Case Studies
Growing Revenue through Customer Loyalty
Amigo enabled Hertz to test and implement an innovative new approach to their loyalty program, Gold Plus Rewards.
Loyalty is a strategic objective in travel. Price comparison websites and aggregators are commoditising the sector. Brand value is being diluted as digital acquisition costs rise.
The Hertz brand is storied and strong. Yet customers booking through a website are hyper-focussed on their job-to-be-done. They are unlikely to sign-up to a rewards program if it means navigating away from their core booking path.
Hertz used Amigo to test a new digital journey that integrated the loyalty scheme sign-up flow into the checkout path. The Amigo platform made this experiment possible by mapping data from disparate systems without requiring changes to or integration with back-end legacy IT.
The Idea
Integrate the loyalty scheme into the core customer journey.
| Strategic Goal | Customer Loyalty, sign-ups to the loyalty scheme |
| Customer Pain Point | Friction, time spent waiting at pick-up location |
The Execution
Use Amigo to overlay a new digital journey on the core booking path. Inform users of the benefits of the loyalty program and weave signing up into the core checkout path. Split test with Amigo.
| Delivery Speed | 2 weeks by Amigo using the Amigo platform |
| Markets | UK, Europe, Asia, Oceania, South America |
| Measurement | Bayesian AB test using Amigo Stats Engine, with Google Analytics integration |
The Outcome
Prove value against key strategy metric and in revenue terms. Roll out journey globally with Amigo.
| Strategy Metric | Loyalty Scheme Enrolment up 59.6% |
| Revenue Effects | Revenue per Visitor up 12.1% |
| Maximise Reward | Roll out to 100% of customers rapidly with Amigo |
Increasing Conversion through User Experience
Amigo enabled NH Hotels to test and implement an experimental new user experience (UX) for customers browsing room and service packages online.
A better UX is a strategic necessity. Travellers’ expectations of UX quality are rising. Apps from AirBnB and Uber onwards have set new standards for ease of use. Digital customer experience is the battleground where disruptive competitors have chosen to engage enterprise travel businesses.
Booking travel can be complicated, so in this sector simplicity is a crucial factor in good UX. NH Hotels provide customers with a wealth of choice, in hotels, rooms, and level of service. While valuable, this risked being difficult to navigate online.
NH Hotels used Amigo to test a new digital experience that simplified and better organised room and rate display online. Thanks to the Amigo platform’s light-touch, non-invasive delivery, a freshly-designed experience went live months earlier than it might have under traditional enterprise development conditions.
The Idea
Make it easier for customers to compare their different room and service options.
| Strategic Goal | Better Customer Experience, clearer website UX |
| Customer Pain Point | Confusion, difficult to compare lots of different prices |
The Execution
Use Amigo to overlay a new digital experience on room rates shopping pages. Make it easier to compare different options. Split test with Amigo.
| Delivery Speed | 1 week by Amigo using the Amigo platform |
| Markets | ES, UK, FR, DE, NL, IT, PT |
| Measurement | Amigo-enabled AB test with Google Analytics integration |
The Outcome
Prove value against key strategy metric and in revenue terms. Use insights to optimise key points in the flow with Amigo.
| Strategy Metric | Time-to-purchase reduced. |
| Revenue Effects | Conversion rate up 6.8% |
| Maximise Reward | Roll out to 100% of customers and optimise with Amigo |
Accelerating Digital Transformation through Rapid Validation
Amigo enabled Brittany Ferries to test and validate their future customer experience months ahead of schedule.
Brittany Ferries launched a wide-ranging digital transformation programme aimed at enhancing every aspect of the customer experience from researching to booking, checking-in, sailing, holidaying and returning home. Despite its long-term, strategic nature, digital transformation lives or dies by short-term results, action and proof with hard data.
In the travel sector, it can be difficult to make rapid progress in the digital customer experience due to the complexity of distribution and its technical implications. However rapid delivery is crucial. Without early validation, businesses are exposed to the risks of investing in sub-optimal experiences.
Thanks to the Amigo platform working on top of existing systems and across Europe, Brittany Ferries tested their ideas for new digital experiences across key touchpoints. These experiments generated the hard data that ensured the digital transformation agenda stayed on the right course.
The Idea
Validate new designs rapidly to de-risk and keep momentum in digital transformation.
| Strategic Goal | Pace of Change, rapidly delivering and validating new experiences |
| Customer Pain Point | Experience, online UX |
The Execution
Use Amigo to overlay and measure new digital experiences at key touchpoints.
| Delivery Speed | 1 week by Amigo using the Amigo platform |
| Markets | UK, FR |
| Measurement | Amigo-enabled AB test with Google Analytics integration |
The Outcome
Prove value against key strategy metric and in revenue terms. Use insights to optimise key points in the flow with Amigo.
| Strategy Metric | Delivery schedule brought forward by months |
| Revenue Effects | Realise value of a better experience earlier |
| Maximise Reward | Roll out to 100% of customers and optimise with Amigo |