Boxever & Cebu Pacific 2019 - The Future of Travel Tech Infographic
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Boxever &
Cebu Pacific
2019
Boxever 2019 | Cebu Pacific 1
Make every customer interaction smarter
Seamless, BOXEVER PERSONALISED WEB
AND EMAIL OFFERS HELP
Cebu Pacific Accelerate
Personalised Customer Conversion
Customer Customer
—— Cebu Pacific
Experiences
—— The largest national carrier in the
Philippines and pioneer of the
“low fare, great value” strategy
—— cebupacificair.com
Application
—— Urgency Messaging
—— Last 5 Searches
—— Abandoned Cart
—— Destination Banners
Boxever Impact
—— Better engagement: Click-through rates of
better than 8% on destination banners
- 20X improvement over averages
—— H
igher open rates: 55% open rates on
abandoned carts
—— Increased ancillary revenue: $630K AUD
(€450K) from pre-return emails
—— Increased conversion rates: 7.8% relative
lift for urgency message
02 Boxever 2019 | Cebu Pacific Boxever 2019 | Cebu Pacific 03
BOXEVER CASE STUDY
The Solution
Boxever customer intelligence cloud provides a single customer
view and the right offer in every moment
The Boxever customer intelligence cloud works with customer. In addition to an initial import of 14 million
Cebu Pacific’s
all of the technology Cebu Pacific already has in place, historical orders, Boxever connects 70 million events and
connecting customer, product and data to personalise 800,000 orders per month.
1:1 and engage on every channel. This puts the customer
at the centre − resulting in lower acquisition costs, Cebu Pacific uses the Boxever customer intelligence
Opportunity: accelerated conversion rates, improved customer service
and higher lifetime value. Boxever acts as the “brain”
within their marketing (and business) tech ecosystem,
taking in all data about the customer, deciding what should
cloud for Email Personalisation, Web Personalisation,
Segmentation, Order and Behavioural Data, and Analytics
(A/B Tests, Performance Metrics, etc.). By applying
artificial intelligence to all customer data −behavioural,
happen next and executing that action through the most transactional and historical − Boxever is able to engage
appropriate channels. each of Cebu Pacific’s customers with timely and predictive
web offers, banners and emails that appear to be created
Boxever integrates data from Cebu’s website, Salesforce just for them.
Marketing Cloud and Navitaire reservation system,
creating a singular, contextual and dynamic view of each
WHAT THEY SAID:
Connecting data from every channel and every source, for every
customer journey:
”From Day One, Cebu Pacific has always
PERSONALISE EACH VISITOR’S
been focused on providing our customers
ONLINE EXPERIENCE TO INCREASE
with innovative offerings they actually want. Q1
CONVERSION Now Boxever is allowing us to take that a
As one of the early pioneers of the low fare, great value
Q2
step further.” Last 5 Searches
airline model, Cebu Pacific has always been committed • 0.47% relative lift in
conversion Abandoned Cart Q3
to delivering the type of innovative services and • 193K email sends
experiences that its customers desire. In that spirit, the — Candice A.Lyog, Vice President
• 55% open rate Destination Banners
Q4
company recognised an opportunity to better anticipate of Marketing and Distribution Cebu • 37% click-through rate • 8.24% click-through rate
customer needs and provide a more relevant online Pacific Air Group • 25% conversion rate • 3.91% conversion rate Ancillary Upsell
experience through personalisation in web messages, Urgency Message #1 (purchased flight for Email Segmentation
destination featured
banners and emails. Such one-to-one marketing • 7.8% relative lift in in banner)
conversion
experiences also lead to higher conversion rates and
and bookings, and grow incremental revenue through Urgency Message #2 SMS Push
increased revenue.
ancillaries − fast. • 0.5% relative lift in
Cebu Pacific selected Boxever to support this initiative
conversion
because it is the only customer intelligence cloud that
truly understands how low cost carriers operate and
what they need to do to increase customer acquisition
04 Boxever 2019 | Cebu Pacific Boxever 2019 | Cebu Pacific 05
BOXEVER CASE STUDY
Big scale Data The Results
Boxever processes massive amounts of real-time data from Cebu Pacific’s Personalisation that gets smarter
website, marketing and reservation systems to understand customer over time and higher customer
behaviour and drive conversion conversion. Result: a 100% ROI
in just four weeks
Boxever evaluates each customer
touchpoint and looks at the customer’s
profile, segmentation, and all prior
responses in similar contexts to deliver
the right predictive offer.
70M 14M
WHAT THEY SAID:
EVENTS HISTORICAL “We already know customers want a great
PER MONTH ORDERS fare, but now we know to where, when and
what else they would want as part of their
trip. By personalising the online experience
based on this intelligence, we have been able
to drive conversion and realise a 100% ROI
in just four weeks of using one of Boxever’s
urgency message apps.
— Candice A.Lyog, Vice President
800K of Marketing and Distribution Cebu
Pacific Air Group
ORDERS CREATED
PER MONTH
06 Boxever 2019 | Cebu Pacific Boxever 2019 | Cebu Pacific 07BOXEVER CASE STUDY
Results Lessons learned
& best practices:
From data integration to customer conversion
How we add value iteratively
Two key elements significantly shaped the success of the the customer needs and surprise them with offerings they
Boxever program at Cebu Pacific: want.
7.8% X2 Understanding the customer’s journey: Before Cebu
Pacific was able to reshape the customer experience, they
needed to understand it in its entirety – from research to
The importance of data integration: Every little bit of
customer intelligence – at every point in their journey
– makes a difference. Boxever provides a real-time
booking to flight. Boxever provides Cebu Pacific with the
data store to amass data about every purchase, event,
Moving customers to action Suggesting hotels that customers intelligence they need to deliver value for the customer
click, search term, device, social message and in-flight
— want to book each time they interact, in real-time and for a lifetime. This
interaction. This enables each of Cebu Pacific’s offers to
behavioural data allows Cebu Pacific to anticipate what
Through customised urgency messages, Cebu has — start with a higher likelihood of “yes.”
been able to encourage web visitors to act quickly Instant customer engagement: Because Boxever’s single
and increase sales. The “others are viewing the same customer view and personalisation capabilities span
flights” message has resulted in a 7.8% relative lift across channels and devices, a customer who has just
in conversion. The message that shows visitors when made an online booking does not get bombarded with Connecting data from every channel and every source, for every customer
their flight of interest was last booked produced a 0.5% messages for new reservations, but instead receives a
relative lift in conversion. relevant text message to encourage them to download
journey
the Cebu Pacific app.
Another Boxever application displays a visitor’s last five
searches to make it easier to complete the reservation. “Hi Jimmy, thank you for booking a flight with us! For fast
This customised message resulted in a 0.47% relative lift check-in and more seat sales, download the mobile app
OPERATIONAL PRODUCT CUSTOMER
in conversion. now!” And since the percentage of travel reservations
DATA DATA DATA
made via mobile device are nearly doubling each year
(according to the 2016 Skift State of Travel report), it is
37%
more important than ever to engage customers across
channels and devices.
Capitalising on ancillary opportunities
3.91% EVERY
CUSTOMER
JOURNEY
— EVERY
ONLINE MOBILE EMAIL ADVERTISING CALL CENTER SOCIAL OTHER
In just one month, personalised abandoned cart emails CHANNEL
Recovering the revenue left in the cart
to web visitors who started but did not complete a
reservation have enabled Cebu Pacific to recover revenue —
that might have otherwise been lost when visitors left A picture is worth a thousand words: an idiom that
the website. A 55% open rate and 37% click-through rate certainly rings true when Cebu Pacific’s website visitors
demonstrate how valuable it can be to automatically see relevant destination imagery in the homepage
remind visitors of what they are missing out on. banner. The destination banners had an 8.24% click-
through rate and 3.91% conversion rate (purchase of
flight for destination featured in banner).
08 Boxever 2019 | Cebu Pacific Boxever 2019 | Cebu Pacific 09BOXEVER CASE STUDY
2019 There’s a Safe, secure experimentation
lot in store.
Martech, democratised
Jet-fueled campaigns
Real-world advice and support
We’re looking
forward to it..
Simpler, more powerful AI
See you then.
10 Boxever 2019 | Cebu Pacific Boxever 2019 | Cebu Pacific 11BOXEVER CASE STUDY
New era,
A USER INTERFACE FOR ALL POWERFUL TESTING
Goodbye endless complexity. Goodbye fire and forget.
Hello joined-up strategy Hello build, test and learn
new product. TEN SECOND
R E M I N D E R : W H AT
I S E N GAG E ?
Existing decisioning tools limit access to a select
few. The result? Marketers can’t do what they’re
best at. Teams can’t work together. Campaigns take
months to roll-out.
When you need more data, other tools limit your
choices. When you need real-time performance
updates, they make you wait. And when you need
complete transparency, they hide the full picture.
Engage - our decisioning engine - has been given a radical Boxever is a personalisation In 2019, Engage will give you unparalleled control
Engages’ decisioning “canvas” and “workbench”
overhaul. More power. More scale. More speed. More usability. platform that helps airlines with testing, analytics and integrations that allow
change all that with an intuitive, structured interface
Here’s what to expect when you climb aboard with a refreshed make every interaction you to reduce the testing and deployment cycle from
that empowers everyone to design personalisation
Engage in 2019. smarter. Sitting right at months to minutes, spot errors and inefficiencies
models. Whether using simple tables or drag
the heart of that platform earlier, and see ROI faster.
and drop charts, all your teams will have a clear
is Engage, our decisioning view of how your decisioning is configured. What Test up to four decision model variants in production
engine. It quickly and that means: closer collaboration between cross- – and three in draft – with A/B/N. Refine strategies
efficiently unifies your functional teams on strategy and implementation, before rolling them out across your customers with
decisioning in one place, and quicker optimisation and deployment. champion/challenger. Simulate how your models will
allowing you to automate perform with silent and sample testing. Regardless
what actions to take with Oh, and no need to fret coders: from Javascript and
of the option you choose, Engage helps you compare
every single customer Python to FEEL and Boxever’s DSL, there’s massive
and scale new ideas dynamically, quickly and safely.
based on thousands of scope for experienced users under the hood.
You’ll always be sure you’re taking the right actions
behavioural, transactional with the right customers.
or operational data points.
AI AT YOUR FINGERTIPS
It does all that across every
channel in real-time. Goodbye disconnected logic.
Hello AI
Delivering consistent omni-channel customer
experiences depends on one thing more than any B OX E V E R R E C O G N I S E D
other: connected AI. But all too often AI is left B Y GA RT N E R
disconnected from data and decisioning.
In August 2018, Gartner named us in its first
Engage takes off the handbrake by making powerful ever Personalisation Engine Magic Quadrant.
connections with all your AI under one roof. With It did that on the strength of the massive leap
just a few clicks it connects your existing or future forward recent upgrades to Engage made
AI (whether that’s the likes of TensorFlow, IBM possible for airline customers. With more than
Watson and Einstein or your own logic) to your 400 personalisation and customer experience
personalisation technology. tools in the market today, we’re delighted to be
recognised as one of the top 18 vendors in the
space.
12 Boxever 2019 | Cebu Pacific Boxever 2019 | Cebu Pacific 13BOXEVER CASE STUDY
We’ve been helping
companies revolutionise
About Us how they engage customers
since we were founded
Boxever is a personalisation The result? Personal, relevant
in 2011. Seven years on,
platform that uses data and AI to
help the world’s most innovative
and valuable experiences for
customers that lead to improved we’re now recognised by
Gartner as a leading player
airlines make every customer engagement, lower acquisition
interaction smarter. costs and accelerated conversion
for the business.
We do this in two ways.
Firstly, we bring together data
from all the channels, tools and
in personalisation and
databases across their business
to build rich and accurate profiles ranked by Forbes alongside
Google, Apple and Amazon
of their customers.
Then we use AI to interpret that
as one of the most powerful
data and automate decisions
about how to personalise every
single customer interaction. It
examples of AI in use today.
joins-up interactions across every
channel based on a customer’s
history, what they’re doing “in
the moment” and what a business
wants to achieve - all in real time.
From website to email and from
SMS to contact centre, Boxever
decides the what, why, where and
when.
14 Boxever 2019 | Cebu Pacific Boxever 2019 | Cebu Pacific 1516 Boxever 2019 | Cebu Pacific
BOXEVER.COM (+353) 443 3103 ASHFORD HOUSE, T A R A S T R E E T, DUBLIN 2 1 Boxever 2019 | Cebu Pacific
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