What you'll learn in this playbook
Messaging solves the major challenges online travel companies face with FAQ automation.
Travelers need quick answers when booking trips. That’s why Omio felt overwhelmed by messages and questions from customers who needed immediate responses to book their trips.
The company also needed to provide customer experiences that feel personal online to accelerate ticket sales.
So how did messaging help marketers at Omio connect with their audiences and guide them to find travel info fast?
How exactly can messaging achieve the above? Let’s dive into how it works at each step of the customer journey.
Engage travelers with a one to one conversational journey across the customer lifecycle
Here’s how Omio transformed their customer journey from start to finish.
It shows you how to send audiences into Instagram DMs from social posts, reels, ads and Insta Stories, how to engage and qualify them, typical conversion paths, and then how to re-engage them to increase customer lifetime value.
1 | Acquire audience
by starting conversations from reels, posts, stories, ads and inbound Instagram DMs.
2 | Engage & qualify
users to understand their individual needs and personal preferences.
3 | Convert users
by sending them to the most relevant website pages or sending private offers in DMs.
4 | Send notifications
on their preferred messaging app to drive ongoing engagement and upsell them.
5 | Increase loyalty
with tailored and timely offers that grow sales and boost customer LTV.
Now that the steps of the customer journey are clear, let’s look at the type of customer data that is captured at each step.
ONE TO ONE PERSONALIZATION
Capture zero party data in a privacy-safe channel to improve your customer profiles, segment audiences, and reach them directly.
Engaging and qualifying customers in chat with a guided experience helps you capture zero party data on their preferences. You can use this to personalize your buyer journey in real-time.
Below is an example of how to structure the data from chat so you can build audience segments to re-engage customers one to one with push notifications from the messaging app.
This helps maximize conversions during the first engagement. But is also acts as the foundation for your re-engagement strategy. Each data point helps you build hyper-specific segments to personalize follow-up messages.
Segments you build in messaging channels can be continuously monetized over time. Kind of like email marketing, except that comparison doesn’t due the performance of messaging channels justice.
Re-engagement messages on messaging apps have open rates of around 80% with 25-45% CTR on average depending on the level of personalization.
Compare that to average email performance and you start to see why messaging can drive such a big revenue impact.
Omio achieved 94% CTR to relevant landing pages and 62% automation rate without human involvement
Since launching its experience on Instagram with Spectrm, Omio has provided customers with automated answers to frequently asked questions quickly and efficiently. This enabled customers with a great experience on Instagram and reduced the workload on Omio’s customer care team.
Omio uses zero party data from chat conversations to personalize their customer experience: the travel company inspires customers with personalized destination guides, which helped them boost ticket sales.
Omio achieved the following results with Spectrm:
62% of people found answers to their questions with the automated process.
94% click-through rate for people who are directed to a landing page for more information.
Once you’ve proven the impact, how can you scale it?
Grow your messaging audience faster by scaling entry points and channels.
Messaging playbooks help to quickly validate messaging as a revenue channel for your business.
Once you’ve validated the impact of your use case, you can start scaling this to new channels and growing your audience faster by introducing new entry points.
Here’s an overview of how you can connect with customers where they are, in the high intent moments that matter.