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© Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Practical CRM Steve Dobson Director of Technical Development

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Presentation on theme: "© Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Practical CRM Steve Dobson Director of Technical Development"— Presentation transcript:

1 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Practical CRM Steve Dobson Director of Technical Development steve.dobson@anitesystems.com

2 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Travel is changing …

3 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com First seen as a shift in buying habits 1980 1997 2001 1999 1995 Electronic Multi-channel Distribution iDTV Web/Email Mobile Holiday Brochures Call Centres Agents

4 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com 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

5 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com But first, back to basics …

6 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com 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 ?

7 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com 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”

8 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com How can travel use CRM ?

9 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com 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

10 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com How can travel use CRM ? 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

11 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com The CRM Cornerstone …

12 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Travel 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

13 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com 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

14 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com An example consolidated view of a customer

15 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com An example consolidated view of a customer

16 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Data Protection Act 1998 Anyone 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”

17 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Consider customer preferences THE DMA Direct Marketing Association MPS - Mailing Preference Service TPS - Telephone Preference Service FPS - FAX Preference Service eMPS - e-Mail Preference Service

18 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com 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 for this relationship – that's CRM”

19 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Next steps for your CRM initiative …

20 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.comMarketing 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

21 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com System 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

22 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com And finally, don’t forget the bigger picture …

23 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com 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

24 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Anite’s solution - Anite’s solution - @com

25 © Copyright 2002 Anite Business Systems Limitedhttp://www.anitetravel.com Thank you – any questions ?

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