HOW TO GROW YOUR BUSINESS USING THE DATA YOU ALREADY HAVE

“Customer Engagement Agencies focus on

defining customer-oriented business strategies. They

help clients maximize customer profitability and

optimize customer experiences by applying data

and analytics to every interaction.”

DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

+30% lift in ROAS

emotional combined rational

16%

26%

31%

Source - IPA - Binet & Field

DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

DATA + INSIGHT + CREATIVITY = CUSTOMER ENGAGEMENT

• Body Level One

• Body Level Two

• Body Level Three

• Body Level Four

• Body Level Five

INCREASE AWARENESS OF BA’s OFFERING TO AMERICAN INDIAN TRAVELERS

INCREASE SEAT BOOKINGS FROM NA TO INDIA !

CREATE A PLATFORM FOR ADVOCACY WITHIN COMMUNITY GROUPS

PERSONA ENGAGEMENT BLUEPRINT EXPERIENCE MAP

2 4 5

JOURNEY

1

ENGAGEMENT IDEA

3

Mode!Persona

Persona!Ratneesh - Indian Expat

View!Profile Overview

27 years old

Indian Expat (9 years)

Astoria, New York

$73,000

Engineer

Married, 1 son

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Basic Demographics

Being Indian is who I am. It makes up the very fiber of my being from my favorite dishes to my very beliefs. Being away from home is tough, but I decided to build a new life here because of the opportunities there are in the US. I go to India to visit my family once a year, usually in December when the weather is less hot. We’ll get a wedding invitation months in advance and begin planning. We try to stay as long as possible and try to find the cheapest flight that won’t sacrifice too much comfort. I typically work with a travel agency that was recommended by a friend. I trust them to get me a good deal. If not that, then I’ll check sites like Kayak. The hardest part of planning is fitting into everyone’s schedule. When I can, I look for direct flights, or flights with a short layovers. !When we finally arrive home, we are inundated by relatives, many of whom are waiting at the airport. We stay with relatives, and the family flows in and out of the house where we’re staying. There is tons of food, so we always end up overeating. Ironically, I’ve never actually seen much of India, as most of my time is taken up seeing friends and families and attending the week long events around the wedding.

AttributesFamily

Good Deal

Wants Respect

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Self

Comfort

Wants Warmth

Devices & Platform User Needs Cultural Tension• Western carriers don’t understand me or my culture • It’s difficult being away from your family • I prefer being loyal to Eastern airlines

• Cultural Relevance • Excellent product for competitive price • Treated like family

Influencers

Family

Travel Planners

Previous Experiences

Purchase Channels !

SMARTPHONE TABLET LAPTOP

Gaming: !!Apps: !!Websites:

Candy Crush, iRangoli, Super Badminton !Kayak, What’s app, Viber, Yoga, Saavn, Skype, iCC Cricket World Cup !Times of India, ESPN, Orkut, Bollywood Life, Blogger, Reddif

Brands

SocialGreaves: A travel agency, with offices in both North America and India, who specializes in helping plan trips to the Indian sub-continent. It is a family run agency and very popular amongst Indian expats like myself because of its personalized touch to the journey. !Family friend, travel agent: I often book my flights through our family friend, who has been running a travel agency for years. She knows exactly what’s important for me in my journey and I know I can trust she book the best flights for me and my family. !Airline’s official website: When booking online independently, I prefer to book through the airline’s official websites as I trust them more than discount travel websites such as Expedia.

Facebook Linkedin Orkut Twitter

Moodboard !

Moodboard

Mode!Persona

View!Moodboard

Persona!Ratneesh - Indian Expat

Positive!Engagement Fuel

Negative!Engagement Fuel

-

+

Engagement Opportunities

1

Planning/Booking FlyingExpat Duty

Demonstrate that Western airlines can be the airline of choice for Eastern-bound travelers by emphasizing the cultural connectivity using culturally relevant imagery, language in communications, and placements of banner ads and distribution lists.

Change the perception of western airlines: demonstrate warmth and call out the “little things”. Make flights more respectful towards Eastern cultures: changing food options, entertainment choices, and carefully considering layovers offered.

2 3

Advocacy

4Emphasize the value of flying with the airline by highlighting its service and loyalty program and the in-flight experience, culturally adapted specifically to the respective flying routes.

Introduce and champion the benefits of the airline’s loyalty program (Airline’s executive club, household accounts).

I’ve heard, and felt, that some WEstern airlines just doesn’t really “get”

or respect other cultures.

That was the best flight I’ve had, I’m going to share my experience

with my friends and family members and encourage them to

go home too.

I haven’t seen my parents in almost a year. I think it’s time to start looking for

a flight home.

It was a good experience, but I expect that from any airline. What’s to tell? I’d

rather talk about my time at home and seeing family and

friends. Any airline can serve Indian food and have their hostesses put on saris - but, that doesn’t mean

they get me or my culture.

I’m willing to try a western airline, they feel like more of a trusted travel partner and less

distant than before.

Airline carriers seem to be trying new approaches. I like when they

offer things I’m really excited about: food, movies, flight times.

It’s important to me that the airline offers

good service and a loyalty program - but

they must fly the routes I usually travel.

From what I’ve heard, Western airlines are

pretty cold and stuffy, I’d rather fly with an airline from the East who are more in tune

with my cultural preferences.

Airlines who have layovers in nice airports, have new fleets of

planes and comfortable seats are more attractive to me.

I got an invitation for a wedding back home -

I’d love to go, but it seems to expensive

and complicated to get there.

I fly with my whole family, and my first concern is that my children will enjoy their journey to the East- it’s a

long trip, so the flying experience needs to be

comfortable.

Sometimes, I leave the decision of the flights I

book to my travel agent, who is a family

friend.

Ultimately, I want the easiest and quickest

travel time.

Western airlines have begun offering deals

around the big holidays back home in the East,

I’m sold!

I should go back - it makes more sense for me since my parents are too old to

travel.

It’s so expensive to take my entire family to

India.

I’m going to take a few weeks off from work.

I try to book around 6 months in advance for

my trips.

Phonecalls and digital images don’t make up for me being away. I feel

guilty.

Mode!Journey

View!Journey Overview

Persona!Ratneesh - Indian Expat

1M views !

23mm twitter impressions !

65% increase in sales on ba.com !

75% increase in sales on otas !

59,000 incremental PSJs !

worth more than £13.4M.

THANK YOU!