1. A presentation to TMI 2007
by Richard Veal

2. 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

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

4. 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

5. 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

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

7. 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

8. 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

9. What sort of data should we collect?
Tailor data collection to the task in hand
eNewsletter may only need an 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

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

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

12. 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

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

14. Ben Moxon - Arkenford
CRM – Making Friends and Influencing People

15. Incentivising your Visitor
CRM – Making Friends and Influencing People

16. 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

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

18. 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

19. 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

20. Any Questions?
CRM – Making Friends and Influencing People

21. Thank You
CRM – Making Friends and Influencing People