Goals & Challenges
The primary goal was to improve customer engagement and satisfaction by bridging the communication gap between booking confirmation and pre-departure information.
The main challenge was the limited functionality of our booking system’s email automation, which restricted personalization based on booking and departure dates.
My Role
I led the development of a new post-purchase communication strategy. My responsibilities included:
- Analysis & Strategy:
- Documented existing post-purchase communication workflows and timelines with Draw.io.
- Designed an ideal communication strategy encompassing email, app notifications, SMS, and potential future channels.
- Email Journey & Content Creation:
- Developed a phased email communication plan optimized for the existing booking system’s capabilities.
- Wrote engaging and informative email content for a top-performing tour housed in Google Docs.
- Visual Design & Planning:
- Created mockups in Adobe Illustrator to visualize the email journey and ensure a cohesive brand experience.
Execution
To work around the booking system’s limitations, I designed two distinct email journeys: a booking-triggered journey for inspiration and a departure-triggered journey for essential pre-departure information. I also created engaging content and email mockups.
Existing Customer Journey
Email Mockup
A single-column email with inspirational content about South Africa, showcasing the look and feel of the booking-triggered journey.
Copy Excerpts
I crafted content to introduce destinations, build comfort around travel, and include upsell opportunities.
Discovering South Africa
South Africa is considered one of the world’s top safari destinations with parks and reserves that allow you to see the country’s incredible and diverse wildlife in their natural environment, but there’s so much more to discover on our South African journey from the wildlife you might not have expected to see (think penguins!) to the delicious cuisine and wines (or beer for those who prefer it) to the country’s turbulent history.
Howzit?
South Africa has 35+ languages and 11 official languages, but virtually everyone can speak 2, 3 or more languages including English! Some of South Africa’s most widely spoken languages include isiZulu, the Southern Bantu language of the Zulu people; isiXhosa, the Nguni Bantu language of the Xhosa people; and Afrikaans, derived from the Dutch spoken by 17th century Protestant settlers. A common South African greeting is, “Howzit” meaning “Hello” or “How are you?”
Beyond South Africa: The Smoke That Thunders
On our optional extension, witness the awe-inspiring beauty of Victoria Falls, named after Queen Victoria by explorer David Livingstone, but called “Mosi-oa-Tunya” or “the Smoke That Thunders” by the local people. Located on the Zambezi River between Zambia and Zimbabwe, Victoria Falls is the largest sheet of falling water in the world though it is neither the tallest nor the widest waterfall, and is one of the Seven Natural Wonders of the World. The falls are at their mightiest in March and April, but no matter what time of year it’s best to be prepared to get wet as the base of the falls is always clouded in mist.
Results
While the project was temporarily paused due to the impact of COVID-19, the insights gained informed subsequent evaluations and upgrades of booking systems and tools. The project highlighted the importance of personalized customer communication and the need for improved email automation capabilities.