Ursula Silling - Worldtek Travel

Transcription

Selling Levis to Airline
Customers
10 tips how to support the CEO
agenda
08December2010, Ursula Silling
1
Wednesday 8 December 2010
Agenda
Understanding your customer
What to sell
When to sell
Technology is king?
US, 28/10/2010, www.xxlsolutions.us
2
1. Understanding your customer
Start with yourself and your peers
When did you last buy something you had
not intended? Or vice versa?
The tie in addition to the suite because
the shop assistant made a difference...
The fruits on the market because they
were displayed so invitingly
The menu at McDonald’s because the
offer was so good
3 for 2 at Boots
The chocolates for your friend because
the cashier at the cash desk asked
The additional book because of the
great Amazon proposal ...
3
Convenience
you commute during the week and do not
want to lose much time to do your
shopping
you know the shops will be closed or you
will be too tired to do the shopping when
you return from your flight
you want to benefit from the duty free
prices but you don’t want to carry the
perfume during all the journey
you forgot your travel adaptor at home
you can order via your mobile and get the
items delivered at your prefered time for a
small additional rate
Amazon one click purchase
4
The key moment of truth
bus / transfers to/from the
airport or parking get a
major concern the closer you
get to departure
or whether you could have a
seat with more legroom
...as does the question about
where to stay, where to eat
and what to see
or what the background of
your destination is
you arrive early at the airport
and would like to relax in the
lounge
...or still use the hairdresser for
whom you never find the time?
5
The right offer and the right price
BA offers a mobile phone with
double sms / triband / working
globally for any network in their
on board shop - for only GBP69
Apple offer the support plan with
their PC - ongoing free lessons
and opportunities for one2ones for a very reasonable rate
The iPad experience
Tesco’s club card
Meals for kids with a toy as an
add on
pre theatre prices or rush lunches
6
The right offer and the right price (2)
bundling product families can add significant revenue but don’t let it just be fare families - bundle according to
customer segmentation and associated value
a simple understanding is
crucial!
attractive presentation of
the benefits
reasonable fare
steps are critical for
success
7
The right offer and the right price (3)
8
Alignment with CI and strategy
a five star hotel charging extra for wifi
and breakfast?
24 hour concierge service for a full
frills airline passengers against a fee
avoid the queues and book your
museum entries in advance - for the
“time is money” customers
example MUC airport: pick up your
coat at the airport on your return - you
do not need it in the Caribbean convenience for your leisure customers
is 17EUR per extra kg luggage credible
for an airline trying to build trust with
their customers?
9
CI - The customer service equation
charge at every touch point value based - win*win
no frills at all
high customer service positioning
boarding pass print at the airport
hand in your cleaning
strict luggage rules by the kg
reserve your nanny; porter service for your luggage
payment fees
pick up your preferred newspaper before the flight
everything non self service
time is money
even base insurance for car rental
the toilet on board?
comfort/concierge services
fast lane; pre-book taxi, museum and restaurant
the “WOW”
hotel offer according to length of stay
fancy luggage collection, ...
voucher+self service choice for irregularities
10
Managing Expectations
issue
understanding your customer
you want to introduce catering for
sales but your customers are used
to free food on board
•ensure your value proposition will be better than before
•ensure fair prices
•communicate - better too much than too little, using all
touch points
•ensure to get staff buy in
•if you position yourself as a customer service oriented
you introduced luggage fees but
airline, then one way to solve this is to introduce
customers feel cheated if they have internal and external luggage limits
•but ensure you communicate it positively if you allow
to pay for one kg above the limit
one kg extra for free
•include insurance in the booking stream
you want to increase conversion for •align offer with your fare rules - no general one
your insurance without cheating the •rather than having it clicked as a default (attention:
often even not legally allowed) as the question again if
the customer is aware of risks
customer
you want to increase self servicing
to improve your cost position but
you do not want to force your
customer by charging for non self
services
•set targets internally about self service share to focus
all departments on delivery
•make self service attractive for the customer:
• simple - easy to find; one click philosophy
• choice - print, email, pdf, mobile ...
• incentivise - cheaper luggage fees / upgrade etc.
• attractive offers, personalised
11
The key moment of truth
Do not forget customer satisfaction
12
Agenda
dfdafdTitle Text
Agenda
What to sell
When to sell
Technology is king?
13
What to sell
Think through carefully what “home made” services to
sell - it is easy to destroy client trust if not thought
through strategically
Hotels and car rental online bookings are expected to
grow further
14
What to sell
Turning an add on
into an oportunity in
line with business
strategy...
15
What to sell Don’t miss any
opportunity
but rather turn
problems into
opportunities:
security issues
= opportunity to
sell and even to
create “Wow”
16
The Hilton Opportunity...
17
...Hilton creativity, creating a win win
18
And what about the pillows...
19
What to sell - Think out of the box
20
21
Ensure you keep
what you promise!
There is an
opportunity even for
high quality, high
price products - with
the right customer
proposition
22
Keep your promise
- customer care
it is not enough to
pretend you are
customer oriented
or to offer e.g.
baggage drop off
FULFILMENT is
crucial!
23
What to sell - Technology to
differentiate
24
What to sell - Brand Value by building
on trends
25
If it was easy to integrate
What to sell
– why not sell suitcases
– other travel items such as travel adaptors
– the cushion and the blanket on board as a comfort
package
– the “airport shop” and prefered toiletries on arrival
– the flowers you want to hand over at arrival
– the “rush” lunch...
– fashion - but in line with your positioning
– pharmacy items
– google ebooks, gadgets
– and more... creating win - win
Amazon started with books and now sells a whole range of products
Tchibo started with coffee and now earn a large share of revenue with sales of
other products - even travel
Apple - the combination of technology, design, entertainment and support
26
What/How NOT to sell
the same to everybody
if you have booked a dayreturn, you do not want to
receive a hotel offer but you would appreciate airport
transfer, lounge, fast track, food on board ... and your
pair of Levis?
if you booked a seat in the front rows last time, you
would want it to be offered to you automatically next
time
avoid information overkill
avoid several “unclicks” and frightening the customer
27
Top revenue generators - top service
+/cost- or neutral generators
top revenue earners
top win - win
luggage
service fees (booking fees, credit
card fees)
advertising on online/mobile
boarding pass - = cost saving +
customer service + ancillary
revenue
advertising on other travel
documents and on homepage - as
above
seat reservation, upgrades, upsell
extra products / information /
service adding benefit
insurance, hotel and car rental
pick up of paper/journal before
the flight; leave your coat...
dynamic packaging
the luggage collection and more
28
Agenda
What to sell
When to sell
Technology is king?
29
When to sell and how to
communicate
All customer communication
touch points are an opportunity
– for product messages
– for advertising of ancillary services and
simple other ads
Timing - before,during and
after the trip - and customer
profile adjusted content are
crucial
Allow for choice of media
Measure results and adjust
30
Your travel check list?
31
Is your travel check list the same as
your neighbour’s?
32
Do not underestimate the power of
recommendations and friends
33
When to sell and how to communicate
create the well being atmosphere
modern and fresh, FMCG like
get people into the shop with attractive offers but show them
the upsell / additional sales opportunities
do not overload your customers with messages - personalise
and concentrate sales efforts
include all the touch points
be the first with specific products or create limited editions sell and piggybeck on other brands to support your CI and
retail awareness, eg. selling the tailor made Levis jeans
product, gadgets for Apple ...
offer services at the right moment creating a WOW effect
34
When - how to optimize
how much time do you spend to think about
improvements? analysing clickstream reports and
customer behaviour online - if any?
looking at other sites and testing competitive products?
listen in in the call centre? talk to customers at the
airport?
at other industries? rail services? trends?
at the changing customer behaviour and what it means
for you?
watch the market - innovation roadmap, competitior
watch!
35
Agenda
What to sell
When to sell
Technology is king?
36
...so it is all about can you introduce
it easily
We cannot add this
information to the
check in process, not
possible
This is not possible,
the GDS do not allow
it
This will take at least
6 months and cost
0,5 Mio EUR
Not possible to
change within the IBE
process, it is
development
Not possible to
charge for SSRs or to
introduce a booking
fee
Personalised customer
communication - we
would need a
completely new system
37
Technology is becoming lifestyle and
a critical commercial success factor
internet = speed
social media = fast and modern
enabling close - real time - communication and
engagement with your customers
customers change and develop expectations - Apple,
Google, Amazon & Co. setting standards
iPad = modern, out of the box, positive
technology is getting even more important for
perception, solutions, sales and service
38
Technology and commercial strategy
commercial strategy
– increasing customer (self) service?
– increasing online booking share?
– channel alignment or channel differentiation?
– use of most cost efficient channel for the relevant
revenue streams?
– positioning as modern airline? innovative airline?
service provider? - or follower, offer the basics,
ignoring mobile and other developments
– considering the whole customer experience from
booking to landing?
39
Customer service - technology and
the cost - ancillary revenues impact
T
e
c
h
n
o
l
o
up to 3 g
months y
up to
20 days
????? 18 months to change? High
investment? benefits guaranteed?
3rd party integration
new e-Commerce solution with retailing
focus, personalised offers, fare high usability
personalised customer communication confirmation, mobile boarding pass, reminder
services, with ads adapted to the offer
Customer Service
Additional revenue
Cost saving
40
Technology is king?
Do not accept can’t do
Look for some quick wins within current IT environment with some solutions that deliver big differences with low
investment / small time
– modernizing and personalizing customer communication including
ancillary revenues - 15-21 days
– reviewing your whole e-Commerce solution - 3 months
Just offering some ancillary services half heartedly will not
bring the revenue results
In the worst case - there are solutions out there with
which you can implement reliable and scaleable
...regardless of your current IT platform / PSS
environment
41
Str
So how to sell the jeans?
The 10 Point Check List to
increase ancillary revenues and
customer satisfaction
√ Start with the customer
√ Do not forget your brand and CI
√ Turn every customer touch point
into a service and sales opportunity
√ Communication and management of
expectations is crucial
√ Don’t underestimate the price
√ Achieve staff buy in
√ Measure and test, test, test
√ Think out of the box
√ Keep it simple and apply 80/20
√ Use smart technology providers and
do not accept a no
42
So how to sell the jeans?
Slice the elefant to eat it!
Thank you!
43
Profile
Ursula Silling
Founder and CEO XXL Solutions - the Aviation Experts
Focus Areas
Key
Projects
Professional
Experience
Education
Sales and distribution channel strategy and optimisation for best revenue / cost value
Tenders including PSS systems, CRM and loyalty systems, website and mobile development, catering suppliers
Migration and IT projects covering the PSS and full commercial environment suite
Commercial Assessments
Business model strategy development
360 degree marketing and sales strategy, positioning, CI, (re-)branding, planning, implementation
Ancillary revenue strategy and implementation
E-commerce and mobile sales strategy, search engine optimisation, social media, website development, web analytics
Revenue management and pricing best practice strategy, processes and tools
Customer Experience Management incl. real time customer satisfaction measurement and product development
Change management, business process re-engineering; people management, coaching, workshops and training
Interim Management and Project Management for start ups, tender processes and migration projects
Project management, system evaluation, sales and marketing strategy for airline start ups in Italy, Germany, Russia, Africa
Workshops&Coaching: Alternative network evaluation methodology and marketing strategies, revenue management
IT system development consultancy for future strategy for main aviation system suppliers and airlines
Strategy and implementation incl. network and pricing strategy, rebranding and repositioning, ecommerce and mobile ancillary
revenues, distribution for low cost, regional and hub carriers in various countries and regions, including mergers
Outsourcing of benchmarking, marketing, purchasing, competitor watch activities
Tenders for marketing agency selection, catering, PSS / Revenue Management / CRM / Business analytics / web development providers
for a number of big and small airlines, low cost, hybrid and network business models
Customer management strategy and quality management implementation for airlines and airports
Commercial assessments and gap analysis for airlines, airports and IT system providers
CCO Aerosvit Ukrainian Airlines, Kiev, Ukraine
EVP Commercial Brussels Airlines (SN Brussels Airlines, Virgin Express), Brussels, Belgium
CCO HLX (Low Cost Carrier, part of the TUI Group), Hannover, Germany
Director Account Management Lufthansa Systems, Frankfurt, Germany
Commercial Director Deutsche BA (British Airways subsidiary), Munich, Germany
Lufthansa City Line (DLT) Network Planning and Controlling
Tour operators Country Homes & Castles, London; Optimal Reisen, Mettingen, Germany
BA (Hons) European Business Studies Fachhochschule Muenster, Germany / Humberside Polytechnic, UK; Spain, France
Fluent German, English, French, Spanish; Good Italian, Russian, Dutch
http://www.xxlsolutions.us
Sales
Marketing
Revenue
Generation
Thank you *** Dankeschoen
Text
Text
It is the results
that count.
Co
Thank
inf ntac
t
o
l. + @x us:
41 xls
79 olu
92 tion
74
0 3 s.us
Te
0
you!
45

Ursula Silling - Worldtek Travel

Transcription

Similar documents

APAPCD - Association of Middle

for thursday, july 7, to saturday, july 16, 2016

Free Online Resources Pre-Conference

socially speaking - The Social of Greenwood

Issue 21, 21st July - Eppalock Primary School

Free Will http://relaxeder.deviantart.com/

Portfolio

bups newsletter - Beaconsfield Upper Primary School

First Kids September 2016 - First Methodist Church of Union County

Unauthorized Immigrants and Health Care Coverage