engage 2014 - rob zuiderhoek - adobe
DESCRIPTION
Versterken klantrelatie bij Accor Hotels.TRANSCRIPT
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
Emerce Engage 2014
Versterken van klantrelatie bij AccorRob Zuiderhoek | Business Consultant Adobe
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
Agenda
• Building a cross channel relation
• Strengthening customer relation at Accor
• A little Adobe promotion
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
70%
“Jaded”
63%
“Numb”
Personalizationseen as
“SUPERFICIAL.”And so
common.
“They use my first name but it’s the only
thing they know about me.”
“Their personalization efforts are useless as they still bombard me
with too many emails.”
Consumers appreciate customized recommendations…
. . . But are put off by superficial personalization
“They try to personalize, but either they talk about products I already refused or products I don’t care about.”
Source: Economist Intelligence Unit, 2013
What Do Consumers Say?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
More organisations could be extending their campaigns cross-channel% of respondents
We have a joined up campaign strategy
We have a separate strategy per channel
Other
Unsure
35%
33%
25%
8%
Source: Adobe & Guardian Media Network Personalisation Study 2014
Data is a key factorMarketers achieve higher ROI and response rates, but data remains a key differentiating factor
Marketers are starting to become more comfortable with privacy & personalisation% of respondents have concerns
NO60%
YES40%
66%Organisations
do not have a
personalisation
strategy
What Do Marketers Say?
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
How Can We Strengthen Customer Relationships?
UNDERSTAND
THE
CUSTOMER
DESIGN
CROSS-
CHANNEL
EXPERIENCES
ACT IN
REAL-TIME
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
The customer journey is highly complex
customer receives email with services
offer
checks social media for reviews
researches via mobile site
dials call center for
more information
goes online via tablet to initiate
purchase
goes to branch to finalisepurchase
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
Definitions of the kinds of data we collect
7
STANDARD CUSTOMER TYPES
Anonymous visitorVisitor that engages with the brand through paid,
owned or earned media without providing PII.
Known customerVisitor that has provided PII to the brand (and
consent to use that PII in communications) and is
receiving a direct communication or is
authenticated/logged in.
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
?Product
Details
How well do you understand your marketing and content performance?
Contact Us
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
Multi-channel marketing
Mixed impersonal messages
INCONSISTENT MESSAGES
MULTIPLE CHANNELS
MULTIPLE DATABASES
Enroll in Loyalty
Program
Earn Bonus Miles
Free Upgrade
Holiday Offer
Upgrade Offer
Learn More
€50Discoun
t
Mobile Check-
In
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
Cross-channel marketing
Personal relevant messages
€100Voucher
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Earn Bonus Miles
€100Voucher
Happy Birthday
€100Voucher
MASTER MARKETING PROFILE
DIGITAL INTERACTIONS
ENTERPRISEDATA
CONTENT
CROSS-CHANNEL CAMPAIGNS
CONSISTENT
MESSAGES
CROSS-CHANNEL
CAMPAIGNS
CONSOLIDATED
DATABASES
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ACCOR, BUILDING A
CROSS-CHANNEL
CUSTOMER
EXPERIENCE
May 2014
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ACCOR, THE WORLD’S LARGEST
HOTEL OPERATOR
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Accor in worldwide figures…
14 million members
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Accor, the world’s largest hotel player in digital distribution
14
280 M UV(Accor sites)
≈ 1.6 Bn €turnover
+14%revenue
growth in
2013
The most visited
hotel websites
Hotel website
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LANGUAGES
15
Visits in 2013
22 M
9Mobile applications
1 IPADAPPLICATION
9Mobile sites
Turnover 2013
> 53 M€+138%
vs
2012
Mobile Solutions
Versions
31 16
Accorhotels.com
PHOTOS
70 000 1,100HOTEL VIDEOS
LANGUAGES
turnover in 2013
≈ 1.6 billion €
HOTELS
+14%
vs 2012
3,600
14 websites
13 brands websites
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THE CONNECTED CUSTOMER:
ALWAYS MORE, ALWAYS ON
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
Our main target: Travellers
Sequential usage
Simultaneous usage
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PCs are most often a starting point for more complex
activities
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Smartphones are the most common starting place for online
activities
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Tablets are most often a starting place for shopping and trip
planning
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The ambition: make the customer journey easy!
280 M unique website
visitors in 2013
+1.5 M customers
on social networks
22 M visitors on
Accor mobile solutions in 2013
Millions of stays
in Accor hotels in 2013
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FROM MULTI-CHANNEL TO CROSS-
CHANNEL EXPERIENCE
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A customer-oriented strategySend the right MESSAGE to the right CUSTOMER at the right TIME through the right CHANNEL
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Cross-channel is already live at Accor
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Single Channel Multi-Channel Cross-Channel Omni-Channel
The Evolution Towards Omni-Channel Booking
Customers
experience a
single touchpoint
Hotels have a
single touchpoint
Customers see multiple
touchpoints acting
independently
Hotels’ channel knowledge
and operations exist in
technical & functional silos
Customers see multiple
touchpoints as a part of
the same brand
Hotels have a single view
of the customer but operate in
functional silos
Customers experience a brand,
not a channel within a brand
Hotels leverage the single view
of the customer in coordinated
and strategic ways
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The Evolution Towards Omni-Channel Booking
1. Building a 360° Relationship Marketing Strategy:
ensuring the reliable collection of prospect and
customer data
2. Managing cross-channel campaigns through one tool
3. Personalise customer experience (customer journey,
contents, commercial pressure rules…)
4. Real-time communications
5. Ongoing optimisation (reporting, KPI, AB testing…)
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
Adobe Campaign Strengthens Customer Relationships
Understand the Customer
Closed-loop marketing that increases revenue, operational efficiency, cross-sell, up-sell, loyalty, and enhances the customer experience.
Unparalleled Marketing Effectiveness
+ + =Cross-Channel
Experiences Act in Real-Time
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
Key Takeaways
There is no such
thing as a one-size
fits all approach for
customer
engagement
anymore
1Adobe Campaign
helps you graduate
from siloed channel
marketing to
orchestrated
customer journeys
2Like Accor Hotels,
you can embrace
opportunities for
highly relevant
engagement
3
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
Take the Campaign Management Self-Assessment
AdobeCampaignPro.com
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
Q&A
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© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno
@robertouno