tdi symposium 2016
TRANSCRIPT
KYC in the digital world.How to set-up within an omnichannel strategy?
Hello!I am Boy MartinFront-End developer at Thomas Cook Belgium
Part of the optimisation team.
➜ 4 years at Thomas Cook Belgium➜ Part of the ecommerce
optimisation team➜ Digital business-unit yet close to
client
About me
➜ Perfectly possible to KYC without privacy issues
➜ Try to decrease the difference between the analog 0’s and 1’s to the digital road.
My vision on KYC & digital
How to setup in an omnichannel strategy?
KYC IN THE DIGITAL WORLD
WHY IS ITIMPORTANT?
“It’s the art of personalizing your customers journey with data you received from a security perspective.”
Knowing your customers is important for both the customer as the company.
KYCONLINE
Expected by Gartner, 2015
Knowing Your Customer - Online
Online account
➜ Viewed items➜ Status of
purchased items
Problem?
➜ Other mainbooker = new profile
➜ No history is available even though frequent traveller
➜ Identity is based on non-verified user-data.
Mydigipass
➜ No more typo’s
➜ No longer duplicated records
➜ No long sign-up forms
➜ Verified identity
➜ More info then before
KYCOFFLINE
Knowing Your Customer - Offline
Personal
➜ Traveladvisor sees actual person
➜ Clients want to book at the same person every year
Upselling & steering
➜ Steering to commercial prio’s
➜ Upsell is easier face2face
Problem?
➜ If this user books via the site the personal recom. are lost
➜ Website recognizes this person as new visitor
➜ Hard to provide personal touch online
Knowing Your Customer - Online and offline
One account
➜ Registration in shop or online
➜ Same possibilities in shop as online
➜ Shared data offline & online
Problem?
➜ None
Mydigipass?
➜ Unique identifier
➜ Possible across different brands
➜ Verified identity
I KNOW MY CUSTOMERS,
WHAT’S NEXT?
I know my customers. What’s next?
OPTIMIZE
SEGMENTIZE
PERSONALIZE
Examples of optimize/segmentize/personalize
Offline payment
➜ A customer is able to book his holiday online and pay in a travel agency
Insurance selling
➜ Tone of voice & content was updated according to partysize (segment)
Personalize example
➜ Encouraging messages during checkout (linked to reason customers left on each step of journey)
Common pitfalls
Privacy
➜ It’s extremely important to respect the client’s privacy.
➜ Optimizing with data is not selling based on data
Client is in control
➜ Speak transparent about using the clients’ data. Tell him where you use it for and let him opt-out if wished.
Too small segments
➜ Taking too small samples
➜ Keep in mind current conditions (crash, weather, ..)
