Success Story: SNCB
When automation gets visual
WHY DEVELOPING PERSONALIZED VIDEOS?
Personalization goes well beyond emailing campaigns greeting the audience by first name. Personalized videos provide a unique experience. They are based on exploitable data to be integrated into the video, in real time or not, and represent an unmissable opportunity to offer a new digital experience to its audience. This is the challenge that SNCB wanted to take up with Actito.
Based on the principle that personalized content is more engaging, more easily reusable and easily measurable, SNCB's ambition was to add good, efficient and innovative digital communication.
It is thanks to a collaboration between various actors that our client SNCB has enabled his original project to materialize.
HOW TO SET UP PERSONALIZED VIDEOS?
Concretely, how did the SNCB do to set up this personalized video project? It all starts with setting up a customer journey, which begins with the purchase of a ticket to one of SNCB International's biggest destinations. A few days after the trip, the customer receives an email allowing him to access a web page on which his own personalized video is hosted. From there, a cross-sell strategy is established: the personalized video offers him another destination, while encompassing his trip in an ecological dimension, carrying the values put forward by SNCB.
THINGS TO KEEP IN MIND
Click in the video, optimize the flow, achieve a click rate of 25% ... Improvements are possible in such a project and SNCB does not abandon its objectives and is aware of the importance of testing and of the reports to be analyzed on such a big project.
The teams also noticed that the five-day delay did not always allow the customer to go back to purchasing a new ticket to a suggested destination. The reminders are therefore possible and relevant.
Obviously, the particular situation has forced SNCB to put this personalized video project on hold, but the objective is not postponed and resumes more beautifully, they also plan to decline this innovative digital personalization on social networks. A picture is worth a thousand words so discover without further delay the explanation of Grégory Wuurman's story by Alexia Hanssens, Customer Success Manager at Actito, in video.