sarah barrett - marketing director - liverpool john lennon airport
TRANSCRIPT
@ChangeChat@SarahbarrettCX @LPL_Airport
Customer Relationships On The MoveLiverpool John Lennon Airport’s
Journey So Far……
1
@ChangeChat@SarahbarrettCX @LPL_Airport
About Me
2
Marketing & Customer ExperienceSpecialist
@ChangeChat@SarahbarrettCX @LPL_Airport
About Me
3
@ChangeChat@SarahbarrettCX @LPL_Airport4
About Liverpool John Lennon Airport
@ChangeChat@SarahbarrettCX @LPL_Airport5
Passenger numbers rose by 18% compared to March 2015 -the highest March figures since 2011.
14th consecutive monthly increase in passenger numbers.1 million passengers using the Airport this year already -almost 170,000 more than in 2015.
@ChangeChat@SarahbarrettCX @LPL_Airport6
2014/15 2015/16
Likes: 28k Likes: 40k (+12k YOY)
Followers: 18k
Followers: 28K (+10k
YOY)
Followers: 900
Followers: 1,926 (+1k
YOY)
ECRM 265K contacts
411K contacts
@ChangeChat@SarahbarrettCX @LPL_Airport
Where were we 18 months Ago?
7
@ChangeChat@SarahbarrettCX @LPL_Airport8
Limited Digital Focus
No Customer Experience
Strategy
SiloMarketing
Unresponsive Website
Lack of Customer
Intelligence
No Voice at Board Level
New Business Ownership
New CEO
@ChangeChat@SarahbarrettCX @LPL_Airport
One Challenge
9
@ChangeChat@SarahbarrettCX @LPL_Airport
Another Challenge
10
@ChangeChat@SarahbarrettCX @LPL_Airport11
Another Challenge76% of travellers use social networks to share travel experiences.44% of 18-34 year olds use social media for planning a trip.87% of those younger than 34 use Face book to solicit advice before making bookings.70% of travellers updated their Facebook status whilst on vacation.50% of travel companies say that direct bookings have been generated from social media.50% of travellers have changed their original travel plans based on social media commentary.
@ChangeChat@SarahbarrettCX @LPL_Airport
13 things that have really worked
12
@ChangeChat@SarahbarrettCX @LPL_Airport13
1Customers
@ChangeChat@SarahbarrettCX @LPL_Airport
2- Making Digital Integral to the Business Vision
14
@ChangeChat@SarahbarrettCX @LPL_Airport15
@ChangeChat@SarahbarrettCX @LPL_Airport
3- Assigning an Owner
16
@ChangeChat@SarahbarrettCX @LPL_Airport17
4Everything is Built on Relationships
@ChangeChat@SarahbarrettCX @LPL_Airport
5 - Create, Inspire and Empower Internal Experts
18
@ChangeChat@SarahbarrettCX @LPL_Airport
6 - Get the Balance RightTech vs Creativity
19
@ChangeChat@SarahbarrettCX @LPL_Airport20
7 - Ask Customers & Test New Thinking
@ChangeChat@SarahbarrettCX @LPL_Airport
8 - Be Brave and Pioneer New Ideas
21
9 - Targeted Engagement
22
Visitors by city Visitors by country
Country Sessions YOY % Change
UK 2,114,444 +118.09
Ireland 37,294 +95.95
Spain 29,683 +79.35
US 19,983 +107.94
France 19,159 +85.42
City Sessions YOY % Change
London 467,788 +144.44
Liverpool 441,074 +118.98
Manchester 131,984 +92.99
Preston 56,591 +107.17
Chester 41,504 +294.45
2015/16
2014/15
@ChangeChat@SarahbarrettCX @LPL_Airport
10 - Collaborate With the Right Partners
23
@ChangeChat@SarahbarrettCX @LPL_Airport
11 - Don’t Force Feed Sales
It doesn’t work for us. Our customer’s hate it and they tell people!
24
50% of travellers have changed their original travel plans based on social
media commentary.
12 - Integrate Seamlessly and Inclusively‘Omni Channel’
25
@ChangeChat@SarahbarrettCX @LPL_Airport
13 - Set Challenging Targets
26
Prior Year Performance+ Incremental Passenger Growth + Stretch Target per ChannelBaked into supplier contractsBaked into all campaign targetsBaked into colleague objectives
Make Sure the Board
Knows About Them
@ChangeChat@SarahbarrettCX @LPL_Airport27
And the Journey Continues…..
@ChangeChat@SarahbarrettCX @LPL_Airport
From Service to Relationship
28
#LJLAloves