This is an individual assignment and we expect you to submit a max 10 pages ppt (or pdf)
\npresentation. Keep it simple and follow the flow or instruction questions. You will be scored for
\nanswering each report out question that would be summed up in the final and total score. Report
\nout questions and scoring rules are visible on this and the next page of this ppt.
\nImagine that you are Head of Digital business at a Travel industry company. Travel industry ideas
\ncould be connected with any sub-segment of the travel \/ hospitality industry like online booking
\nplatform, hotel, resort, agency or like you are transporting customers to vacation.
\nYour task is to develop an innovative customer digital initiative using one or two of the customer
\nnetwork behaviours strategy in the travel industry, in other words, how do you reach the digital
\ncustomers today?
\nReminder: The five customer network strategies are:
\n\u25aa Access \u2013 faster, easier, on-demand
\n\u25aa Engage \u2013 a source of valued content
\n\u25aa Customize \u2013 adaptable to customer needs
\n\u25aa Connect \u2013 valuable part of customers\u2019 online & social conversations
\n\u25aa Collaborate \u2013 invite customers to help build your business and your enterprise<\/div>\n
<\/div>\n
Report out:<\/div>\n
1. What are your customer objectives?
\n\u25aa Lead generation, customer acquisition, improve
\ncustomer service, grow share or spend of
\nexisting customers <\/div>\n
2. Who are your focus target customers? <\/div>\n
3. Which customer network behavior you used?
\n\u25aa Choose one or two <\/div>\n
4. What is your digital innovation?
\n\u25aa How are you faster or what kind of content you
\nwould create, how you are personalized? <\/div>\n
5. Who will you need to make this idea to happen?
\n\u25aa What are the skills, the resources (from within
\nor outside the business) that you might need to
\nbring this initiative to life?<\/div>\n
<\/div>\n
Scoring: <\/div>\n
Business objectives defined with short explanations why 10 pts <\/div>\n
Target customers specifies including relevant aspects of demographic profile, digital behaviour, technology use, and other
\nassociated characteristics of the customers are defined 10 pts <\/div>\n
One or max two customers network behaviours selected, including short rationale why 20 pts <\/div>\n
Innovation is well described with rationale 40 pts <\/div>\n
List the entities required inside and outside the business for the success of the innovation are explained in details. 10 pts <\/div>\n
Executive summary submitted with recommendation 10 pts <\/div>\n
TOTAL: 100 pts<\/div>\n
<\/div>\n","protected":false},"excerpt":{"rendered":"
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