2022 Gold Customer Journey

Agency: Braze

Client: TUI

Campaign Name: Supercharging the customer journey with real-time mobile content

Campaign Overview

The travel giant wanted to transform its app to create a cutting-edge mobile experience and keep customers connected throughout their holiday.

Strategy

Metrics revealed the customer cost per acquisition for TUI’s app was 40% lower than for other channels. Growing app engagement was therefore a strategic imperative. But email still accounted for 95% of customer comms, with high latency. TUI wanted to create a connected mobile experience across the holiday journey with engaging real-time content.

After booking, customers could consult the app as a travel companion throughout their holiday to guide their activity, choose other products such as excursions, and contact reps and customer service.

TUI wanted an app platform that could responded to customers in context with their in-the-moment needs and location, to further enrich their experience and engage them in their channel of choice.

Drawing on app feedback, and analysis of behavioural and historical booking data, the customer journey was mapped out with stakeholders from across the business. The updated customer experience replicated the ‘always-on' engagement and support for customers provided by TUI’s human channels.

Creativity

The team designed new real-time app features and an integrated suite of sales and service prompts for each holiday journey phase. Leveraging real-time personalisation, AI and geo-location across multiple mobile channels ensured messages were relevant to indicated or predicted needs at each phase for maximum impact.

A total of 15 cutting-edge app features were created and integrated with 40 always-on mobile messages. These used app push, web push, in-app messages, real-time personalisation, geo-location-based tracking and AI ,for a combination of sales and service prompts.

The approach provided a seamless experience between the messages and app at each journey phase.

Results

The new content and mobile contact strategies supercharged TUI’s mobile app performance:

• 78% increase in proportion of all holidays booked on the app
• 205% increase in ancillaries - e.g. airport parking, insurance - purchased on the app
• 118% increase in customers who book a holiday with TUI and use the mobile app
• 34% increase in proportion of app users opted-in to mobile comms
• 23% of CRM programme volume is now mobile compared to 0% before
• Conversion rates over 10%
• Open rates over 46%

The Team

TUI - Michael Bowler, Global Head of CRM Marketing & CRM Capability - Michael Bate, Senior Digital Product Manager - Daniel Ridler, Digital Product Owner - Joba Fakile, Digital Product Owner - Duygu Turkses, Digital Product Owner - Kimberly Busuttil, Digital Project Manager - Pooja Mittal, Senior Business Analyst - Aimee Thompson, Senior Business Analyst - Simon Bostock, Senior Customer Data Manager - Derek Cowan, Data Analyst - Richard Adjaye, Data Analyst - Jon Buckley, Campaign Operations and Optimisations Manager - Gemma White, CRM Designer - Rob Gilsenan, Senior Campaign Automation Specialist - Ollie Haigh Senior, Campaign Automation Specialist - Colin Thomas, Braze Technology Team Lead - Lee Williams, Braze Engineer - Patrick Laurance, Braze Engineer - Josh Baxter Senior Product Manager - Marjolein Kleiberg Head of CRM Centre of Excellence - Hayley Dumpleton Senior CRM Manager - Teuntje Van Der Aalst Senior CRM Manager - Daniel Caroli Senior CRM Manager - Jemma Edie Senior CRM Manager - Luna Kers Senior CRM Manager - Alejandro Bertello CRM Manager - Miriam Conijn CRM Manager - Krishna Kataria CRM Manager - Steve Gardner Campaign Planning Manager - Lisa Small Content Editor - Jack Dennison Automation Specialist - Sau Yee Lee, Automation Specialist - Jenessa Shah, Automation Specialist - Malgorzata Morzevic, Automation Specialist - Jeremy Gidley, Group Director of CRM - Sarah Andrews, Senior CRM Manager - Simon Baines, Head of CRM (UK) - Annemarie Van Hecke, Head of CRM (BENE) - Barbara di Domenico, Head of CRM (ND) - Christianne Klarmann, Customer Insights & Experience Lead

Braze - Divya Devaraj, Braze Engineer - Kammi Hackett-Bunker, Strategic Success Manager - James Manderson, SVP Global Customer Success - William Forbes, Senior Manager, Enterprise Customer Success - Jack Lerigo, Principal Solutions Architect, Enterprise - Mark Von Linstow, Senior Manager, Technical Support - Mo Akhoundzadeh, Manager, Solutions Architect, EMEA - Aaron Galliner, Account Executive - Carola Steinborn, Sales Director - Gareth Ballard, VP, Global Partnerships - Rod Aimes, Account Executive

Musement - Lucia Mcdonald, Head of Customer Marketing - Greta Furia, CRM Campaign Planner