A CRM JOURNEY TO REMEMBER
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.
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.
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.
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.