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    cryptobengsg
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    The document outlines various customer touchpoints in an online booking funnel and identifies opportunities to optimize the customer experience at each touchpoint, such as experimenting with call-to-action placements and flight search designs on the homepage. It also discusses how marketing automation can be used to build customer loyalty through personalized pre-trip, during trip, and post-trip communications. Finally, it notes that customers want unique experiences obtainable only through data collection and personalized recommendations based on past travel preferences.

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    The document outlines various customer touchpoints in an online booking funnel and identifies opportunities to optimize the customer experience at each touchpoint, such as experimenting with call-to-action placements and flight search designs on the homepage. It also discusses how marketing automation can be used to build customer loyalty through personalized pre-trip, during trip, and post-trip communications. Finally, it notes that customers want unique experiences obtainable only through data collection and personalized recommendations based on past travel preferences.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    2 views3 pages

    Usecase Sample

    Uploaded by

    cryptobengsg
    The document outlines various customer touchpoints in an online booking funnel and identifies opportunities to optimize the customer experience at each touchpoint, such as experimenting with call-to-action placements and flight search designs on the homepage. It also discusses how marketing automation can be used to build customer loyalty through personalized pre-trip, during trip, and post-trip communications. Finally, it notes that customers want unique experiences obtainable only through data collection and personalized recommendations based on past travel preferences.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 3

    Online booking funnel

    Define customer touchpoints and identify optimization opportunities

    Customer touchpoint Optimization opportunity

    Awareness Visit website


    • Experiment with online booking CTA placement on various pages
    • Prepopulate values in flight search on homepage
    Start online booking • Experiment tile design and layout
    • Flight search on homepage • Merge “Travel Deals” with homepage
    Consideration • “Special deals” tiles on homepage
    • “Travel Deals” page
    • Experiment with ancillary service presentment
    Complete Step1 (flights) • Embed “See whole month” function into Step1 (flights) page
    • Select depart & return flight/s
    Intent • Select ancillary services
    • Click “See whole month”
    • Streamline Step2-4 to minimize drop-off
    • Experiment with layout to improve take-up rate of ancillary services
    Complete Step4 (Add-ons)
    Evaluation • Complete Step2 (About you)
    • Complete Step3 (Seat)

    • Experiment with ancillary service presentment and selection


    • Remove duplicate “Residency”
    Complete online booking
    Purchase • Step5 (Pay)
    • Make payment successfully
    Marketing automation
    Build customer loyalty, encourage repeat business, reduce acquisition cost

    Booked a X months
    Pre-trip During trip Post-trip
    flight later…

    • Travel itinerary • Money-changing reminder • Daily weather forecast and • Follow-up survey on trip & • Memory of previous trip
    and options activity recommendation flight satisfaction
    • Destination-related content • Content related to previous
    • Destination-related content • Destination-related news • Voucher for next trip in trip destination
    and news exchange for vacation
    • Gift recommendation photos • Recommend new location
    • Standard packing list similar to previous trip
    destination
    • Weather forecast

    • T-7days reminder
    Experience economy
    Customer wants unique and personalized experience, obtainable only through data

    Booked a X months
    Pre-trip During trip Post-trip
    flight later…

    • Travel itinerary • Money-changing reminder • Daily weather forecast and • Follow-up survey on trip & • Memory of previous trip
    and options activity recommendation flight satisfaction
    • Destination-related content • Content related to previous
    • Destination-related content • Destination-related news • Voucher for next trip in trip destination
    and news exchange for vacation
    • Gift recommendation photos • Recommend new location
    • Standard packing list similar to previous trip
    destination
    • Weather forecast

    • T-7days reminder

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