A CRM JOURNEY TO REMEMBER

 

THE CHALLENGE

 

Travel Counsellors operate a network of over 1,500 independent travel experts, providing personally tailored travel with concierge-level service.

As the business has grown, it has struggled to provide highly personalised marketing, due to limited accessibility of data and insufficient customer insight.

 

 
“Response One have become an integral part of Travel Counsellors’ marketing team. Their development of our marketing hub and Single Customer View has given us the ability to deliver targeted, personalised marketing to our customer base. They are also an absolute joy to work with and feel like a true partner rather than an agency. This is the best partner relationship I’ve had in over 20 years of working with agencies big and small!”
— Sarah Keedy, Marketing Director
 
 

THE IDEA

 

We knew Travel Counsellors wanted to overhaul their marketing activity, which was based around traditional, calendarised campaigns with only basic personalisation. We proposed our vision of a new strategy:

Single Customer View - providing Travel Counsellors’ marketing team with the data visibility that they had been lacking.

Analytics - allowing campaigns to be created based on deep customer insight.

CRM consultancy - including a redesign of the customer journey and the development of concepts into powerful marketing campaigns.

CRM platform - for running personalised, triggered campaigns.

 

 
 
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WHAT HAPPENED

As we began implementing the new strategy – designing and building the Single Customer View; developing campaign concepts; profiling and segmenting the data – we became more and more drawn into the project. Because this isn’t just about “rolling out a CRM” (as if there’s such thing as “a” CRM!). We spend hours of time building our understanding of their business, their data and their challenges: truly working as partners.

This has allowed the project to be fluid, as we react to new challenges and ideas from Travel Counsellors. For example, the Preference Centre, which began as a small project on the side, has developed into a cornerstone of the new marketing strategy. We managed the design and build of this online form, which allows customers to specify their travel preferences. The data feeds into the CRM platform – where it plays a key part in several campaigns – and feeds back to the individual Travel Counsellors themselves, giving them direct insight into their customers’ travel wishes.

 
 
 

 

WHAT'S NEXT

We will be rolling out the entire project to five other markets – Australia, Ireland, The Netherlands, South Africa, and United Arab Emirates – tailoring the systems and strategy to each one. And we won’t be sitting still with the UK project: amongst other things, we will be developing some exciting Experience Marketing campaigns.

In addition, our data compliance consulting will provide Travel Counsellors with advice on how best to prepare for GDPR, ensuring that best practice is followed.

 
 
 
CRM

CRM

ANALYSIS

ANALYSIS

DATA GOVERNANCE

DATA GOVERNANCE

ACTIVATION

ACTIVATION

DATA SOLUTIONS

DATA SOLUTIONS