Design

Knowing your customers and capturing their feedback is a crucial step in becoming customer-centric...

Customer Segmentation
Customer Segmentation

Analysis, grouping and profiling of customers into value-based segments inform loyalty, lifecycle and targeted marketing strategy

Ellipsis’ Customer Segmentation incorporates deep analysis of multi-year customer data to gather insights, identify trends, and develop rich data-driven personas. 

Voice of Customer
Voice of Customer

Design and management of bottom-up customer feedback programs in order to deliver an optimal customer experience

Ellipsis’ Voice of Customer approach frequently includes Journey Mapping, to identify key moments of truth. When capturing customer feedback, satisfaction and advocacy are essential.



Ellipsis conducted a deep analysis of 3 years’ customer data to identify four distinct customer segments. Each segment was profiled based on both booking and demographic attributes, including: age, average spend, booking frequency, booking interval, booking lead time and trip destination.

Targeted marketing treatments were then developed for each segment, and expected campaign ROI was modelled.


Additionally, Ellipsis completed customer journey mapping to identify quick win trigger campaign opportunities. These campaigns were designed to be triggered by key customer actions such as requesting a brochure or completing a post-trip survey.

Trigger marketing campaigns were then implemented in conjunction with Engage Digital, our Marketing Automation partner.

 

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