4 1.15-1.35 darrin rowe - eyefortravel · 2018-03-21 · advertising & marketing testing •...
TRANSCRIPT
G R E Y H O U N D T R A N S F O R M A T I O N
Darrin RoweDirector, Customer Insights & Loyalty
February 28, 2018
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DIGITAL TRANSFORMATION
CREATING A TEST & LEARN
CULTURE
AGENDA
AGENDA
TURNING DATA & INSIGHTS INTO
ACTION
3
GREYHOUND BACKGROUND
3,800 18M passengers
104 yrs. New Fleet
TerminalsMexicoNew Brand
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CHALLENGES
1. Greyhound’s position as a loved and iconic American brand has eroded in the face of poor customer experience and a rise in inexpensive travel alternatives
2. The third industrial revolution has drastically shifted consumer expectations and if Greyhound does not adapt quickly to the new digital landscape, it risks survival in the near future
4. Limited customer data, inefficient pricing tools, and a lack of business intelligence has made Greyhound unable to effectively engage, market and serve it’s customers
3. Lack of investment in technology has left Greyhound without the infrastructure to support modern retail expectations
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DIGITAL TRANSFORMATION
CREATING A TEST & LEARN
CULTURE
AGENDA
AGENDA
TURNING DATA & INSIGHTS INTO
ACTION
Digital Transformation In 3 Years!
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ECOMMERCE
Fully redesigned website
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ECOMMERCE
Launch mobile products
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CRM
Enterprise wide CRM solution for Marketing and Customer Service
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CUSTOMER INSIGHTS
Deeper understanding of customers through primary research & database insights
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BUSINESS INTELLIGENCE
Business Intelligence that enables better and faster decisions across the enterprise
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PRICING
New dynamic pricing engine to drive right price, right time
Automatic Competitive Pricing
One-Way Pricing
Real-Time Fares
Trend Based
Forecasting
Yield Manageme
nt Optimizati
on
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SOCIAL
New social media management platform and command center
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DIGITAL TRANSFORMATION
CREATING A TEST & LEARN
CULTURE
AGENDA
AGENDA
TURNING DATA & INSIGHTS INTO
ACTION
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1. Vision and Goals set by C-Suite and agreed to by Board of Directors
2. Re-organization of Commercial and IT teams
3. Elimination of “Not Invented Here Syndrome”
4. Speed rewarded more than precision
CULTURE CHANGE
Digital transformation was enabled by significant culture change across the organization
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ENTREPRENEURIAL ENVIRONMENT
Using our new tools & capability to create an entrepreneurial culture of test, learn & optimize
CRM Testing• Creative, copy and subject lines• Audiences and segments• Frequency, volume, TOD and
DOW• Brand, product and partner
messages• Retail merchandising tactics• Discounts and EDLP
Web & Mobile Testing• Personalization• Email capture and abandon
cart• Design and content• Promotional creative and copy • Partner offers and 3rd party
advertising• Retail merchandising tactics• SEO and destination content
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ENTREPRENEURIAL ENVIRONMENT
Leveraging our new tools and capability to create an entrepreneurial culture of test, learn and optimize
Advertising & Marketing Testing• Social platform, advertising
channel, influencer marketing, online video
• 3rd Party custom segments, lookalike prospect audiences, retargeting
• SEM Tactics brand/non-brand keywords
Business Intelligence • Microsoft Azure & Other Cloud
Platforms• Minimal data cleansing and
orchestration prior to moving into production
• Iterative test and refine process for reporting and dashboards with end users
• Full UAT prior to rolling into
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DIGITAL TRANSFORMATION
CREATING A TEST & LEARN
CULTURE
AGENDA
AGENDA
TURNING DATA & INSIGHTS INTO
ACTION
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CUSTOMER EXPERIENCE
Daily NPS Dashboard
Real-Time Survey Response Push
Monthly CSAT by City
NPS Drivers
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1:1 MARKETING
Contactable Customer Growth
5.7M+185%
Audiences Customer Journey
Creative & Copy
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OPERATIONS
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WHAT’S NEXT
Integrated Journey PersonalizationImproved 1:1 Marketing
Chatbots
A D D I T I O N A L Q U E S T I O N S ?
Darrin Rowe: Director, Customer Insights & [email protected]