Unlocking the Insight of your Customer Data

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The travel sector is awash with data. Mobile technology is fostering new data generating consumer behaviours and is dominating the travel industry.

Google seems to have hit the nail on the head when it described the modern customer journey as a series of micro-moments. Think back to the last time a friend recommended a hotel, holiday or journey to you. Did you patiently wait till you got home to look it up? No, nor us!  60% of travel searches start on mobile and 94% continue to jump between devices as they piece together options*, likes, dislikes, reviews and final plans. And it doesn’t end there, with 85% of leisure travellers deciding on activities after they have arrived at their destination. Swathes of time is spent experiencing, then reporting on those experiences on social media– good or bad.

None of this is surprising and more than ever, we are seeing the travel businesses that embrace data driven marketing and product development lead the way. And why not? According to a study by American Express, 83% of millennials said they would let travel brands track their digital patterns if it would provide them with a more personalised experience. In fact, 85% of all ages thought that customised itineraries were far more desirable than general offerings.

Customers are generating valuable, insightful data faster that it can be analysed.

 

Where does your travel business sit?

Every business on the planet (that wants to survive) is on a digital transformation journey.

Some are at the early stages; realising that having all customer data on separate platforms is not only ineffective, but is holding them back.

Some have their data in order on one central system but now need to identify how to analyse it for actionable insights that will feed product development and better ROI.

Some are already producing those insights and making the most of the increasing spontaneity and experience-led decision making of travellers with well-timed promotions and products.

Some travel firms have been on the journey since the beginning and are advancing quickly. New analysis of 321 million social engagements by Adobe Digital Insights has found at least 8 of the largest hotels have tested virtual reality experiences during the past six months and most of these were programmes that paired with a traveller’s mobile device.

 

Five Steps for Better Data Analysis and Use

 

  1. Data Management

Data is only as useful as its storage and use.  Bearing in mind that GDPR (General Data Protection Regulations) are on the horizon and come with large penalties, the right data infrastructures and processes are critical.  Your data environment needs to be GDPR compliant and allow you to capture individual interactions as they happen against one record.

 

  1. Connection

A Single Customer View will allow you to join the dots between online and offline customer journeys. Your customers will have a better experience and you will be able to use the data to spot opportunities and patterns within a client group. You’ll also see what is and isn’t working. As a result, ROI can’t help but improve.

 

  1. Deeper Knowledge

Customers expect you to know them. To know what the booked or did last, what they might want to do next and on what terms. You can’t do any of that without better use and understanding of your data.

 

  1. More Creativity

When you know who you’re marketing to and what makes them tick, you can be more creative and innovative in your messaging, reflecting them in your materials and interacting with them more meaningfully on social platforms too. With the right system, you can then watch those interactions, learn about behaviour trends and manage them.

  1. Understanding your ROI

When you are operating a CRM system that has been carefully tuned to your business’ needs, people and processes, you will be in a better position to plot your customer journeys and attribute online and offline channel success.

 

Want more?

Feel to join us for our next webinar, Digital Transformation in Travel & Leisure.

Date: Thursday 17th August

Time: 11am BST

Attendees: Best suited to marketing, sales, IT and data officers working in the travel and leisure industry and who use (or are considering) CRM for data management, inbound marketing and email marketing.

During the webinar, we will discuss:

  • The main themes of digital transformation in the travel and leisure industry.
  • What a 360-degree view of your customers looks like.
  • GDPR, a catalyst for positive change?
  • Creating a better customer experience and journey.
  • How Microsoft’s platforms and tools are helping us to improve our travel clients’ processes, productivity and insights.

It takes seconds to register. If you can’t join, you can still register for us to email you the recording. The industry is changing so quickly, it’s worth being informed.

 

 

Sources

https://econsultancy.com/blog/68183-10-spectacular-digital-marketing-stats-from-this-week/

https://www.thinkwithgoogle.com/articles/mobile-influence-travel-decision-making-explore-moments.html

 

Millennials Want to Give You Their Data

In an interesting article, E-consultancy recently highlighted the famous 2011 Wall Street Journal article “Why software is eating the world’.

Six years on from that article, we have seen how digital technology has driven a huge shift in our daily lives with a proliferation of data, online customer service, customised experiences, bigger expectations, machine learning, artificial intelligence and increased automation to name just a few.

Every one of these elements depends on data or as e-consultancy nicely puts it “torrents of data”.

Once upon a time, consumers were reluctant to share their details with brands for fear of bombardment and junk messages. Direct marketing was a dirty task, advertising on TV was not to be trusted and only ads that made you laugh or cry resonated.

Yet here we are in a digital world where consumers can now see the value in you knowing a bit more about them. Cookies are no longer a thing you eat, but a way for companies to help you get more out of your online journey. Most of us prefer messages that are relevant and timely and to have those, we accept that brands need to know more about us.

FACT about sharing information.

As consumers, we are driving digital transformation and we are accommodating the businesses who are shaping their offerings to meet that demand. And with one in three brits now opting in to brand communication (thank goodness with GDPR insisting on it), they are clearly expecting great things.

Digital transformation is well underway. So how is the journey going for you?

With GDPR looming ever closer, this is not just a polite reminder that you might like to think about your data infrastructure and marketing activity, it’s a plea to stop right now and consider how you’re managing and using all that data.

 

Five Steps for Better Data Analysis and Use

 

  1. Data Management

Data is only as useful as its storage and use.  Bearing in mind that GDPR (General Data Protection Regulations) are on the horizon and come with large penalties, the right data infrastructures and processes are critical.  Your data environment needs to be GDPR compliant and allow you to capture individual interactions as they happen against one record.

 

  1. Connection

A Single Customer View will allow you to join the dots between online and offline customer journeys. Your customers will have a better experience and you will be able to use the data to spot opportunities and patterns within a client group. You’ll also see what is and isn’t working. As a result, ROI can’t help but improve.

 

  1. Deeper Knowledge

Customers expect you to know them. To know what they booked or did last, what they might want to do next and on what terms. You can’t do any of that without better use of data.

 

  1. More Creativity

When you know who you’re marketing to and what makes them tick, you can be more creative in your messaging, reflecting them in your materials and interacting with them more meaningfully on social platforms too. With the right system, you can then watch those interactions and manage them.

 

  1. Understanding your ROI

When you are operating a CRM system that has been carefully tuned to your business’ needs, people and processes, you will be in a better position to plot your customers’ journeys and attribute online and offline channel success.

 

Want to know more?

Take 20 minutes with us and discover what Digital Transformation means for your business and how you can create a better customer experience and journey.

Date: Thursday 17th August

Time: 12pm BST

Attendees: Sales, Marketing, IT and Data Officers who use (or are considering) CRM for data management, inbound marketing efforts and email marketing.

 

During the webinar, we will discuss:

  • What is Digital Transformation?
  • GDPR, a catalyst for positive change?
  • Creating a better customer experience and journey.
  • How Microsoft’s platforms and tools come together for unrivalled process, productivity and insight.
  • What areas of productivity and process your business could be considering now to ensure success and growth in the future.

 

Register now. It takes seconds and if you can’t join us, you can still register here and we’ll email you the recording to watch in your own time.