Air New Zealand are three years into a programme of transformation that is completely reinventing how they engage with members of their Airpoints Loyalty Programme. The vision of the programme is ambitious. Delivering every one of their two million members an individualised, relevant, seamless experience across all channels – paid, owned and earned – is both the goal and the challenge.
Data and technology are at the heart of the ecosystem created to deliver this. To date the programme has delivered three major foundational capabilities:
- Creation of a world class Customer Data Hub: While other organisations claim some level of single customer view, Air NZ has created a comprehensive and thoroughly validated data asset that is deeply integrated into their business
- Delivery of best-in-class decisioning capability combining human smarts and machine learning
- Implementation of a next-generation marketing automation platform
These have already enabled a number of innovations and improvements that are transforming the delivered customer experience for Airpoints members and delivering a significant commercial impact for the business:
- A complete rebuild of the architecture of their email marketing programme (New Zealand’s largest) that has enabled more targeted, personalised and relevant communications, and delivered a significant increase in efficiency
- Real time analysis of customer behaviour in the booking flow to reduce cart abandonment and improve booking completion (via Boxever)
- Personalisation and delivery of enhanced functionality, including ecommerce with Airpoints Dollars, into the Inflight Entertainment system
- Use of customer data and predictive modelling to improve targeting of programmatic media and deliver individualised messaging/offers via digital display on behalf of programme partners
Air New Zealand’s strategic vision for this programme transcends the usual ‘omni-channel marketing’ hype. They have placed customer intimacy at the heart of their business strategy and are leveraging data and technology to transform the experience across the customer journey.