AUGUST - 2022MARTECHOUTLOOK.COM 19To get more out of Salesforce, we've integrated our EDM customer journeys with the Flight Centre app using Swrve better to deliver hyper-personalised push notifications. For example, a customer may look at a page featuring fly and stay packages to Phuket. They then get an email. But if they didn't open it, two days later they get an app push with content related to our Thailand products to encourage them to continue the consideration journey. This allows us to build on first-party data we collect about the customer's habits and choices. No cookies, no fuss. WHAT ARE YOU DOING TO REACH CUSTOMERS IN NEW MARKETS AND DELIVER THE RIGHT CONTENT ON YOUR SITE? As we move to bringing our five multinational websites under one global "super-site" umbrella, we're also deploying Wisepops to improve customer data acquisition. Customers will be invited to engage with consistently branded, user-WITH HARD-WIRED RESOLVE, WE'RE COMMITTED TO USING MARTECH TO MEET OUR CUSTOMERS WHEREVER THEY ARE, BE THAT INSTORE, OVER THE PHONE OR ONLINEfriendly pop-ups whether they land on our site in Vancouver, Manchester, Cape Town, Queenstown or Broome. With Google set to phase-out third-party cookies in its Chrome browser, we're banking on our development of first-party data pop-ups to produce a cleaner, safer and more manageable data gathering tool. HOW IMPORTANT IS UNDERSTANDING YOUR CUSTOMER'S PAIN POINTS AND BEING ABLE TO SPEAK TO THEM ONE-ON-ONE ACROSS PLATFORMS? We've broadened the scope of how we use this platform to include scheduling content on social media, employee advocacy, community management and social monitoring as well as being a listening post for brand mentions and competitor behaviour. As we've found with our expansion of Salesforce, rolling out Sprinklr globally has made scheduling our content on our social accounts five times more efficient by allowing us to share it seamlessly across all five regions. It's made reporting more efficient too, letting us compare apples to apples across all regions by aligning reporting dashboards in one platform. Sprinklr now gives us a holistic view of the brand in all five regions, allowing us to track against competitors with global social listening reporting. It's also allowed us to build and roll out an employee advocacy platform, on which we can share content with our employees to share on their own social accounts. This not only allows our travel agents to use social media as a personal marketing tool, but also allows us as a brand to reach a greater audience through the personal connections of our employee advocates. WHAT'S ONE PIECE OF ADVICE YOU'D GIVE ANYONE LOOKING TO TAKE THEIR USE OF MARTECH TO THE NEXT LEVEL? Tools and platforms are only as good as the people driving them. As the impact of the pandemic recedes and we extend the use of our marketing technical capabilities, we're mindful of the important role our experienced people play in using tech to produce better outcomes. With hard-wired resolve, we're committed to using martech to meet our customers wherever they are, be that instore, over the phone or online. Our teams are based around the world with technical experts sitting in each country adapting and working within the global framework, their passion and delivery is outstanding and could only be done with a single global platform strategy. But it's not just about booking travel, our people are experts because they've travelled far and wide, are increasingly tech-savvy, and crazy about opening up the world for those who want to see.
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