02 / APPLIED AI · GLOBAL BLUE

Making tax-free journeys more relevant

Using customer signals and journey context to make communications more useful and improve engagement with the refund process.

STRATEGY & EXECUTIONCOMMERCIAL OUTCOMESSELECTED CASE STUDY

40% → 50%Reported email open rateReported project outcome; validate scope and period before external use.

+10 bpsReported average refund-completion improvementContextual metric.

01 / CONTEXT

The challenge

Tax-free refund journeys involve multiple steps and local information needs. Generic communications can miss the traveller’s language, context or timing.

02 / ROLE

My contribution

Led a customer-engagement approach using logistic regression and random forest for audience classification, personalized email/WhatsApp content and timing, and a retrieval-augmented chatbot concept for local information.

03 / IMPACT

Outcome & context

Reported email open rate increased from 40% to 50%. Refund completion improved by more than 10 basis points on average during the first six months, according to the project summary.