One record beside the vendor's tills
A Singapore indoor skydiving attraction where nine in ten customers flew once, with booking, payments and tills on an outside vendor's systems.
/work/first-time-flyersCame in new build
- System
- Customer record and messaging beside a vendor's booking and tills
- Ask
- A CRM to bring flyers back
- Region
- Singapore
The piece A fourteen-blade rotor in a ring: fourteen fields on one customer record, the four kept before left cool.
- 4 to 14fields per customer
- 24monthsplatform agreement from go-live
- 8stagesof journeys by 2021
- +1 · +2 · +10 · +120days after the flight
The ask
A CRM to bring customers back more often, joined to booking, payments and tills that an outside vendor would keep running.
The real problem
Almost every customer flew once and nothing reached them afterwards.
The vendor's systems worked and the staff knew them, so the record had to sit beside them with no new steps on site.
Three systems, one record
- Idle
- Live
- Strain
- Fail
BeforeThe website, booking engine and tills kept four fields between them. Once a flyer left, nothing went out.
AfterThe same systems feed one customer record by API and SFTP, which sends every message before and after the flight.
What we built
A customer data warehouse and marketing automation platform beside the vendor's systems. Web and till data merge into one profile per customer, with each visit's date, site and spend, feedback and, with consent, the flight photo.
Rules on the record send each message, timed from the flight, and members run on a track of their own with a live flight balance.
How we made it hold
Nothing changed on site. Staff kept their routines at the till and the kiosk, so the record took its data from booking, check-in and the indemnity form.
Backstage The decisions behind the build, and the hardest problem
Decisions
One system of record, beside the vendor's systems.
The vendor kept booking, payments, check-in and the tills, while the record and every message sat with us.
Data in by API and SFTP, with no new steps on site.
Staff kept their routines at the till and the kiosk.
Every message a rule on the record.
Timed from the flight: before it, then one, two, ten and 120 days after.
Ruled out
Replacing the booking and till systems.
They worked and the staff knew them.
The hardest problem
Knowing who had flown when three systems kept four fields between them. The record joins web and till data into one profile per customer, so a first-timer, a returning flyer and a member each sit on the right track.
The difference
- One profile per customer from web and till data, with fourteen fields where four were kept.
- The vendor's systems stay as they are and send their data by API and SFTP.
- Rules send each message at its stage, across eight stages for flyers and members by 2021.
