Elevating Travel Experiences with Adobe Journey Optimizer

Client Overview

The client is a global travel company offering a wide range of services, including flight bookings, hotel reservations, and vacation packages. They aimed to improve customer experience by delivering personalized travel offers and communications through multiple channels.

Objective

To implement Adobe Journey Optimizer (AJO) integrated with Adobe Experience Manager (AEM) to create personalized customer journeys, optimize travel offers, and enhance customer engagement across web, mobile, and email channels.

Solution Overview

Step 1: Adobe Journey Optimizer Setup

• Environment Configuration:

We set up Adobe Journey Optimizer and integrated it with AEM to leverage content management capabilities for dynamic journey creation. The environment was configured to handle large volumes of customer data and real-time interactions.

# Initialize AJO environment

adobe-ajo --init --env=production

• Data Integration with AEM:

Adobe Journey Optimizer was integrated with AEM to access and deliver personalized content based on customer journeys. This integration allowed for the seamless creation and delivery of travel offers across different channels.

@Component(immediate = true)

public class JourneyContentService {

    @Reference

    private AEMContentService contentService;

    public void deliverPersonalizedContent(String journeyId, String customerId) {

        Journey journey = ajoClient.getJourney(journeyId, customerId);

        String personalizedContent = contentService.getPersonalizedContent(journey);

        ajoClient.deliverContent(journey, personalizedContent);

    }

}

Step 2: Mapping Customer Journeys

• Journey Mapping:

We mapped out key customer journeys, such as searching for flights, booking hotels, and planning vacations. Each journey was designed to trigger personalized offers and communications based on customer interactions with the website and mobile app.

var flightBookingJourney = {

    "trigger": "flight_search",

    "steps": [

        {

            "action": "sendEmail",

            "templateId": "template_flight_offer",

            "delay": "1 hour"

        },

        {

            "action": "sendSMS",

            "message": "Complete your flight booking and save 10%!",

            "delay": "24 hours"

        }

    ]

};

adobe.journeyOptimizer.createJourney(flightBookingJourney);

Step 3: Real-Time Personalization

• Dynamic Content Delivery:

AEM’s dynamic content capabilities were used to deliver personalized travel offers in real-time. For example, if a customer browsed vacation packages in Europe, they would receive tailored offers for hotels and tours in that region.

adobe.target.applyOffer({

    "mbox": "travel-offer",

    "params": {

        "destination": "Europe",

        "travelDates": "2024-09-15 to 2024-09-25"

    },

    "offer": {

        "content": "Save 15% on your European vacation with exclusive hotel deals!"

    }

});

• Cross-Channel Consistency:

Personalized travel offers were synchronized across web, mobile, and email channels. This ensured that customers received consistent messages regardless of how they interacted with the brand.

public class MultiChannelJourneyService {

    public void syncJourneyAcrossChannels(String journeyId, String customerId) {

        Journey journey = ajoClient.getJourney(journeyId, customerId);

        syncToWeb(journey);

        syncToMobileApp(journey);

        syncToEmail(journey);

    }

}

Step 4: A/B Testing and Optimization

• A/B Testing Offers:

We conducted A/B tests within AJO to determine the most effective travel offers and messaging strategies. For example, one test compared the effectiveness of a percentage discount versus a free upgrade offer.

adobe.journeyOptimizer.createABTest({

    "journey": "hotel_booking_journey",

    "variants": [

        {

            "offer": "Save 10% on your hotel booking!",

            "content": "email_template_v1"

        },

        {

            "offer": "Get a free room upgrade!",

            "content": "email_template_v2"

        }

    ],

    "metrics": {

        "conversionRate": "bookingsCompleted"

    }

});

• Journey Optimization:

The results from the A/B tests were used to optimize the customer journeys. For example, if the free upgrade offer led to higher bookings, it was adopted as the primary offer for that segment.

public class JourneyOptimizationService {

    public void optimizeJourney(String testId) {

        Report report = adobeAnalytics.getABTestReport(testId);

        ajoClient.updateJourneyBasedOnReport(report);

    }

}

Step 5: Monitoring and Continuous Improvement

• Journey Performance Monitoring:

Adobe Analytics was used to monitor the performance of customer journeys. Metrics such as booking rates, email open rates, and customer satisfaction scores were tracked to measure the success of the journeys.

public class JourneyAnalyticsService {

    public void monitorJourneyPerformance(String journeyId) {

        Report report = adobeAnalytics.getJourneyReport(journeyId);

        report.getMetrics().forEach(metric -> {

            System.out.println(metric.getName() + ": " + metric.getValue());

        });

    }

}

• Iterative Improvement:

Based on the analytics insights, the customer journeys were continuously refined to improve engagement and conversion rates. This included adjusting the timing of offers, the content of messages, and the channels used for communication. 

adobe.journeyOptimizer.optimizeJourney({

    "journeyId": "vacation_planning_journey",

    "metric": "conversionRate",

    "threshold": ">=15%"

});

Challenges Faced

Complex Journey Mapping: Mapping complex customer journeys with multiple touchpoints required detailed planning and coordination between AJO and AEM.

Real-Time Data Handling: Managing real-time data streams from multiple channels and delivering personalized content in a timely manner was challenging, but was addressed through optimization of AJO and AEM integrations.

Conclusion

This case study highlights the successful integration of Adobe Journey Optimizer and AEM for a global travel company. By mapping personalized customer journeys and delivering tailored travel offers, Surge Software Solutions helped the client increase bookings, enhance customer engagement, and improve overall satisfaction.