1.
DELIVERING ON THE
CUSTOMER-CENTRICITY
AGENDA
Bart Sieswerda
Relay42

2.
TODAY’S REALITY

3.
IT USED TO
BE EASY
3

4.
THE
CUSTOMER
CENTRIC
DREAM
4

5.
“CUSTOMERS EXPERIENCE
COMPANIES THROUGH END-TO-END
EXPERIENCES, NOT TOUCHPOINTS”
(McKinsey)

6.
6

7.
GOAL REALITY

8.
Data

9.
KPIs
Data

10.
KPIs
Data
Ownership

11.
KPIs
Data
Ownership

12.
ABOUT RELAY42

13.
IN A NUTSHELL
17
+ + +Founded in 2011.
Goal of turning data
into meaningful
relationships.
Headquartered in
Amsterdam;
100+ people.
Focus on solving
industry specific
business challenges.

14.
OUR MISSION
18
We empower businesses to create meaningful customer
relationships by developing smart technology to transform
fragmented interactions into seamless journeys.

15.
INTELLIGENT JOURNEY
ORCHESTRATION
INTELLIGENT
JOURNEY
ORCHESTRATION
Single touchpoint Across touchpoints Journey
EveryoneAudiencesIndividuals
SCOPESCALE
CDPs
3
1 2
PREDICTNEEDS
ENGAGE IN JOURNEYS
PHASE ONE PHASE TWO
PHASE THREE

16.
YOUR DATA
FOUNDATION
PHASE ONE: FOCUS ON DATA
UNIFICATION AND ACTIVATION
ACROSS CHANNELS

17.
NEXT STEPS: BUILDING ON YOUR
DATA FOUNDATION

18.
CASE: GLOBAL LOGISTICS
GOAL
Have newly registered customers start shipping with them,
while improving customer experience.
FINDING
The majority of customers consult the How To section
before booking a first shipment.
APPROACH
Make sure customers are sufficiently informed
before moving them towards their first shipment.
22

19.
IN PRACTICE
23

20.
24
FIRST BOOKING (SIMPLIFIED)
User Account
Approved +
No Shipment
Shipment Order Complete /
User Shipments > 0
Did not view
How To
Send e-mail
Uninformed
Personalize
website
How To
Did view
How To
Send reminder
Uninformed
Did view
How To
Did view
How To
Send
Informed
e-mail
Personalize
website
First Booking
Send reminder
Informed
Display Ad
First Booking
10 Days Have
Passed
10 Days Have
Passed

21.
25
JOURNEY COMPONENTS
User Account
Approved +
No Shipment
Shipment Order Complete /
User Shipments > 0
Did not view
How To
Send e-mail
Uninformed
Personalize
website
How To
Did view
How To
Send reminder
Uninformed
Did view
How To
Did view
How To
Send
Informed
e-mail
Personalize
website
First Booking
Send reminder
Informed
Display Ad
First Booking
10 Days Have
Passed
10 Days Have
Passed
Trigger GoalSequence of interdependent interactions

22.
POINT OF ATTENTION
26
Customers own their own journey.
Be where your customers choose to go.

23.
27
JOURNEY ORCHESTRATION
BUSINESS SUCCESS DRIVERS
• Know your customers;
• Be with them in the moment;
• Anticipate their needs;
• Engage with them in full journeys;
• Protect their privacy.
PLATFORM CAPABILITIES
= Data and Identity Management;
= Fully real-time;
= Data-driven decision making, scaled with AI;
= Connect to all channels – online and offline;
= Governance & compliance.

24.
TRANSAVIA
CUSTOMER
STORY
28

25.
MARKET LEADING LOW-COST AIRLINE
• Air France - KLM Group
• Market leader in holiday air travel in the Netherlands
• Customer base of over 14 million
STRATEGIC OBJECTIVE
Increase brand preference + improve digital customer experience
• Maximize marketing efficiency across channels
• Adapt to the changing communication landscape, reach new &
younger audiences
• Adopt data-driven marketing principles
TRANSAVIA’S
AMBITION

26.
CHALLENGE
• Optimize media spend on display retargeting ads.
SOLUTION
• Connect website customer behavioral data with display
networks (DoubleClick & AppNexus)
• Segment audience into 9 experimental groups.
• Activate 9 retargeting sub-strategies based on varying
bidding and frequency-cap rules
PHASE 1:
OPTIMIZE
MEDIA SPEND
50%
Reduction in marketing spend
on display retargeting.

27.
The first use case was a huge success because of Relay42.
We have more conversions against lower costs.
PELLE DEN ENGELSMAN
CAMPAIGN STRATEGIST

28.
CHALLENGE
• Send each plane out as full as possible against the lowest
possible marketing cost: Optimize retargeting ads to only
push underperforming flights.
SOLUTION
• Integrate Relay42 with Transavia’s revenue management
system
• Test the effectiveness of adjusting display ad volume
based on real-time load factor statistics
• Adjust display advertising based on real-time data
PHASE 2:
MAXIMIZE
LOAD FACTOR
20%
Transavia learned
they only need to
retarget 20% of
current flights.
ROAS
In a short time,
Transavia realized a
drastic increase in
return on advertising
spend.

29.
There is a lot of room for nuance in this setup, but at the
end of the day, flights that don’t need to be pushed won’t
be.
PELLE DEN ENGELSMAN
CAMPAIGN STRATEGIST

30.
CHALLENGE
• Transform one-size-fits-all newsletter into
personalized communication.
SOLUTION
• Unify website activity data with customer profile.
• Add new personalization options to newsletter
template based on website search activity
• Adjust email flow rules based on website data (e.g. do
not send “we miss you email” to active customers).
PHASE 3
NEWSLETTER
RELEVANCY

31.
I can do something like this in just 10 minutes, even as a
regular marketer without a lot of technical prowess, and for
me, that’s a huge strength of Relay42.
PELLE DEN ENGELSMAN
CAMPAIGN STRATEGIST

32.
THANK YOU
Keep in touch
@Relay42
relay42.com