#TeamUser — User Engagement Project

A documentary of how it all started, the journey, the learnings from the wins and of course, failures.

In March 2020, pandemic started to spread when airasia was running one of the biggest sale in Malaysia. Later on, the overall sentiment towards airlines became negative while the cases were soaring high.

The Idea

During this period when everyone is having an indefinite time at home, we kicked off some meaningful conversations with our users via a series of emails so we can bounce off with each other to keep in touch.

Hypothesis

Users who are highly engaged with our comms, are more likely interested in the brand and to make purchases from the brand.

Test Segment

Engaged users who have their flights affected during MCO times in 2020.

The Goal

Ultimately, we aimed to drive CLV and to explore best practices of segmentation for content relevance. We also aimed to inject business interests at a very minimal level only when applicable.

The Approach

We decided to have a different visual approach on the content while still adhering airasia’s brand fonts and colours. This is to set the contrast from the usual promotional comms.

The Result

Although these series of emails have an average of 40% open rate and also have generated talkability on social media, the total transactions are below average.

From here, we learnt that:

• Users are more related to airasia when comes to travel. So airasia might not be on top of their mind during this COVID time even though we have branched out to food, fresh, beauty and other businesses.
• Insufficient test segment criteria/Test group size too big/irrelevant. We should further study user segments based on their app usage and purchase behaviour.

Learnings

• Personal level: I learnt that it’s important for a brand to have a healthy relationship with users for them to build trust. Once relationship is there, users are more likely to interact with the brand.
• Project level: Due to travel restrictions, we have numbers of users who have raised tickets for their flight refunds to customer service team. And it’s reasonable that users are not engaging with any of our comms during these refund periods. To prevent from sending promotional comms to these opened ticket users, we excluded these users by assigning users with an attribute whenever they raised a ticket with us.

Credits

Ideation — Janet Wong, Michael Min, Julian Lee
Webmaster — Joanne Chin, Chow Sau Wei, Hakma Johari
Consumer Insights — Jean Chu, Agnes Yap, Disha Bhatnagar
Copywriter — Zoé Ng, Alisha Shaharuddin
CRM segmentation — Janet Wong, Julian Lee
CRM planning, content creating, scheduling, reporting — Janet Wong
Data Science — Mayur Singh
Project managing — Janet Wong, Michael Min
General supervisor — Michael Min, Sue Lin Teo