Cathay Pacific: Using Digital Analytics to Drive Global Customer Centric Insights �
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Transcript of Cathay Pacific: Using Digital Analytics to Drive Global Customer Centric Insights �
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Cathay Pacific Airways Limited Hong Kong Dragon Airlines Limited
Connie Chan ([email protected])
Assistant Manager Analytics, Digital Retail Cathay Pacific Airways
IBM Amplify 2015 Conference (CDA-1261)
Cathay Pacific Using Digital Analytics to Drive
Global Customer Centric Insights
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ü About Cathay Pacific
ü Shaping the Digital Retail Experience
ü Our Key Challenges
ü How Digital Analytics helped to improve our business
Agenda
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About Cathay Pacific
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Road Warrior – Life Well Travelled – Cathay Pacific http://www.youtube.com/cathaypacific
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#LifeWellTravelled
Continually strive to enhance the overall travel experience:
ü To be more personable in our service
ü More considered in our design
ü More intuitive in anticipating customer needs
ü Helping make the customer journey more pleasurable
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In the air We are serving 189 destinations across 15 territories with 2 carrier brands – Cathay Pacific & Dragonair
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Over the Internet We serve 58 country sites in 13 languages, handling millions of transactions in 25+ different currencies
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On the go Mobile app provide wide range of manage booking services
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Our Online Connections Paid media (SEM, Banner Ads), Newsletters, facebook, Twitter, LinkedIn, Instagram, Pinterest, Weibo, Wechat, Flight messaging (SMS)…
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Shaping the Digital Retail Experience
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Digital Retail is more than flight tickets
ü Enriched content - Online Travel guides
ü Variety of products
ª Travel Packages and hotels
ª Extra legroom, excess baggage, cabin upgrade, meal upgrade
ª Train, event, theme park tickets
ü Online Services – Ticket schedule change, Check-in, Mobile boarding pass
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Cathay Pacific Online Travel Experience
Research & Shopping
Checkout & Fulfillment
Pre-flight & Travel
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Digital Analytics aims at driving insights with focus on
• Designing an optimal and personable travel experience
• Improving customer engagement in using Cathay
Pacific platforms as their online travel partner
• Identifying opportunities to increase sales conversion
and optimize online self-service for cost saving
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Our Key Challenges
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Our Key Challenges
ü Variety of services and products in our website and mobile app
ü Cross-country analysis on online sales and servicing performance
ü Highly seasonal business
ü Market driven fare with complex revenue model
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Variety of services & products in our website & mobile app analysis on sales performance of flight tickets, travel packages & ancillary products, and servicing platforms of the customer travel journey
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Cross-country analysis
How many of the travelers located in
China buy a ticket departing from
Shanghai through the China - Chinese
language website?
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Highly seasonal business
Sales trend of US site
Sales trend of China site
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Market driven fare with complex revenue model
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How Digital Analytics helped to improve our business
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Focus areas for Cathay Pacific
ü Focus on online travel experience analysis
ü Cathay Pacific mobile app re-design challenges
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Digital Analytics Process
Define business objectives
Setup KPIs
Data collection and tracking
Data Analysis
Insights & Recommendations
Actions to improve
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Focus on online travel experience analysis
Research & Shopping
Checkout & Fulfillment
Pre-flight & Travel
• Ease of use in findings promotion offers • Content and product search preferences
• Booking funnel analysis • Booking and payment system performance
• Travel tips content consumption • Servicing system performance, e.g. system errors • Ancillary sales opportunities
Areas of focus
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Content optimization – what to promote?
Research & Shopping
ü Find out the most attractive types of offer
ü Provide customized content
with historical findings to improve sales conversion
ü Change the position of the promotion offer content in the homepage
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Click-through rates of the homepage banners
Research & Shopping
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Are we inspiring our customers with holiday ideas?
Research & Shopping
ü Pick most attractive theme to design the newsletter or promote in the homepage
ü Use as the keyword for SEO
and paid media
ü Optimize the recommendation panel by changing the text of the “under-performed” options
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Find out customers’ interests
Research & Shopping
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Identify opportunities for Upsell
ü Understand why customer
choose to pay more. Highlight
the popular benefits in
attracting the customer to
choose the best fare for them
ü Simplify fare structure to
provide the most-welcomed
fare options for the customers
Checkout & Fulfillment
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Understand where the upsell happens
Checkout & Fulfillment
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Sales Recovery for cart abandonment
Checkout & Fulfillment
ü Send retarget email to customer in calling our ticketing center to continue the booking
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Why customer abandon the booking?
Checkout & Fulfillment
ü Payment error
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Cathay Pacific mobile app re-design challenges
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Is mobile app an opportunity for Cathay Pacific?
ü Increasing trend in website traffic coming from mobile phones
ü Mobile Phone sales conversion rate remains lower than that of Tablet
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What system should be supported by the mobile app?
ü We need a development platform that supports both iOS and Android
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Is it needed for all language versions?
ü Both English and Chinese need to be available in the first version
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What functions should be available for managing bookings with the mobile app?
ü Redesign the manage booking
interface to display the most popular
function
ü Identify possible spaces for upsell
and cross-sell
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Popular manage booking functions
Top function in terms of click is update contact Top function in terms of completion, it is change seat
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Should mobile app allow booking for complex itinerary?
ü We may not need to design the
booking flow in mobile app for
complex itinerary at the first
place, as its sales % share is
relatively low online
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Digital Analytics across the board
We are keen on building online customer journey profiles with digital analytics, with the complexity in managing multiple brands, countries, variety of products & services, different languages and currencies, cross-platforms, etc.
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