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Inserting Mobile Into the Customer Journey CUSTOMER EXPERIENCE
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No Brand Loyalty
14% of leisure travelers book with first air brand
10% first hotel brand
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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
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New Customer Journey
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Gartner 2016
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Gartner 2016
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Gartner 2016
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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.
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Where does mobile fit?
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Where does mobile fit?
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App downloads still growing
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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.
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App+ Strategy* Julie Ask, Forrester
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Discover
Gartner 2016
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Discover
70%of Millennials prefer their smartphones for research
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DiscoverMore than 70 percent of mobile ads fail to create a positive user experience
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2017 ADjustmentsFight Ad blocking
Quality over quantity
More Video
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Discover
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Evaluate
Gartner 2016
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Evaluate
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53% of mobile website visitors will leave after 3 secAvg load time 3G
19 secAvg load time 4G
14 sec
AMP to the RESCUE
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Purchase
Gartner 2016
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Purchase
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Purchase
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Onboard
Gartner 2016
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Onboard
20BDaily SMS, MMS
30BWhatsapp messages
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Onboard
Reservation confirmation
Check-‐in using phone
Link to guest rewards/loyalty points
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Share
Gartner 2016
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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
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Gartner 2016
Demonstrate
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Demonstrate
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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