Winner Profile

Ryanair and Swrve

Localizing Real-time Relevance to Increase Customer Loyalty

Campaign Overview

With over 55 per cent of its digital traffic coming from mobile devices, Ryanair turned to Swrve to improve its connectivity, increase mobile revenue, and elevate customer experiences and satisfaction with the brand.

As part of their ‘Always Getting Better’ campaign, the Ryanair team wanted an effective way to measure their customers’ satisfaction with overall experience, boarding, crew friendliness, service onboard and range of food and drink and more, as well as increase app ratings.

With Swrve, Ryanair created geofence-triggered customer satisfaction campaigns that delivered a simple star-based survey at all destination airports. Doing this enabled them to track customer satisfaction and increase app ratings and reviews.

Ryanair set Swrve up to take information direct from customers’ boarding passes, enabling Swrve to create a geofence around their destination airports. Once this geofence is left, a personalised survey notification is triggered. This notification still pops up even without cellular or roaming access because Swrve caches the entire interaction on the user’s device before departure.

Within three months of deploying the customer satisfaction campaign, over 300,000 passengers took part in the in-app survey. There was a 42 per cent engagement rate with the personalised push notification, with 71 per cent of those users going on to complete the in-app survey, compared to less than one per cent engagement rates when sent via email.

Judges’ View: “These awards are judged on Strategy, Innovation, Execution and Effectiveness. This campaign hit all of these touchpoints, delivering the right message at the right time with the right execution, and hitting all the campaign objectives.”

Category

Most Effective Location Campaign

Winner

Ryanair and Swrve – Localizing Real-time Relevance to Increase Customer Loyalty

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