© copyright 2002 anite business systems limited practical crm steve dobson director of technical...

© Copyright 2002 Anite Business Systems Limited http://www.anitetravel.com

Practical CRMPractical CRM

Steve DobsonDirector of Technical Development

[email protected]


Travel is changing …Travel is changing …


First seen as a shift in buying habits First seen as a shift in buying habits

1980 1997 200119991995

Electronic Multi-channel Distribution

iDTV

Web/Email

Mobile

HolidayBrochures

CallCentres

Agents


The Martini Factor …The Martini Factor …

Any time,Any place,

Any where

WEB & e-MAIL- 24 x 7 x 365- Visual, Convenient

CALL CENTRE- Human Contact- Immediate

TRAVEL AGENT- Local- Multi Vendor

iDTV- From the Home- Family Access

MOBILE- On the move- Yet to be proven

CUSTOMERS


But first, back to basics …But first, back to basics …


How do you measure the size of your business?How do you measure the size of your business?

“We carry 100,000 pax”or

“We carry 100,000 customers”

Is your company customer focused ?


CRM splits three ways …CRM splits three ways …

“The technological solution is an important enabler for a CRM initiative but must be seen as part of a wider project involving working practice changes and the development of new products”


How can travel use CRM ?How can travel use CRM ?



• Customer service- Recognising preferences- Efficient complaint handling- Handle feedback via Customer Service Questionnaires- Provide consistent and informed service levels

• Marketing- Loyalty Schemes- Reducing churn- Apply purchasing preference knowledge gained from

existing customers to generic prospect lists- Apply purchasing preference knowledge gained from

existing customers to develop new product



• Operational efficiency- Reduce call times through re-use of data

- Passenger names- Next of Kin- Passport numbers

- “Fast Track” check-in

• Increase Sales- Move business model from Booking to Selling- Up sell excursions both pre-departure and in

resort


The CRM Cornerstone …The CRM Cornerstone …


Travel Aware Customer DatabaseTravel Aware Customer Database• Each person has a Unique Reference Number

- Details held include :- DOB, Sex, Marital status, Nationality, Occupation, suppression flags, passport details and next of kin

• Persons are grouped together at householder level- Consolidated view of all persons in household with profiling

(Mosaic, Acorn, Prism)

• Full Booking history- All bookings taken including additional revenues earned in resort

through excursions

• Detailed Mailing / Campaign history- Mailing, Mail pieces and campaigns

• Enquiry tracking- Contact tracking, Brochure requests

• Response tracking- Customer Service Questionnaires


Which enables customer service …Which enables customer service …

• Consolidated view of the customer- Universal, secure access via a standard browser interface- Integration with Reservations System- Integration with e-Commerce channels- Integration with content management system- Brochure request handling

• Customer Interaction Management- Corporate awareness training

• Customer Complaint Handling- Complaint workflow management- Detailed tracking of all correspondence, including hand written

letters and photographs.- Automatic forwarding to resort for investigation and responses


An example consolidated view of a customerAn example consolidated view of a customer


Data Protection Act 1998Data Protection Act 1998Anyone processing personal data must comply with the eight enforceable principles of good practice.

They say that data must be:

• fairly and lawfully processed; • processed for limited purposes; • adequate, relevant and not excessive; • accurate; • not kept longer than necessary; • processed in accordance with the data subject's rights; • secure; • not transferred to countries without adequate protection.

“Appoint a Data Controller today to take responsibility for compliance”


Consider customer preferencesConsider customer preferences

THE

DMADirect Marketing Association

MPS - Mailing Preference Service

TPS - Telephone Preference Service

FPS - FAX Preference Service

eMPS - e-Mail Preference Service


Don’t forget agents !Don’t forget agents !

• They are customers as well

• You :-- send them brochures- create special campaigns- can consistently recognise their phone number- communicate via e-mail- send them on educationals- pay them commission

““It’s reasonable to maximise your ROI It’s reasonable to maximise your ROI for this relationship – that's CRM”for this relationship – that's CRM”


Next steps for your CRM initiative …Next steps for your CRM initiative …


MarketingMarketing

• Loyalty Schemes

• Use insight and intelligence gained from existing customers to:- Reduce Churn- Process generic mailing lists- Determine propensity to buy- Targeted campaigns with improved ROI

• Apply this same insight and intelligence to develop new product


System IntegrationSystem Integration

• Telephone ACD- Inbound Caller Identification- Outbound predictive dialling- Automated questionnaires

• Web chat- Online text chat- Co-browsing, driving the web site for the

customer• e-Mail

- Links to Microsoft Outlook


And finally, don’t forget the bigger picture …And finally, don’t forget the bigger picture …


The Travel solutions of today need joined up thinking …The Travel solutions of today need joined up thinking …

• Looking for product- Dynamic Content Management

• Hooking the client- Customer Relationship Management

• Booking the holiday- Reservations & increased flexibility for selling

• Delivering across all channels to market- call centre, www, GDS & XML

• Speed to market - Avoiding the cost of unnecessary delays

• Improved decision support- Facilitates faster management decisions

• Integrated business solution- Reducing costs and improving efficiency & profitability


Anite’s solution - Anite’s solution - @com


Thank you – any questions ?Thank you – any questions ?

© copyright 2002 anite business systems limited practical crm steve dobson director of technical...

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