Instructions:
This is an individual assignment and we expect you to submit a max 10 pages ppt (or pdf)
presentation. Keep it simple and follow the flow or instruction questions. You will be scored for
answering each report out question that would be summed up in the final and total score. Report
out questions and scoring rules are visible on this and the next page of this ppt.
Imagine that you are Head of Digital business at a Travel industry company. Travel industry ideas
could be connected with any sub-segment of the travel / hospitality industry like online booking
platform, hotel, resort, agency or like you are transporting customers to vacation.
Your task is to develop an innovative customer digital initiative using one or two of the customer
network behaviours strategy in the travel industry, in other words, how do you reach the digital
customers today?
Reminder: The five customer network strategies are:
▪ Access – faster, easier, on-demand
▪ Engage – a source of valued content
▪ Customize – adaptable to customer needs
▪ Connect – valuable part of customers’ online & social conversations
▪ Collaborate – invite customers to help build your business and your enterprise
presentation. Keep it simple and follow the flow or instruction questions. You will be scored for
answering each report out question that would be summed up in the final and total score. Report
out questions and scoring rules are visible on this and the next page of this ppt.
Imagine that you are Head of Digital business at a Travel industry company. Travel industry ideas
could be connected with any sub-segment of the travel / hospitality industry like online booking
platform, hotel, resort, agency or like you are transporting customers to vacation.
Your task is to develop an innovative customer digital initiative using one or two of the customer
network behaviours strategy in the travel industry, in other words, how do you reach the digital
customers today?
Reminder: The five customer network strategies are:
▪ Access – faster, easier, on-demand
▪ Engage – a source of valued content
▪ Customize – adaptable to customer needs
▪ Connect – valuable part of customers’ online & social conversations
▪ Collaborate – invite customers to help build your business and your enterprise
Report out:
1. What are your customer objectives?
▪ Lead generation, customer acquisition, improve
customer service, grow share or spend of
existing customers
▪ Lead generation, customer acquisition, improve
customer service, grow share or spend of
existing customers
2. Who are your focus target customers?
3. Which customer network behavior you used?
▪ Choose one or two
▪ Choose one or two
4. What is your digital innovation?
▪ How are you faster or what kind of content you
would create, how you are personalized?
▪ How are you faster or what kind of content you
would create, how you are personalized?
5. Who will you need to make this idea to happen?
▪ What are the skills, the resources (from within
or outside the business) that you might need to
bring this initiative to life?
▪ What are the skills, the resources (from within
or outside the business) that you might need to
bring this initiative to life?
Scoring:
Business objectives defined with short explanations why 10 pts
Target customers specifies including relevant aspects of demographic profile, digital behaviour, technology use, and other
associated characteristics of the customers are defined 10 pts
associated characteristics of the customers are defined 10 pts
One or max two customers network behaviours selected, including short rationale why 20 pts
Innovation is well described with rationale 40 pts
List the entities required inside and outside the business for the success of the innovation are explained in details. 10 pts
Executive summary submitted with recommendation 10 pts
TOTAL: 100 pts