Considering, Understanding and Competing on Customer Journeys

Service Excellence stream

Digital technology has made the world of travel transparent, consumers empowered and businesses scrambling with the new complexity of how to reach the most profitable consumers, turning them into valued customers and avid advocates. Businesses with a customer centric approach who understand their customers’ journey from awareness, inspiration, consideration to purchasing and beyond as well as the customers’ touchpoints along the journey are gaining competitive advantage. Different touch points at the varying stages of the journey require different branded content, interaction and customisation in a variety of channels. Those touchpoints in turn also provide businesses with opportunities to gain greater insight into the customer’s wants, needs and desires to deliver a superior personalised experience during their travels.

Siggi Frede

Strategy and Marketing Consultant | Effektiver
Siggi Frede

Siggi is a senior tourism marketing and business manager qualified with a Master in Business Administration at Torrens University Australia. She has over 25 years of sales and marketing experience, spanning a diverse range of business development and marketing roles within airlines, private marketing and PR businesses and government in both Germany and Australia. Following three years as the Regional Manager Central Europe at the South Australian Tourism Commission, Siggi has moved from Munich to Adelaide to take on the role of International Operations Managers at the South Australian Tourism Commission, which she has held for nine years. In the role she has been leading and empowering a geographically dispersed team of PR, marketing and trade events professionals with diverse backgrounds and skills to successfully deliver integrated strategic marketing and partnership projects.

Earlier this year, Siggi commenced a lecturing role at the International College of Hotel Management, and is now sharing her knowledge and experience in strategy, brand management, customer relationship management and entrepreneurship. Her strategy and marketing consultancy ‘Effektiver’ partners with tourism businesses with a focus on improved planning, execution and education helping to achieve growth targets and financial goals.

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