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Inserting Mobile Into the Customer Journey CUSTOMER EXPERIENCE
No Brand Loyalty
14% of leisure travelers book with first air brand
10% first hotel brand
Forrester• 66% of marketers reported
they're doing a good job of personalized marketing
• 31% of consumers agree
• 40% of consumers unsubscribe when too many messages
New Customer Journey
Gartner 2016
Gartner 2016
Gartner 2016
Where does mobile fit?Overall mobile travel sales to hit $65 billion this year
51.8% of travelers who book trips via digital will do so using a mobile device.
Where does mobile fit?
Where does mobile fit?
App downloads still growing
But…
95% of users reject app after 90 days
80% of time on Top 5
Bolton, David. "The Average App Loses 77% Of Its Users In The First Three ..." N.p., n.d. Web. 3 Nov. 2016.
App+ Strategy* Julie Ask, Forrester
Discover
Gartner 2016
Discover
70%of Millennials prefer their smartphones for research
DiscoverMore than 70 percent of mobile ads fail to create a positive user experience
2017 ADjustmentsFight Ad blocking
Quality over quantity
More Video
Discover
Evaluate
Gartner 2016
Evaluate
53% of mobile website visitors will leave after 3 secAvg load time 3G
19 secAvg load time 4G
14 sec
AMP to the RESCUE
Purchase
Gartner 2016
Purchase
Purchase
Onboard
Gartner 2016
Onboard
20BDaily SMS, MMS
30BWhatsapp messages
Onboard
Reservation confirmation
Check-‐in using phone
Link to guest rewards/loyalty points
Share
Gartner 2016
ShareFriends and FamilyPass it along
34k average sharesper day
The program drove $142k in incremental revenue
The program drove 12.5k new mobile memberships 97% of Millenials say they share pictures while travelling
Gartner 2016
Demonstrate
Demonstrate
Action PlanMonday Morning◦ Designate someone to lead the effort to launch your customer experience efforts
Next 90 Days◦ Map the customer journey◦ Create action plan to create love and loyal advocates
Next 12 Months◦ Execute changes, remeasure, repeat