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Copyright © 2016, Oracle and/or its affiliates. All rights reserved. |
Customer Experiencefor Travel & HospitalityMiguel Parra (miguel.parra@oracle.com)
Director Desarrollo de Negocio CX Iberia
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 2
The Modern Traveller is
EMPOWERED BY DIGITALCompanies are under more scrutiny than ever to deliver the best experience 24/7
90%of millennials visit price comparison sites before booking travel online.The same then visit social media and review sites to support their selection.
Source: Deloitte – A Restoration of Customer Loyalty 2013
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | Oracle Confidential - Restricted 3
Adaptive, Omni-Channel Experiences for Travel and Hospitality
Copyright © 2015, Oracle and/or its affiliates. All rights reserved. |
Your Guest Journey Could Be Like This….
4
Inspire me, interest me
1
2
Help me find the right information
3
Know my interests and what I want
Recognize me and service me individually
4
Make my stay convenient, memorable
and enjoyable
5
Provide me with timely and relevant
offers during my stay
6
Let me share myexperiences
7
Copyright © 2016, Oracle and/or its affiliates. All rights reserved. | 5
Challenges In Making The ShiftTo Total Guest Experience
Limited Insight: Not knowing the guest and their journey makes it difficult to personalize the experience
Power of Social: Reviews on social channels are now a key part of a guest’s selection criteria
Complex Marketplace: Growing commoditization and competition from intermediaries threatens control of the customer and puts pressure on margins
Industry Challenges Total Guest ExperienceUnderstand & Engage Your Guests: Leverage guest data, historical information and big data sources to create better experiences and higher revenues
Present One Brand: Deliver a consistent and seamless experience across both physical and digital channels that’s durable and engaging
Listen for Feedback & Take Action: Be aware of guest opinions and reviews on the social channels and proactively address and use to influence business direction
Embrace Digital: Leverage technology to drive down costs, while increasing service and reliability to meet the demands of the modern guest
Brand Inconsistency: Disconnected touch points prevents you from presenting “one hotel” to your guests
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The Travel Industries Offline and Online Divide
Of global travel sales still happens offline
- Euromonitor
75%
OFFLINE DATA ONLINE DATA
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of online consumers admit they become frustrated
when content appears that has no relevance to them
e-Strategy
74%
Inconsistent Customer Experience Hinders Conversion
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The Travel Purchase Path Keeps Going Digital
of online travel bookings will be made
on mobile by 2017 - Euromonitor
30%
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Travelers Interact Across Devices and Across Channels
MULTI-DEVICE
OFFLINE
Travel Guides
Brochures
Travel Agents
MOBILE
Apps
Mobile Web
ONLINESearch
Shopping Cart
Online Purchases Ratings
Page Views
Reviews SOCIAL
Video
Shares
Likes
Follows
Referrals
PAID MEDIA
Display
PaidSearch
Oracle Confidential - Restricted 9
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
An Integrated Platform Spans the Travel and Hospitality Customer Lifecycle
Prospect & AcquireConnect travel data and activate it across paid media channels
Data Management Platform Datalogix Media Partners
ConvertDeliver tailored, optimized travel experience to drive purchase or collect contact Commerce Web Center Sites Maxymiser
Cross-Channel Marketing (B2C/B2B) Social Marketing Content Marketing
Retain & GrowOrchestrate travel experiences across paid, owned
and earned media to drive cross-sell and upsell revenue
Actionable Audience Profile
Anonymous Known
Oracle Confidential - Restricted 10
Copyright © 2014 Oracle and/or its affiliates. All rights reserved. |
ConnectedData
1st Party Data
WebsiteCRM Email SocialCommerce
2nd Party Data
Data Sharing
Audience Data Marketplace
Intent Geography Interests & Lifestyle
Demographic
Oracle Datalogix
OfflinePurchase
DirectMail
Optimization& Insights
Oracle Maxymiser Marketing Cloud Analytics
PersonalizationPredictive AnalyticsOffer Testing Social AnalyticsCross-Channel
InsightAudience Analytics
ActionableAudience Profile X Travel Categories # of Travel Audience Profiles
AnonymousProfile
FOR TRAVEL AND HOSPITALITY
Open Platform
AppAnalytics
Recommendation
Engines
Cross-Channel Preference
Management
WebAnalytics
ICS Integration Layer
IntelligentOrchestration
Display VideoTV Web SearchMobileEmail SocialStore
Oracle Cross-Channel Orchestration and Email Marketing for Travel
Rapid Retargeter
Campaign Management System (integrations)Travel Program Templates
Digital Experience Management
Oracle Commerce
Oracle WebCenter Sites
Oracle Micros
Oracle Social Marketing
Oracle Services Cloud
Oracle Loyalty Integration
Known Profile
Oracle Data Management Platform
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Link Disparate IDs to the Right Customers
The Industry’s Best TargetingImprove media spend efficiency and increase conversion rates
Connect Online and OfflineTap into offline purchase interactions
Maximize Existing Marketing AssetsLeverage your marketing and CRM tools to expand pool of IDs
CookieIDs
SocialIDs
PurchaseIDs
MobileIDs
PostalIDs
EmailIDs
Accurate
Oracle Confidential - Restricted 12
He creates an audience profile for people who are between the ages of 25-34, with income above $75k and have an intent to travel. He then publishes an ad targeting this audience.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Safe Harbor StatementThe preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
Customer Journey Example….
Oracle Confidential - Restricted 17
Jen is a successful, hard working millennial who is looking to get away for the weekend. She fits the profile for a traveler that Global Hotels is targeting.
She also just did a search for flights and hotels to Hawaii on Google and a travel site, which indicates her intent to travel.
Our targeted Global Hotels ad is instantly delivered to her based on her online behavior, which she sees and clicks on.
It takes her to a landing page offering 30,000 loyalty points for becoming a member and bonus points to “Sign In on Facebook”. She goes for the extra points and signs in on Facebook. Now that Jen has become a member, Global Hotels has information from her profile and from Facebook and is able to market more effectively to her.
Global Hotels can tell from Jen’s Facebook interests that she likes going to the spa and golfing. As Jen browses the Global Hotels website she sees a personalized offer for Global Hotels in Hawaii, a property that is known for its spas and golf courses. She’s interested in finding out more.
She starts to book a room and reviews prices, but it’s getting late and decides to do more research and planning later.
She closes her laptop and forgets about her booking.
Based on her actions, Jen is automatically added to a multi-channel campaign. This campaign targets potential guests who have abandoned bookings and will send them a follow-up email the next day.
The next day, Jen receives the email and is reminded about the hotel she was looking at. The email also includes personalized and relevant information based on her interests, such as the popular spa and golf course nearby. The email has a link to continue her previous booking.
Jen clicks the link and her reservation is pulled up.She reviews it but has a few questions.
Her actions on the webpage prompt a Click-to-Call, Click-to-Chat window to pop up. She wants to talk to someone live so she selects the Call option.
Jen is routed to the best agent based on her profile and behaviors. Robin is a call center agent for Global Hotels. She specializes in Hawaii and has excellent experience with millennial travelers.
Robin reviews Jen’s guest profile before being connected and sees that Jen is interested in Global Hotels Hawaii, has never stayed with Global Hotels before and likes to golf and visit the spa.
Robin leverages her knowledge base to help answer Jen’s questions and asks whether she wants to make a reservation. Robin hears hesitation, but is able to react intelligently and propose a recommended offer for the Signature Revitalizing Package. Jen loves the offer - a combined room and spa reservation is a great value so she decides to make the reservation.
Jen is happy about getting the special room and spa package and excited to be going on a trip. She sends a tweet to share her excitement.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
• Works hard, plays hard• Technologically savvy
Modern Customer Experience for HospitalityPart II: Personalized and Modern Guest Experience
• Personable and friendly• Local resident of the area
Jen JonesYoung Professional
JohnHotel Greeter/Concierge
Hotel Guest Global Hotels Hospitality company with properties operating around the world
Represents a millennial traveler Responsible for assisting guests of the hotel
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
On the morning of her arrival date Jen receives a message asking if she would like to check in for her upcoming stay. She clicks Yes.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
She confirms her reservation information and is all set to go. She starts to head out and will be at the hotel in a few hours.
9:05 AM
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Meet John, the bellman at Global Hotels. His job is to welcome guests as they arrive, making them feel comfortable and special at the hotel as well as helping them in anyway possible to ensure a pleasant and enjoyable stay.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
John starts his day by reviewing who the key arrivals are. Jen is on the list as a Top Influencer due to her large following on social networks. He also reviews the hotel’s daily meetings and events calendar so he can answer any questions that will likely come up.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Later that day John receives a message as Jen is nearing the hotel. He clicks on the message to review her guest details.
Guest Arriving
Jen JonesTop Influencer
Click For Guest Details
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John is able to review information on Jen such as her profile, preferences and interests and is now able to connect with her better.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
As Jen gets out of her car, John welcomes her by name and offers her favorite drink.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
John helps Jen to her room. At the door John shows Jen how her phone is used as a mobile room key.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
As Jen enters the room she is pleasantly surprised the temperature in the room and channel on the TV are already set based on her preferences as well as the extra down pillows that she can’t sleep without.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Before John leaves, Jen is reminded about Global Hotel’s mobile app where she can schedule her spa services in addition to seeing hotel information, controlling room functions, ordering room service and interacting with a virtual concierge.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Later that evening as Jen is relaxing near the hotel pool, she gets a message letting her know that there is an open table at the hotel’s award winning restaurant. She is getting hungry and takes the offer.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
What time is check
out?
On her last day, she asks the virtual concierge what time checkout is.
Hi Jen, I am George. Your virtual concierge. How may I help you?
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Check out is at 11 am.
Would you like to check out now?
The virtual concierge tells her check out is at 11 am and asks whether she wants to check out.
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Yes
It’s almost 11 so Jen decides to check out now and responds “Yes”.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Yes
Jen’s folio is displayed to her and she says “Yes” to check out.
Here is your folio.
Say “Yes” to continue or “No”
to cancel the checkout.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Jen is now checked out. The virtual assistant also knows that Jen’s car is valet parked and asks whether she wants it brought out.
You are now checked out.
Would you like valet to bring your car?
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Later that day, Jen checks her email and sees her final folio that was emailed to her. The email also asks for feedback on her stay and includes a link to a guest satisfaction survey.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Jen decides to give feedback and fills out the survey. With her survey responses, Global Hotels is able to make improvements to the customer experience and is also able to improve their targeting of future offers to her.
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Jen had a great experience at Global Hotels and shares her unforgettable memories on her social channels.
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
What Makes a Great JourneyIt’s All The Little Things That Count
Oracle Confidential – Internal/Restricted/Highly Restricted 53
Know and Connect With Your Guest
Engage & Deliver Seamless, Consistent Experiences
Provide a Modern and Individualized Experience
1
2
3
• Having access to guest information to be able to treat guests individually
• Feedback mechanism for a continuous experience that is always improving
• Efficient mobile check-in and check-out procedures• Orchestrated multi-channel engagement across devices
• Anticipate needs and provide relevant recommendations and offers (open tables at dinner time)
• Mobile room keys, mobile apps, virtual concierge
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Safe Harbor StatementThe preceding is intended to outline our general product direction. It is intended for information purposes only, and may not be incorporated into any contract. It is not a commitment to deliver any material, code, or functionality, and should not be relied upon in making purchasing decisions. The development, release, and timing of any features or functionality described for Oracle’s products remains at the sole discretion of Oracle.
Some References ….
Oracle Confidential - Restricted 54
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 55
Oracle Customer Experience In Hospitality
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Some of the Travel & Hospitality Companies using Oracle Marketing Cloud
Oracle Confidential - Restricted 56
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. | 57
Results Being Realized by World-Class Companies
Sales VP Head of Digital
Marketing
Head of Service
Head of Digital
Marketing
Head of CXHead of Commerce
480Web sites being
managed following corporate guidelines
and having consistent look and feel
4XRecipient of Airline
Program of the Year. Ability to understand,
respond to & anticipate customer needs
5m+Customers receiving
dynamic emails showing relevant
content and translations
10%Reduction in call volume. Saved
$200,000 annually
14% Increase in add-on
excursion purchases
90% Reduction in agent
errors while improving customer service
quality
Copyright © 2016 Oracle and/or its affiliates. All rights reserved. |
Results Being Realized by World-Class Companies
20%Increase in new
member acquisition in airline loyalty
program
93%Higher conversion
rate65% higher email
open rate5.8x higher revenue-
per-email
132% Increase in
revenue per email
54.8% responder-to-open-rate
22%increase in
customer pickup rate
Head of Marketing
Head of Email Marketing
Marketing Manager
Director of eMarketing
Marketing Director
Head of Loyalty
5M+Customers receiving
dynamic emails showing relevant
content and translations
300%Increased click rates
120% increase in open rates
Oracle Confidential - Restricted 58
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