER DNAS CUSTOMER IDENTIFICATION Purpose of travel IP address Price sensitive Device id Share of wallet 7 Cookie Customer value
4 PILLARS FOR SUPERIOR CUSTOMER EXPERIENCE THROUGH PERSONALIZATION One customer view in What’s Involved : all channels Visual campaign orchestration Targeted segmentation Cross-channel real- Real-time interaction and reporting time marketing Content & offer management Organizational alignment 8
CONTENT AND OFFERS WILL BE SET UP IN ONE INTERFACE FOR ALL CHANNELS This is related to campaigns and content both for identified customers and un-identified customers Tomorrow Today Ext Banner Campaigns Ext Banner Mail Mail Campaigns Campaigns Webb Webb Campaigns Mobile Campaigns Mobile SMS Campaigns SMS 9
4 PILLARS FOR SUPERIOR CUSTOMER EXPERIENCE THROUGH PERSONALIZATION One customer view in What’s Involved : all channels Centralized digital asset management Responsive design Cross-channel real- Create content once, deploy everywhere time marketing Target experiences based on profiles and behaviors Content & offer Channel and campaign management Organizational alignment 10
PERSONALIZED CONTENT A combination of the customer’s attributes, activity settings and the offer attributes must connect ct wit ith the he content t PETER T MATTIAS MALAGA 299:- MALAGA 1999:- 11
MULTI-CHANNEL CONTENT EFFICIENCY & RESPONSIVE DESIGN Multi-channel Content Efficiency & Responsive Design DRAFT SLIDE
”I love to travel with my family, and friends and SAS, for me, feels like the LOUISE safe and local choice, even though I can find cheaper tickets elsewhere .” Stockholm, TEACHER, 42 EB B me member Since 2001, <5000 points Louise is a loving mother, devoted to creating and maintaining the Travel l freque uency Infrequent, yearly or semi-yearly perfect family life. Travel l pur urpose Predominantly leisure She loves to plan family getaways Predominantly SAS GO Travel Class and is always on the search for the next family-adventure. However, Type of tri Ty rips City weekend getaway, Summer, sun & bath w. kids time and money doesn’t always allow all the travels she wishes. Low Price se Pr sensitivity For her the perfect flight is a Weekends Spring & Autumn Time of travel smooth, seamless experience (propensity) (p Summer where help is available if needed. SAS website Book Bo k thr hrough gh From time to time she travels with friends to European cities Service High Objecti tives She now wants to go on vaccation to a nice city in Europe with here • Keep buying with SAS, increase friend and start to search on SOW different trips in general. • Upsale Ancillery Cobrand and get app • Service and guidance at airport
EXAMPLE OF COMMUNICATION TO LOUISE TOOLS & PROFILE EUROBONUS SERVICES PROGRESS INSPIRATION SOCIAL MEDIA DESTINATIONS OFFERS
4 PILLARS FOR SUPERIOR CUSTOMER EXPERIENCE THROUGH PERSONALIZATION One customer view in What’s Involved : Strategy “buy - in” all groups understand the all channels end goal and effort involved Cross-channel real- Coordinated approach to becoming a data time marketing driven organization Digital strategy, digital sales, digital Content & offer marketing needs to follow the customer management behavior and optimaze on the conversion A common, role-based & multi-channel KPI Organizational framework alignment 15
ALIGNMENT OF ORGANISATIONAL SILOS EXTERNAL MARKETING IN A BOUGHT DIGITAL WORLD BANNER MEDIA DISPLAY SOCIAL LOYALTY ANALYTICS WEBSITE MOBILE CUSTOMER EXPERIENCE CONTENT EMAIL CALL CENTER TESTING 16 AIRPORT STAFF BRANDING AND CREW
FRAMGÅNGSFAKTORER • Se över hela ”kampanjkedjan” – man blir aldrig starkare än sin svagaste länk • Personer från olika avdelningar måste jobba ihop. Data från olika avdelningar måste jobba ihop. Verktyg från olika avdelningar måste jobba ihop. • Se till att de finns tillräckligt med interna resurser under hela resan. 17
Frågor? Kontaktuppgifter: - mattias.andersson2@sas.se - 070-997 31 48 - http://linkedin.com/in/mattiasandersson1 18
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