A presentation to TMI 2007 by Richard Veal CRM – Making Friends and Influencing People
Workshop Format u u Introductions Presentations u CRM – The Foundations for Success u Understanding the Customer u Segmentation u Incentivising your Visitor Discussion with the audience – Your Experiences Questions
Introductions u u Richard Veal – MD of New Mind Ben Moxon – Business Development Director at Arkenford
CRM – The Foundations for Success u Why are you doing CRM? u u u Because everyone else is doing it To Improve Service To Target Effectively To Foster Loyalty To Cut Costs To Increase Revenue
Strategy not Software u A customer-centric approach is a pre-requisite for a successful CRM implementation u u u Call Centres TICs Visitor Guides Web Sites DMS Animation
Strategy not Software u Think of the Answer and then ask the Question
Don’t forget the Staff u CRM is only as good as the worst prepared member of staff
Understanding the Customer u Move away from a generalised profile of your customer to a holistic view incorporating u Behavioural data u Attitudinal data u Value based data u Know the customer’s buying cycle from awareness to postpurchase u Know what will influence the customer behaviour u Advertising u Checkout Optimisation
What sort of data should we collect? u Tailor data collection to the task in hand u e. Newsletter may only need an email address u Brochure fulfillment will need a full postal address u Hotel Bookings will need credit card details and a contact phone number etc. u 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.
Demographic Data u u u u Age Gender Geographic Location Income Marital Status Family Size Ownership (home, car, pet etc)
Behavioural Data u u u u Order and Booking Information Web Site Searches Viewing Provider Pages Brochure Requests Tourism Products placed into an Itinerary Information Requested by Email Data from historic interactions with segmented customers allows you to profile your providers
Attitudinal Data u Survey Response u Types of questions depend upon the u Type of product on offer u Gravity of the Buying Decision
Ben Moxon - Arkenford u Presentation
Ben Moxon - Arkenford
Incentivising your Visitor
Media Rich World u u u u u Photography Animation Video Streaming 360 Degree Panoramas Virtual Tours Audio – voice-overs, music Pod Casts Downloadable Brochures Maps Directions
Where are the value adds? u u u u u Itinerary Planning Tools Mobile Applications e. Newsletters Audio Tours / Pod Casts Downloadable Brochures / Maps Prize Draws / Competitions e. Mail this page e. Postcards Viral Games
Discussion Point 1 u 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?
Any Questions?
Thank You
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