4 1.15-1.35 darrin rowe - eyefortravel · 2018-03-21 · advertising & marketing testing •...

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

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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

18

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 & LoyaltyDarrin.Rowe@greyhound.com