CDP Roadmap Vision

Sunwing asked to evluate and blueprint their future CDP and CRM platform, envisioning optimizing wallet share and average order value of the future traveler.

The Ask.

Define the future-state “north-star” CDP platform based on a modern travel experience to advance business goals and deliver pragmatic releases as the pandemic eases. Integrate reservations, customer care and loyalty into a single cohesive experience.

A modern Customer Data Platform is foundational to today’s business sustainability.

Technology has integrated into every aspect of our lives that require a rich CDP that can personalize and optimize the travel experience for every traveler. As travelers, our expectations and even behaviors have changed in the wake of the epidemic. It is critical to the business that we navigate with a vision of these new travel expectations.

The Challenge.

From flipping through a search engine or social media, customers are having gaps in conversations with brands. Connecting their “where, what, how, or what else” can be easily missed in understanding their expectations.

To improve behavioral outcomes with our customers, we must journal these moments with business-aligned metrics and marketing communications.

Sunwing’s “Under Our Wing” vision of supporting customers through every step of the journey will be connected to our marketing success metric. Our CDP platform will support these communications to customers’ pivotal moments by connecting a guided discussion every step of the way.

Workshop it.

Gather insights about the Next Generation Traveler Guest and generate themes that will help define the opportunities that bring Touch & Tech together
Blueprint it.

Create a customer journey/blueprint that identifies specific pain points in the guest and employee journey that result from the Touch & Tech disconnect
Micro Journey it.

Deliver a customer CDP-centric vision and key opportunities in pivotal moments that demonstrate what a seamless guest experience could look like with optimization in wallet share and average order value.
Prioritize, Playbook it.

Create business cases and a roadmap that demonstrates the value of developing a phased approach to CDP with personalized CRM.

Journey Approach

Interviews conducted with stakeholders from across the organization including Touch, Digital, Brand, and Operations
Digital Ethnographies of Sunwing guests from across the country partaking in ‘missions’ and recording their experiences
Shadowing, interviews, and a workshop with Sunwing stakeholders across data, marketing, sales, airline and resort teams.
Desktop research consisting of internal and external sources of information, data and respected opinions