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DIGITAL STRATEGY
Nicola Arnese
VP e-Business, Alitalia
B.Com Event
Turin, 18th April 2013
2
STRATEGY: FROM TRANSACTION TO RELATIONSHIP
CREATE
INTIMACY AND LOYALTY
BY ENGAGING CUSTOMERS
IN A DIRECT RELATIONSHIP
ALONG THE
ENTIRE TRAVEL CYCLE
COMMANDMENTS & ENABLERS
1. Make all products and services available to the on-line channels with a self-service
appraoch
2. Offer a simple yet engaging customer experience
3. Define enhancements based on customer analytics
4. Big Data exploitation for 1:1 Customer Relationship Management
5. Produce and deliver relevant, inspiring and customized contents
6. Be where and when customers are: occupy the digital marketplaces,efficiently to trade,
brand and generate leads.
7. Mobile technology to be with customer, always (Alitalia in your pocket)
8. Leverage Social Media firepower and depth of information
9. Deliver outstanding customer support pre and after sales/service
10. Be an attractive advertising marketplace
Solid and flexible
infrastructureG-Local approach
Coherent channel
distribution policy
Digital culture
across the company
Effective
commercial strategy
10
CO
MM
AN
DM
EN
TS
FUNDAMENTAL ENABLERS
3
2013 – 2016 GOALS
Worldwide Goals 2012 2013 2014 2015 2016
Revenue
Coupon Share
Flown Revenue Share
Digital Check-in Share
Digital direct contacts
Social Followers
LEGENDA:
• Coupon share: alitalia.com coupon sold vs total coupons sold
• Flown Revenue Share: alitalia.com revenue flown vs. total revenue flown
• Digital Check-in Share: check-in via alitalia.com, Mobile, Airport Self, vs total check-in
• Digital direct contacts: numer of owned unique contacts: e-mail, sms, app download, Social login
• Social Followers: number of followers on Social Media
4
MAIN KPI’s
Worldwide 2012 2013 2014 2015 2016
Overall Customer Satisfaction
Customer 3.0 Index
Paid Visits Index
Booking Conv. Rate
Home Page Availability
Home Page Response Time
LEGENDA:• Customer Satisfaction Index Overall Customer Satisfaction measured by monthly survey on Italian site
• Customer 3.0 Index : Number of contacts to Customer Support vs Total digital check-in and tickets. Starting Q4/2013 will include
call me back option for customers leaving the booking in critical steps.
• Paid Visits Index: Visits generated by paid activity (ie Google AdWords) vs. Total Visits
• Booking Conversion rate: Total Tickets vs. Total Visits total ooking
• Home Page Availability: Time where Home Page has been available
• Home Page Response Time:Time needed to download the Home Page.
5
6
DIGITAL LIFECYCLE
Both functional developments (right) and commercial processes (left) are aiming at
optimizing the Customer Experience
7
ORGANIZATION
eBusiness
Innovation
PlanningUser Experience
Design & Optimization
Personal Experience
(Loyalty /CKin/Ancillary)
eBooking
Mobile
eSales
eAcquisition
Shop Management
Digital Relationship
Digital Contents
Social Media
1:1
direct marketing
Quality Assurance
e-Analytics
IT
Markets
Call Center