Boxever Impact —ncreased Revenue: Estimated lift of $1 Million incremental revenue in one week —Better customer experience: 60% increase in Net Promoter Score
... because of seamless, personalised customer experiences
Making it easy to fly and easy to buy
BOXEVER CASE STUDY
How companies are reimagining the customer journey
As a low cost carrier, it can be difficult to find a point of differentiation from competitors when price is the first – and often only – deciding factor for consumers. That’s why Viva Aerobus wanted to find a way to deliver a more personal customer experience – based on a thorough understanding of what each customer needs and wants at each moment.
“If you get messages from airlines, they are typically still generic,” explained Aurelius Noell, Director
of eCommerce and Commercial IT, Viva Aerobus. “Even if you are a frequent flier, offers are still not yet truly personal. How can messages be so generic in this day and age, when we have the data we need to personalize? At Viva Aerobus, we wanted to change that.”
WHAT THEY SAID:
“Boxever works with all ofthe systems we already had,pulling data from our website,reservation and other systems.We were able to quickly gainan understanding of who ourcustomers are and what theyare doing – across channels.We then built a predictivemodel to make use of the dataand automatically provide ourcustomers with the right offersat the right times.”— Director of eCommerce and
Commercial IT, Viva Aerobus
Viva Aerobus’ Opportunity:
2
3
BOXEVER CASE STUDY
Boxever customer intelligence cloud allowsViva aerobus to create a never-ending stream of meaningful customer interactionsSo Viva Aerobus began its search for a solution that would take its disparate data (from its website, reservation system, call center and mobile site) and combine it for a single customer view that would allow them to learn about their customers and provide a more personal experience.
The personalisation project had three key objectives:
— Increase conversion to drive revenue Fill seats, sell more ancillaries, and maximize the profit per customer.
— Make booking easier for customers Based on their mantra of “easy to buy, easy to fly”, Viva Aerobus believes that an intuitive, simple experience not only improves customer satisfaction, but also increases conversion.
— Create a next-gen pricing model “Based on our wealth of customer data, we want to learn and understand the amount each customer is willing to pay, and ultimately offer a truly individual price to each customer.”
Viva Aerobus considered developing a solution in-house, but knew it would be costly and time-consuming to involve analysts, engineers and IT to source the databases, house the data and build the personalisation engine necessary to make use of the data (without any guarantee that their solution would be effective). Deploying one of the big-name marketing clouds was another option, but Viva Aerobus was concerned that it would be too generic to address the airline’s key revenue opportunities, such as ancillaries.
The Viva Aerobus team ultimately selected Boxever, as a ready-to-deploy (yet customizable) customer intelligence solution with a proven track record in aviation. Boxever was designed to know how to quickly increase customer acquisition and bookings, and grow incremental revenue through ancillaries.
The solution
4
OPERATIONALDATA
PRODUCTDATA
CUSTOMERDATA
EVERYCUSTOMERJOURNEY
EVERYCHANNEL
ONLINE MOBILE EMAIL ADVERTISING CALL CENTER SOCIAL OTHER
Connecting data from every channel and every source, for every customer journey:
4
Boxever algorithms automatically produce content recommendations, such as:
Making the right offers
Boxever connects all customer data in order to enable true 1:1 personalisation. This results in lower customer acquisition costs, accelerated conversion rates, improved customer engagement and higher lifetime value. Using its artificial intelligence, Boxever acts as the “brain” within Viva Aerobus’ CRM-tech ecosystem, taking in all data about the customer, deciding what should happen next and executing that action through the most appropriate channels − in real time, as it happens.
Boxever integrates data from Viva Aerobus’ web and mobile sites and its Navitaire reservation system, creating a singular, contextual and dynamic view of each customer. In addition to an initial import of 1.8 million historical orders, Boxever connects 58 million events and 250,000 orders per month. Viva Aerobus uses the Boxever customer intelligence cloud with Intelligent Cart Recovery for email, web and mobile site personalisation is a constant journey for Jetstar. The airline had invested in digital platforms for web, mobile, transactional and booking systems, all driven by customer data. Their next step was to build on that strong foundation with a personalisation, recommendation and decisioning engine that would switch the focus from customer data to the customer experience – across all channels.
4
BOXEVER CASE STUDY
5
BOXEVER CASE STUDY BOXEVER CASE STUDY
HISTORICAL ORDERS
EVENTS PER MONTH
1.8mORDERS CREATED
PER MONTH
250,00058m
Boxever processes massive amounts of real-time data from Viva Aerobus’ web and mobile sites and its Navitaire reservation system to understand customer behavior and drive conversion.
Big scale data
5
BOXEVER CASE STUDY
6
Millions in estimated annual revenue, increased sales per customer and higher NPS as a result of personalized customer experiences that make it easy to buy.
Millions in annual revenue and the right offers, to the right customers, at the right times
The results
“We have been incrediblyimpressed by Boxever’sspeed in moving our projectfrom execution to delivery,with remarkable results inonly a matter of months.Thanks to Boxever, we cannow offer our customerseven more personalizedinteractions, which havealready resulted in asignificant revenue uplift.”“
“
7
BOXEVER CASE STUDY
Over the course of six months, the Boxever team deployed six applications that allowed Viva Aerobus to improve personalisation and capture and respond to realtime behavioral changes. Viva Aerobus recovered its Boxever investment in the first six weeks, accrued nearly $1 million in incremental revenue based on one week’s performance, and increased its Net Promoter Score by 60% as a result of the apps:
Results:how we add value iteratively
Through customized urgency messages, Viva Aerobus has been able to encourage web visitors to act quickly and increase sales. On-screen notifications, such as how many others are viewing the same flight, number of available seats, and when the flight was last booked, have increased conversion.
Using Boxever’s Intelligent Cart Recovery, Viva Aerobus is able to instantly communicate with customers who have abandoned products in their online shopping cart with highly personalized emails. Boxever algorithms automatically produce imagery and content recommendations to match customer behavior and context, such as: — You were interested in X flight but didn’t
complete your booking.
— The flight you were reviewing is leaving in Y (number) of weeks, so book now.
— The flight you were looking at last month is leaving in a few days, but there is still room, so book today.
— There are no seats left on your desired flight, but there is availability on that route, etc.
Recovering the revenue left in the cart
Through targeted email campaigns, Boxever identifies and segments customers and automatically customizes offers focused on: — Ancillary upsell: Viva Aerobus encourages
customers who have booked a flight to purchase baggage in advance, so they can save time and money before they get to the gate.
— Cash payment: “This payment option is huge in the Mexican market; it accounts for 30% of our transactions. With Boxever, we are able to automatically send cash payment customers an email that reminds them to pay in 24 hours to avoid cancellation, shows their nearest store and also provides other payment options if they would like to change. It’s a win-win for everyone.Our airline receives cash payment for more bookings and customers don’t have to do any work to find out where the store is, or they can easily switch payment to credit card if they are not near a store.”
— Failed payment: When visitors experience a failed attempt at payment, Viva Aerobus is able to retarget them with an email including a full range of other options, such as putting the reservation on hold until the payment issues have been sorted out.
Email Campaigns
Moving customers to action
8
Two key elements shaped Viva Aerobus’ value from Boxever and continue to drive its future personalisation strategy:
The importance of data integration: Every little bit of customer intelligence – at every point in their journey – makes a difference in rounding out the picture and predictability of their next actions. Boxever provides a real-time data store to amass data about every purchase, event, click, search term, device and interaction. “Next, we plan to use this data about our customers, in the various channels they interact with us, for the various products they buy from us – to determine a truly individual price for each booking for each customer.”
Continuous improvement of the customer experience: Before Viva Aerobus was able to improve the customer experience, they needed to understand it in its entirety – from research to booking to flight and beyond. Based on the data from every part of the customer journey, Viva Aerobus is providing a customer experience beyond basic personalisation. “There are endless possibilities of ways to improve interaction, personalisation and customer satisfaction with Boxever. For example, we are working on offering customers, who are on their way to the airport but have not purchased an express check-in, the opportunity to do so via mobile device and avoid busy check-in times like Friday afternoons. This is a great example of a customer receiving the right offer at the right time via the right channel,” said Viva Aerobus.
The data-driven journey to personalisation
Lessons learned & best practices:
8 8
BOXEVER CASE STUDY
9
BOXEVER CASE STUDY
Dusanienietus et audae. Uciduntium quae namus a dis aut latis de eatur molorpos restint qui dolorem fugitiatem fugit as et ea alit lab iur?
Dist, que cum ut lautem rem duci dolorun toriaest voluptatur?
Poratquas aliquam et quidestio. Maionsequam, optatum nus, apiciis ex estotatiis ea ium dolorundeles que sunt ut audae nulpa quunt quissit elestem fuga. Solor aspis dolorum undebita dolores sedit, untotatem ipsuntur sim utetur ata nus reria pera ventia cone quatur, sed quam velestis mosapitium debitiae que optaestem eosam as ea coresec totatur, od quibus, etur? Quiassunt hicab illab ipsaepuditas reculpa rchiciis dollore nest, coris dolorro rerferf erspeliquam que ra ipissuntori aligent.
Equid quuntis as et fuga. Nam a solorio rissequam et vel eseribus quaturepudit vente provitia volut et odipiet eum alibus idessim alique repelit, nonecto repellam fugit quo et optam quis ape conestem et et accus, idit deria volectu reiusam vendaeribus abore cus, occullo ratiostotam, odicitis et quia is vid que reicae nullor rerum, int hil ma dolupta turibus dolore voluptas mos mi, seque re, conse nullanistis eos et imusto voluptatur sequam doluptat.
Aceperuptat voluptas arcius aditibus, tem estin rem nonsequi bearum ut lacipis et dolorem volorun duciunt quiae perita quo cum exero exerem soluptatiunt endia nam, nimaio miliatu struptaest, sitibus ciatis est peri re cus eum nosani ad molupid magnataepra suntium rem asi ilibus acipsam utem litiatusanis atiam quodigendit pro eictum ipiderc iiscipsusdam volupta voluptas nonsent iorrovit officiis qui consequi aut re, quatqui conse officim oluptibus mos modi solentiunt rempor re laccum et
eatquia duntia volecte liquis sundend animusdae cum non nulleca borrum ni odipsa ad quidus minusda dolest, volecest in cus sam eatum ratis quiam et apit latenti orecepe rferovidi aut quam quamusam ea conectorecum cus con etum quam facest, verorum sunt, ad ut eum nis re moluptatus, conserrum et excerundessi od ma simi, oditia nulloris doloresequo beat.
Et fugit fugianto dolore, cor accuptat ab il maiossimus, earcipsa dello molupta vollese ratium fuga. Itatur sam con rehent, ne cus ut ullorepudis dio quas reptasperit quati anis et estorent enimi, nihitium alis cullandi corestia con repudam quatus voloritam repudia venti aut elestist, omnis ium dis rerspe pore nuscide mporemquas ea non pe nis nectatem fugiatu stiuntiaspis ma ipsant por am enditib usander spidest fugit viderro rporehe nimagnate volorest ut explaci isitatis et aut re, quiantium eveliquas eat volum expedit omnimenis re ilibeat ureped escipsa piendem porrore mporro verspeliquae et doluptas eumque expelec tatecae. Fugiae parchit inimus re et aspicto verore volorest, officiet odit fugit quis non nobite poribus aspelic idustis eium intur re quibus, sus earum es quostor solorum et quas excepudani dolorrovid mil explitibus.
Olore corporpor asperunt.
Edipsani quiat. Eruptam fugiam numquam, sit ellibusam, venis modit ut untiumque nonectiae es doloribust, imin pre etur sunt mos moluptatem que voloriosam fugitatate aut utem la inciatur? Mincim ium lignissus.
Obis volluptate nonseribus alis et eum est fuga. Aborem doluptio omnimincit inis del im quis ut volo verum eos nonsequ aercimus aborrovit, qui intiur?
Agnimolu ptaturio. Nam rectiscipsum ium et
Ur? Estiant aut
Boxever is the Customer Intelligence Cloud for marketers.
It connects all of your customer, product and operational data, putting your customer at the center of your business and enabling true 1:1 personalisation on a level you’ve never seen before. This results in lower acquisition costs, accelerated conversion rates, improved customer engagement and higher lifetime value. Using artificial intelligence, it acts as the “brain” within your CRM-tech ecosystem, taking in all data about the customer - including behavioural and transactional - deciding what should happen next and executing that action through the most appropriate channels - in real time, as it happens.
