A presentation to TMI 2007 by Richard Veal

Workshop Format Introductions Presentations CRM – The Foundations for Success Understanding the Customer Segmentation Incentivising your Visitor Discussion with the audience – Your Experiences Questions CRM – Making Friends and Influencing People

Introductions Richard Veal – MD of New Mind Ben Moxon – Business Development Director at Arkenford CRM – Making Friends and Influencing People

CRM – The Foundations for Success Why are you doing CRM? Because everyone else is doing it To Improve Service To Target Effectively To Foster Loyalty To Cut Costs To Increase Revenue CRM – Making Friends and Influencing People

Strategy not Software A customer-centric approach is a pre-requisite for a successful CRM implementation Call Centres TICs Visitor Guides Web Sites DMS Animation If I’ve got a mouth ulcer then that is more important to me than who’s president of the USA. That’s not being shallow. It’s being human. So many web sites pander to the provider – it’s not for them. A-Z listings rather than giving the customer what is closest to their requirements. If the customer is happy then they are more likely to come for a visit. If they come for a visit they spend money and if they spend money the providers will be happy. Most organisations spend little time thinking of the right questions to ask. They then spend enormous amounts of time trying to re-work the results to get out answers to questions that were never asked in the first place. CRM – Making Friends and Influencing People

Strategy not Software Think of the Answer and then ask the Question CRM – Making Friends and Influencing People

Don’t forget the Staff CRM is only as good as the worst prepared member of staff All the planning, strategising and software in the world won’t succeed if the first person a customer comes into contact with doesn’t know the script. You can imagine an ailing Leisure Park that gets rebranded – Fantasy Island – ‘where all your dreams come true’. The family gets mowed down by the care-taker as they walk in. He’s been there for 20 years, they’ve cut his over-time, shortened his lunch breaks and stopped him smoking on the job. Why should he care? Example of a call-centre who wrote all their contacts down on A4 note pads. If a customer progressed to a booking then the details were entered into the system. All other details were thrown away. Given that the conversion rate was about 25% they were actually throwing away 75% of their potential future customers. Insane. CRM – Making Friends and Influencing People

Understanding the Customer Move away from a generalised profile of your customer to a holistic view incorporating Behavioural data Attitudinal data Value based data Know the customer’s buying cycle from awareness to post-purchase Know what will influence the customer behaviour Advertising Checkout Optimisation CRM – Making Friends and Influencing People

What sort of data should we collect? Tailor data collection to the task in hand eNewsletter may only need an email address Brochure fulfillment will need a full postal address Hotel Bookings will need credit card details and a contact phone number etc. Only ask for the data you will use. Explain how the information they provide will allow you to personalise the message and make it more meaningful for them. CRM – Making Friends and Influencing People

Demographic Data Age Gender Geographic Location Income Marital Status Family Size Ownership (home, car, pet etc) CRM – Making Friends and Influencing People

Behavioural Data Order and Booking Information Web Site Searches Viewing Provider Pages Brochure Requests Tourism Products placed into an Itinerary Information Requested by Email Data from historic interactions with segmented customers allows you to profile your providers CRM – Making Friends and Influencing People

Attitudinal Data Survey Response Types of questions depend upon the Type of product on offer Gravity of the Buying Decision CRM – Making Friends and Influencing People

Ben Moxon - Arkenford Presentation CRM – Making Friends and Influencing People

Ben Moxon - Arkenford CRM – Making Friends and Influencing People

Incentivising your Visitor CRM – Making Friends and Influencing People

Media Rich World Photography Animation Video Streaming 360 Degree Panoramas Virtual Tours Audio – voice-overs, music Pod Casts Downloadable Brochures Maps Directions People want rich, deep provider information. It’s no use going to an attraction to find that you can’t take a pram inside or that they have a ramp but the door is too narrow for your wheelchair. CRM – Making Friends and Influencing People

Where are the value adds? Itinerary Planning Tools Mobile Applications eNewsletters Audio Tours / Pod Casts Downloadable Brochures / Maps Prize Draws / Competitions eMail this page ePostcards Viral Games Give example of the Beatles Story Competition CRM – Making Friends and Influencing People

CRM – Making Friends and Influencing People Bloke in Crete who had been going back to the same every year for 10 years because the room had 2 trouser presses ;-) CRM – Making Friends and Influencing People

Discussion Point 1 People have a natural tendency to want to visit new destinations. Could DMOs work with similar destinations to cross market to each other’s databases? Bloke in Crete who had been going back to the same every year for 10 years because the room had 2 trouser presses ;-) CRM – Making Friends and Influencing People

Any Questions? CRM – Making Friends and Influencing People

Thank You CRM – Making Friends and Influencing People