All my life I’ve always wanted to be a Creative and I did work in creative field for 4.5 years. I always have a great interest in email — from content, design, coding to strategy, the full aspect 🙂. One day, I took a leap of faith and dived myself into CRM. I was really questioning myself in my first few months at airasia as a CRM but slowly I realised that I don’t necessarily have to stay as a Creative to be creative.
Thanks to my teammates continuous support, I was able to have the playground and the tools that I could learn, explore and work with.
The background
Things started to change when pandemic hits. To adapt the situation and for the long run, we started to realise that we have to find ways to understand our users better based on their overall preferences since flights/travels is not on top of their minds.
The idea
We increase engagement with users by creating an interactive website for users to fill up their user preferences via a series of questions. In return, we get to personalise the content and bring it back to users.
Casual & easy to use
Since our users engage well with our brand which is casual, simple and straightforward, we have taken the website on a more laid-back, easy understanding approach. For data collection, we use URL parameters to deliver so users could skip logins for easy access!
Attention to details matters
From the site…
This includes every small interactions that users will get. Ideally for every little things we present to users, users are supposed to feel it. In this case, we want users to have fun while going through it.
… down to the way the comms are crafted
We believe night time is for relaxation, creativity and intimacy so we wanted to engage users similar way we talk to our friends, or even loved ones.
How the site is contributing for different businesses in airasia
The site would help internal business teams to be able to customise the content, promos or even study insights based on the collected data.
For example, the Bucket list page. If user has picked destinations that are not covered by airasia, Flights team can study the demand and potentially push for some new route launches. Then, airasia will be able to send priority access comms to these engaged users to enjoy exclusive offers.
The response
From the 1st kick-off in October 2020 to date, we have ~60% click to completion rate* in average!
*Click to completion rate = no. of users filled up the page / no. of users clicked on comms
Learnings
Personal level:
As someone who spent mostly on creative side of world and has just started handling a project like this which involves cross-functional team + requires tons of logical thinking, I learnt that it’s important to constantly think from developer/technical point of view(someone who needs the logics in order to kick-off and bring things from A-Z and eventually bring to live). These are the fundamentals I need to know in order to be able to create more in the future.
Team level:
It’s important to create a space for feedback, bouncing off ideas, suggestions and solutions. This project has made the team grow via learnings from different expertises within the team.
Project level:
Based on the performance, we learnt that our user response rate is affected by the no. of pages on screen sizes. We learnt that the more questions that users have to go through and the smaller the screen size, the more likely they will drop off. To ensure data are collected as much as we can, API for data collection has been implemented on each pages.
Credits
Ideation — Janet Wong, Michael Min
Webmaster — Ajeng Ardhia, Joanne Chin, Chow Sau Wei, Hakma Johari
Developer — Jason Neoh
Data Engineer— Kee Zhao Ho
Events design & tracking — Rohit Sridhara, Naresh Kumar, Khairil Azizan
Product — Tarun Valecha
UI/UX design — Janet Wong
Copywriter — Zoé Ng
CRM segmentation, planning, content creating, scheduling, reporting — Janet Wong
Project managing — Janet Wong, Michael Min
General supervisor — Michael Min, Sue Lin Teo
Webmaster — Ajeng Ardhia, Joanne Chin, Chow Sau Wei, Hakma Johari
Developer — Jason Neoh
Data Engineer— Kee Zhao Ho
Events design & tracking — Rohit Sridhara, Naresh Kumar, Khairil Azizan
Product — Tarun Valecha
UI/UX design — Janet Wong
Copywriter — Zoé Ng
CRM segmentation, planning, content creating, scheduling, reporting — Janet Wong
Project managing — Janet Wong, Michael Min
General supervisor — Michael Min, Sue Lin Teo
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