Adding mobile marketing and technology into the customer journey and improving the customer experience

1. Inserting
Mobile
Into
the
Customer
Journey
CUSTOMER
EXPERIENCE

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

9. 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

10. New
Customer
Journey

11. Gartner
2016

12. Gartner
2016

13. Gartner
2016

14. 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.

15. Where
does
mobile
fit?
Google

16. Where
does
mobile
fit?
Google

18. App
downloads
still
growing

19. 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.

20. App+
Strategy
*
Julie
Ask,
Forrester

21. Discover
Gartner
2016

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

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

24. 2017
ADjustments
Fight
Ad
blocking
Quality
over
quantity
More
Video

25. Discover

26. Evaluate
Gartner
2016

27. Evaluate

28. 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

29. Purchase
Gartner
2016

30. Purchase

31. Purchase

32. Onboard
Gartner
2016

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

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

35. Share
Gartner
2016

36. 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

37. Gartner
2016
Demonstrate

38. Demonstrate

39. 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