Practical CRM

1. Practical CRM Steve Dobson Director of Technical Development steve.dobson@anitesystems.com

2. Travel is changing …

3. First seen as a shift in buying habits 1980 1995 1997 1999 2001 Electronic Multi-channel Distribution Mobile Agents Web/Email Call Centres Holiday Brochures iDTV

4. The Martini Factor … • TRAVEL AGENT • Local • Multi Vendor • CALL CENTRE • Human Contact • Immediate • WEB & e-MAIL • 24 x 7 x 365 • Visual, Convenient CUSTOMERS • iDTV • From the Home • Family Access • MOBILE • On the move • Yet to be proven • Any time, • Any place, • Any where

5. But first, back to basics …

6. How do you measure the size of your business? Is your company customer focused ? “We carry 100,000 pax” or “We carry 100,000 customers”

7. 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. How can travel use CRM ?

9. 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. 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. The CRM Cornerstone …

12. 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. 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. An example consolidated view of a customer

15. An example consolidated view of a customer

16. 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. 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. 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. Next steps for your CRM initiative …

20. Marketing • 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. 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. And finally, don’t forget the bigger picture …

23. 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. Anite’s solution - @com

25. Thank you – any questions ?