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Holistic approach toDigital Transformation

29th NOVEMBER 2017

Eye for Travel, Amsterdam

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1.

COMMUNICATE

VISION

2.

ESTABLISH

FOUNDATIONS

3.

EXECUTE &

OPTIMISE

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1

SET THE VISION

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Link

VISIONKNOW THE CUSTOMER

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6

VISIONPUT IT IN CONTEXT

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VISIONDEFINE THE PURPOSE

Vision

Purpose

The vision of the CTO group is to improve sales of Contiki trips through digital innovation

Responsibilities

• Drive strategic technology decisions that align with business imperatives• Ensure technology decisions generate the highest level of business value• Maintain a high level of understanding of emerging and potentially disruptive technologies• Leverage technology to enable the business to maintain, or increase, market position and

leadership

• Translate business strategy into technology strategy• Develop and maintain technology direction• Manage and develop IT-business relationship• Drive smarter technology investments for Contiki• Create a culture of innovation that synchronises with business requirements• Identify advanced technologies that are threats to, or opportunities for Contiki

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VISION SELECT FOCUS AREAS

FOCUS

• Overhaul B2B platform

• Extend B2C platform

• Automate

• Leverage data

• Personalise

Working backwards from current state Identifying areas of opportunity

ü Engagement ü Efficiencyü Conversion

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VISION DEVELOP A HIGH LEVEL ROADMAP

Nov

Stabilise&ImproveDefine Transform&InnovatePhase

Platform stabilisedNew structure and processes

rolled out

Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov

Operating Model Defined

OperatingModel

• Strategy • Ways of working• Responsibilities• Functional architecture• Team structure• Tech landscape• Key partnerships• Communication

PlatformStabilisation

ProcessImprovement

• Defect resolution• Ticketing• Communication• Content updates

TransformationPhase2

TransformationPhase1

• Large, significant initiatives

• Large, significant initiatives

• On-going innovation cycles

1 2 3

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2

ESTABLISH FOUNDATIONS

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FOUNDATIONSBUILD RELATIONSHIPS

3.PerformanceMarketing

7.Infrastructure

8.GlobalContikiTeamandRegions

2.Governance

9.GroupIT

10.Partners

1.Digital&TechnologyStrategy

8a.Sales

8c.Operations

8b.Marketing

8d.Custmrservice

8e.ContactCentres

4.E-commerce

5.DigitalTechnology

6.OperationsTechnology

8f.Finance

1b.Roadmap 1c.Performance 1d.Innovation 1e.Relationships1a.Vision&Strategy

2b.Process 2c.ContinousImprovement2a.People&Culture

3b.SEO 3c.Affiliates3a.PaidSearch

2b.Email 2c.ContentManagement4a.Merchandising

5b.Design 5c.Development 5d.QA/Testing 5e.Support5a.Architecture

7b.Hosting 7c.Support7a.Strategy

10b.PerformanceManagement

10c.Commercialmanagement

10a.RelationshipManagement 10d.SourcingStrategy 10d.Location

approach

9a.Appdev

9c.Infrastructr

9b.Businessanalysis

9d.ProgMgmnt

9f.Productsupport

6b.Deployment 7c.Support6a.Sourcing

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FOUNDATIONS FIX THE BASICS

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FOUNDATIONS PRIORITISE…AND THEN PRIORITISE AGAIN

PRIORITISATION CRITERIA

We’ve prioritised all enhancements based on business criticality and technical complexity and are executing on that

1. Revenue/PAX impact i.e. perceived incremental revenue through the

new feature

2. Timing of impact i.e. when will we see the impact of the feature,

short, medium or long term

3. Regional vs global applicabilityi.e. is the feature relevant to some markets only

or will all regions benefit from it

4. Dependencies on 3rd partiesAt times we are dependent on TTC or other

external agencies being ready to deploy

5. Dependency on Rails migrationSome features must be migrated to Sitecore

from Rails by Feb 2018

6. Practicality of implementation

High Priority

Medium Priority

Lower Priority

H

M

L

H1

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20

17

24 Immediate and highest commercial impact; top of the roadmap

Reasonable and direct commercial impact

Limited commercial impact

High commercial impact; applicable to all regions

Highest PriorityList of 120 enhancem

ents

1 2 3 PRIORITISED LIST

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FOUNDATIONS FOCUS ON EFFICIENCY

1. Regional representative with endorsement from their MD

2. Global teams –marketing, web dev, performance, e-commerce, email, content, campaigns, ops

3. Wider TTC4. Partners

• Clear description of what’s required

• Business benefit / business case for larger requests

• Applicability –regional or global

• Perceived urgency and rationale

• As needed• Cut off to assess

new requests would be Friday of each week

• Through Zendesk –New Enhancement Request

Preliminary analysis

New enhancement

request

Who What’s required When & How Output

Business prioritisation

Deployment prioritisation

Share updated roadmap

• New request submitted through Zendesk with sufficient information on request and business benefit

• Efficient process detailing activities, responsibilities and with a 1 week (request to roadmap) SLA

• Ability to better manage ever growing list of enhancements for dev team

• Opportunity for regions to provide business rationale/case upfront

• Empowerment to POs to understand requirements and communicate back to regions where relevant

• Ability to overlap deployment considerations on business priorities

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3

EXECUTE &

OPTIMISE

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EXECUTEFLESH OUT THE ROADMAP

2016 2017 2018Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun

Mailman (Email project)

Operating Model, Strategy, Focus, global-regional collaboration

B2C platform Stabilisation

Cocoon (New B2B platform)

Structure & Process Reengineering

B2C High Value Features (20 revenue impacting features incl search, Uniworld, speed)

Athena (E-commerce project)

Personalisation – Define and implement

Define Stabilise & Improve Transform & Innovate

StructuralchangeDevelopmentheavyDigitalheavyCross– platform

Analytics – ongoing improvement to analytics (web, performance, merchandising, operations)

Governance and KPIs

Planning and ongoing Project Management

B2C Platform enhancements

SEO Project

Email A/B HomeP

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Ongoingstakeholdermanagement,changemanagementandcommunicationsChange&Comms Plan

DetailDesign

EXECUTE BE HOLISTIC

Aug - Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb

Change&Comms

ProjectMgmnt&Governance

HighLevelDesign

Development&QA– Phase1 Development&QA– Phase2

ContentMigration Switch off Rails

Phase 1 Phase 2

Design

Development&QA

ChangeStrategy

Mar Apr May

Stabilisation & Support

Ongoingmanagementofscope,resourcing,commercials,businessbenefits

ContentMigration

The current approach works well from a functionality perspective but the go-live overlaps with peak selling period for Australia. Our option is to combine Phases 1 & 2 for all regions although this would mean supporting Rails for longer.

We are here 2018

Decision on phased rollout

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EXECUTE LINK PROJECTS WITH VISION

SMARTER PROMOTIONS

Contiki Ecommerce Strategy

INCREASED PERSONALISATION

• We have a significant opportunity to increase conversion and make more money through better ecommerce

• In line with our objectives and current challenges, Project Athena is being launched with a view to

• Improve our conversion rate by X% • Increase Online Direct PAX by Y% • Increase assisted Direct PAX by Z%

• We propose key initiatives over the next 6 months• User testing to lift conversion• Increase revenue from high demand trips• Coherent user experience across channels• Use UGC & reviews to lift conversion• Search algorithm

UGC & REVIEWS UTILISATION

GLOBAL-LOCAL PLATFORM ALIGNMENT

CONSISTENT CONTENT ACROSS CHANNELS

Effe

ctiv

enes

sEf

ficie

ncy

SEAMLESS SEARCH

IMPROVED TESTING

DIGITAL OPERATING MODEL

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EXECUTE REACH OUTSIDE IMMEDIATE TEAM

• Our Email program is running well and there are additional opportunities to drive data driven email decisions and inefficiency in email build

• We aim to create a unified email strategy for Contiki.• Be business outcome focussed• Drive execution of email strategy for all regions • Collaborate and support key regions to execute on regional

email plan• Share Email leading practice with regions; be seen as a Centre

of Excellence (CoE)

• We have launched Project Mailman to • Increase email effectiveness through better segmentation,

performance measurement and improvement.• Increase email efficiency through automated sends,

improved tools, consistent look and feel.

IMPROVED SEGMENTATION

INCREASED SUBSCIBERS

EMAILPERSONALISATION

IMPROVE INSIGHT

TECHNOLOGY PLATFORMS ALIGNMENT

MARKETING CLOUD UTILISATION

Contiki Email Strategy

DIGITAL OPERATING MODEL

Effe

ctiv

enes

sEf

ficie

ncy

CONSISTENT LOOK AND FEEL

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EXECUTE DON’T FORGET THE CUSTOMER

High leveldesign

Agentsuser testing

Marketing framework design

Designhandover to developers

SSO Design Round 2 user testing and remainingUI / UX

RESEARCH & HIGH LEVEL DESIGN

GAP ANALYSIS & UX TESTING

DETAILED DESIGN & UX TESTING

FINISHEDFEBRUARY

FINISHEDMAY

UX research & requirementsgathering

Marketing page design & region training

FINISHEDSEPTEMBER

FINISHEDJULY

FINISHEDDECEMBER

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EXECUTE OVER COMMUNICATE

Monthly• Yammer [weekly] – key

progress and plan for next week (from exec summary)

• GMB [Weekly] – same as Yammer

• Champions [biWeekly –actual call including a demo

• Execs [monthly] –summarised monthly update

• Execs and key team members [early August, October, November] –global call

Sun Mon Tue Wed Thu Fri Sat

01 02 03 04 05 06 07

08 09 10 11 12 13 14

15 16 17 18 19 20 21

22 23 24 25 26 27 28

29 30 31 01 040302Yammer

Yammer

Yammer

Yammer

ExecsGMB

GMB

GMB

GMB

Champions

Champions

ü

ü

ü

ü

ü ü

ü

ü

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EXECUTE GOVERNANCE

Project Cocoon will deliver the new agent website in two phases with the first phase going live on 13th November (for UK and US markets) and the second phase in March 2018 (with extended functionality and the rest of markets). Phase 1 is split in 14 x 2 week sprints with work effort across design, technology, content migration and change and comms. The overall status of the project is Green with no significant risks or issues at this stage.

Project Summary

Work-stream Last Week – key activities Next week – planned activities Status Key Issues/Risks/Considerations

Design

• Gap analysis on high level designs complete• User testing with UK, SA, Aus being

undertaken• Global frame asset preparation

• Engage Rhythm for follow up work• User feedback analysis. Component

audit and design.• HTML/CSS Framework

● • No capacity this week due to Easy Pace – using Sam and engaging Rythm

Technology(Architecture, development and QA)

• Architecture training and setting up sitecoreinstance to start dev on local machines

• Focus is on architecture across front end and back end

• Sprint 1 underway

• User feedback analysis. Component audit and design. ● • Initial architectural investigation

uncovering more work (Sitecore8.2); being closely monitored

Content • Commence audit of regional pages that may have to migrated • Regional audit to be continued ● • None

Change, communication and training

• MD comms sent and Yammer update• Regional champions being identified

• Finalise regional champions• User testing feedback to be

communicated ● • None

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OPTIMISEUSE YOUR TEAM WISELY

Contiki.com

On-goingdefects(10%)Ongoingconsumer+agent

SEOMigrationProject(25%)tillApr2018

Cocoon(50%)tillMay2018

Allotherenhancements(15%)tillMay2018,50%postMay2018

• New product launches • Personalisation • Search improvements• Trip page improvements• A/B testing• New payment solutions• Virtual agents• Map improvements

+ 110 more enhancements

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OPTIMISE STEP UP CAPABILITY ASAP

Website Area,

e.g. trip page

Business Requirements

(regional/external)

Heatmapping

User Research

DesignA/B TestingTesting,

Monitoring& Feedback

BuildBusiness

Priority, eg. conversion

Improved process Improved process

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OPTIMISE REMEMBER THE GOAL – AUTOMATION AND PERSONALISATION

Email #1‘You signed up!’

Email #2‘Explore ‘Contiki’

Email #3‘Find your perfect trip’

All users who sign up for the newsletter

Immediately 3 days 5 days

1 2 3

Current action

Future Journey

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OPTIMISE SEEK FURTHER OPPORTUNITIES

• Opportunities to improve acquisition, upsell and cancellation rates

• A/B testing of email content and promotions

• Integration with MTS, CTQ and Res processes

• Granular segmentation based on multiple criteria e.g. region, travel preferences, loyalty etc.

• Personalised emails leading to improved conversion

IMMEDIATE OPPORTUNITIES

Example journey

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THANKYOU