DEMET YARKIN...Pegasus Airlines Turkish low-costairline headquartered in Istanbul 2nd largest...
Transcript of DEMET YARKIN...Pegasus Airlines Turkish low-costairline headquartered in Istanbul 2nd largest...
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Şirket İçi (Internal)
10.07.2019
DEMET YARKINHead of Customer Experience & Analytics Management
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Şirket İçi (Internal)
• Data is Changing the Game
• Analytical Landscape
• Personalization & Customer Analytics in Pegasus
• Personalized Travel Experience
• Jumping to the Next Level in The Game
Agenda
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Pegasus Airlines
Turkish low-cost airline headquartered in Istanbul 2nd largest airline in Turkey
Total Pax in 2018 -> 30M
35
45
Has been flying for 14 years & Turkey's most established private airline
111 Destinations (35 dom, 76 int) 3000+ Flights/week
Number of employees 6,500
80 aircrafts
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Data is Changing The Game
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Şirket İçi (Internal)
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Şirket İçi (Internal)
Turkey Overview
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Şirket İçi (Internal)
Next Best Offer
Customer Value
Fraud Mng
Propensity Scores
CustıomerScore Location
Strategic Planning
Customer Optimization
Journey Management Personalization
Test & Learn
Customer Data Platform
Single Customer View
Analytics Machine Learning, Predictive models
PlansMarketing plans,
processes and actions
ConstraintsContact rules, decision
conditions
Plan
B.R
ules
Insigh
t
Dep
loym
entC
usto
mers
IN
OUT
Customer Experience
Engagement
Decisioning
Digital Ecosystem Excellence
Analytical Landscape
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ANALYTICS CAPABILITIES
Our Approach
ACTIONABLE CUSTOMER
TOUCHPOINT IMPLEMENTATION
INFORMATION & INSIGHT
RESULTS IN IMPROVED OVERALL
REVENUE&EXPERIENCE
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Şirket İçi (Internal)
Real-time Decisions in interactive channels
Real-time Analytics
Personalized next best offers
Automation of data collection and data integration across
all customer channels
Segmentation-of-one
Centrally orchestrated
consistent messaging
Business Change Enabled
Better marketing processes Deeper customer insightCustomer experience
efficiencyBetter marketing
performance
Pegasus Capabilities
Personalization & Customer Analytics in Pegasus
SAS (Guide&Miner&MA &CI360) EVAMSalesforce
We’re here!
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Şirket İçi (Internal)
Real-time Decisions in interactive channels
Real-time Analytics
Personalized next best offers
Automation of data collection and data integration across
all customer channels
Segmentation-of-one
Centrally orchestrated
consistent messaging
Business Change Enabled
Better marketing processes Deeper customer insightCustomer experience
efficiencyBetter marketing
performance
Pegasus Capabilities
We’re here!
Personalization & Customer Analytics in Pegasus
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Şirket İçi (Internal)
MARJ.
S6
S5
S4
S3
S2
S1
S7
Value Based Segmentation Behaviour Segmentation
S7 create more revenue
Pegasus
7 Behavioural Segment Defined!
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Şirket İçi (Internal)
Methodology
Be Ready
Unification CustomersCreation of Customer Per Raw
Go
Complete data enrichmentAnalyse,Corelate, Define
Outliers,Imputation, Grouping
Run
K-means & Hierarchical Clustiring AlgorithmDefine the segments
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Şirket İçi (Internal)
Real-time Decisions in interactive channels
Real-time Analytics
Personalized next best offers
Automation of data collection and data integration across
all customer channels
Segmentation-of-one
Centrally orchestrated
consistent messaging
Business Change Enabled
Better marketing processes Deeper customer insightCustomer experience
efficiencyBetter marketing
performance
Pegasus Capabilities
We’re here!
Personalization & Customer Analytics in Pegasus
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Travel Assistant Project Trailer
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Şirket İçi (Internal)
Customer Centric Approach
Get to home
Leave Journey &
Evolve Relationship
Receive Inspiration & Plan Occasion
Compare & Select Flight
Book Travel
Plan & Prepare for
Journey
Take Outbound
Flight
Land at Destination Airport
Get to Destination
Airport & Await Flight
Take Return Flight
Land at Home Airport
NEED
BUY
PLAN
Provide Feedback
Which ancillaries do I want to add
to my flight?
How satisfying was my flight experience
with Pegasus?
Do I need a car?
Will I fly again with Pegasus in
the future?
Where should I travel to these
summer holidays?
PLAN A NEW
TRAVEL
Request Customer Support
GO
Personalized Communication
Payment process design regarding customer score &
segment
Due to customer’s situation& need create real time offer & personalized communication
Get to Home
Airport & await flight
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Şirket İçi (Internal)
Jumping to the Next Level
Change the Content regarding to customer profileCreate 1-1 pricing
Predict the dreaming times!
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Şirket İçi (Internal)
We didn’t start aviation in Turkey
but we transformed it!