Engage 2014 - Rob Zuiderhoek - Adobe

© 2014 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @AdobeMktgCloud @Robertouno

Emerce Engage 2014

Versterken van klantrelatie bij AccorRob Zuiderhoek | Business Consultant Adobe


Agenda

• Building a cross channel relation

• Strengthening customer relation at Accor

• A little Adobe promotion


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?

© 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?


How Can We Strengthen Customer Relationships?

UNDERSTAND

THE

CUSTOMER

DESIGN

CROSS-

CHANNEL

EXPERIENCES

ACT IN

REAL-TIME


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

© 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.


?Product

Details

How well do you understand your marketing and content performance?

Contact Us


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


Cross-channel marketing

Personal relevant messages

€100Voucher

€100Voucher

€100Voucher

€100Voucher

Earn Bonus Miles

€100Voucher

Happy Birthday

€100Voucher

MASTER MARKETING PROFILE

DIGITAL INTERACTIONS

ENTERPRISEDATA

CONTENT

CROSS-CHANNEL CAMPAIGNS

CONSISTENT

MESSAGES

CROSS-CHANNEL

CAMPAIGNS

CONSOLIDATED

DATABASES

ACCOR, BUILDING A

CROSS-CHANNEL

CUSTOMER

EXPERIENCE

May 2014

ACCOR, THE WORLD’S LARGEST

HOTEL OPERATOR

Accor in worldwide figures…

14 million members

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

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

http://www.accorhotels.com/




THE CONNECTED CUSTOMER:

ALWAYS MORE, ALWAYS ON


Our main target: Travellers

Sequential usage

Simultaneous usage

PCs are most often a starting point for more complex

activities

Smartphones are the most common starting place for online

activities

Tablets are most often a starting place for shopping and trip

planning

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

FROM MULTI-CHANNEL TO CROSS-

CHANNEL EXPERIENCE

A customer-oriented strategySend the right MESSAGE to the right CUSTOMER at the right TIME through the right CHANNEL

Cross-channel is already live at Accor

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

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…)


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


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


Take the Campaign Management Self-Assessment

AdobeCampaignPro.com


Q&A


Rob [email protected]

@robertouno

Engage 2014 - Rob Zuiderhoek - Adobe

Presentations & Public Speaking

Transcript of Engage 2014 - Rob Zuiderhoek - Adobe