Scandinavian Airlines (SAS) improves customer user experience across multiple communication channels through omnichannel campaigns.
Within the scope of digital transformation program at SAS, it aimed to develop and implement a revised CRM strategy aligned with SAS’ business strategy
The new go-to-market strategy is based on three principles - digitalization, service excellence and brand experience.
1. Digitalization will support increased sales and customer experience by driving digital touch point enhancement, personalization, CRM, self-service and automation
2. The focus on Service excellence aimed at better answering up to SAS promise of making customers’ lives easier.
3. The focus on brand experience was to ensure delivering everything they do the SAS way. Make sure the customers (and their friends and family) feel they are travelling with SAS.
A key fundament for the go-to-market strategy is a new, interactive CRM platform based on customer insights.
The key challenges faced by the customer were
a) Fragmented channels - harder to reach customers
b) Information overload
c) The decision to buy is closer to the transaction (less planning)
The solution to the above challenges required omnichannel approach and personalization, which enables -
a) Reach customers in relevant touchpoints
b) Reach customer in a relevant context
c) Relevant message for the customer
d) Multiple communication channels
The business returns being -
a) Increased sales
b) Increased on-boarding
c) Increased customer satisfaction
d) Increased engagement
The digital marketing transformation solution led SAS to transform customer experience -
1. From Silo-based to Omni-channel communication
2. From one-to-many to one-to-one communication
3. Generic offers to personalized offers
4. From communication only to loyalty members to communicate to all
5. Limited data availability to dedicated customer data warehouse
Adobe components and solutions –
a) Adobe Campaign provides a real-time interface for channel offer request. It also provides relevant, personalised communication to customers based on customer insight, campaigns and business rules. Offers are on an individual basis than on a per segment/customer type.
b) Adobe Campaign communicates to customers through digital channels, including SMS and email
c) A web client (“customer look-up”) is used so that non-CRM users can access offers in all physical channels (e.g. customer service)
d) Base data will be provided to Adobe Campaign from Customer Data Warehouse through flat file batch-oriented jobs to ensure data consistency and avoid de-synchronization.
e) Operational/transactional events are sent to Adobe Campaign Message Center from operational systems using a pub/subpatterns.
f) Adobe Campaign provides campaign statistics to Customer Data Warehouse for analytical purposes through batch transfers
g) The Adobe suite uses native integration patterns
a) At SAS, Adobe Target is utilized to personalize content for non-identified users based on their different search behaviours.
b) Adobe Target provides personalization for audiences and also A/B testing and multivariate testing on different SAS websites/domains for identified customers received via Adobe Audience Manager as the shared audience.
c) Key campaigns driven from Adobe Target at SAS are - Abandoned basket, Type of Leisure, Business Search campaign, etc. The search patterns are captured and displayed on subsequent visits by the customer on the website.
d) Strategic control group are driven via Adobe Target to either display personalized or generic content and measure the campaign effectiveness.
Adobe Audience Manager
a) Adobe Audience with Adobe Analytics provides personalisation to non-identified customers using digital channels. The profiling engine identifies customer profiles, performs look-alike modelling and provides appropriate personalisation to SAS website and, where feasible, other channels/platforms. These will create audiences that can be used cross channels
b) The audiences from Adobe Audience Manager are used in SAS in-house channels (email, website) and to target omni-channel campaigns on external media platforms as well. For example, Type of Leisure campaign targets customers on SAS website through Adobe Target and on external media platforms (Facebook, Google) where response metrics are also received and analysed for campaign performance.
a) Adobe Analytics captures the data from dynamic tag manager which further draws data points from Google tag manager.
b) Adobe Analytics captures the 360 degree response from different communication channels
c) Triggers have been setup on Adobe Analytics to perform real time event campaigns or communications via Adobe Campaign.