Air Charter Service Provides Service Beyond Expectations Through Targeted Segmentation and Hyper-Personalized Content with Mapp
As a result of this surge in demand, ACS required extra support to create hyper-personalized communications, as well as deliver regular up-to-date travel restrictions and showcase their latest packages and flight availability, while pivoting their digital strategy to a more automated approach. With almost half a million potential customer combinations, ACS needed to be able to deliver hyper-personalized communications. With over 30 years of customer data only being available offline and with multiple different teams managing it, ACS also needed to find a way to bring this data into unified customer profiles to use for segmentation and personalization of content. Moreover, ACS needed dynamic emails that could pull in contact information and department-specific content across all 27 offices and in 8 different languages.
ACS chose to implement Mapp Cloud to enable them to apply business communication tactics globally. This allowed them to take years of offline data and feed this into Mapp’s CDP to power their personalized marketing tactics. With the help of Mapp, ACS activated offline data and online data. This was done by combining offline data about preferred products & services of customers and layering this with the online behavior data collected from Mapp Acquire, creating a unified ACS customer profile in Mapp Cloud. This has given ACS a true understanding of their customers, and most importantly means that they can deliver the right message in real-time.
The ACS team is now able to deliver a more personalized customer experience with the implementation of advanced CMS blocks, increased automation and dynamic email content. With the help of Mapp Cloud and their agency Firefly, ACS now has a unified and cohesive ecosystem for sending hyper-personalized, targeted, and relevant messages to their customers based on unique information on a global scale:
- Customers Enquiry Emails: ACS is now able to send online enquiry confirmation emails instantly through Mapp Engage and monitor the results. These emails were previously being sent through the website, but with the help of Mapp, all data is now being fed into the platform in real-time.
- Nurture Program: ACS is now able to feed these contacts and data straight into their nurture program, ensuring a continuous and trackable customer journey. This change has made everything more controlled and timely.
- Welcome Journey: ACS has implemented a new welcome email design across all of their English-speaking offices, utilizing dynamic content to handle the large number of variants. While this welcome journey is still relatively new, the comparison between the old and updated versions has shown a phenomenal increase in engagement. Open rate increased by 23% (34% to 43%), CTR increased by 52% (3.99% to 6%) and CTO increased by 22% (11.5% to 14%).
Millie Andrews, Head of CRM at ACS commented: “The Customer Support Team at Mapp went above and beyond in order to solve our challenges as a business. With their help, we have been able to do what we once thought was impossible and move 30 years of offline data into online unified customer profiles. With this information more easily accessible, we are now able to fully deliver the hyper-personalized and high-end service that our customers expect and deserve.”