thomas cook crm
TRANSCRIPT
1
THOMAS COOK
2
Introduction
In 1881, Thomas Cook started its India operations, with its first office being set up in Kolkata.
21st October 1978, it was christened Thomas Cook (India) Ltd
Broad spectrum of services that include Foreign Exchange, Corporate Travel, Leisure Travel, and Insurance.
With 97 aircrafts, 2926 stores, 32722 employees and over 19.1 million annual customers, the ThomasCook group is the second largest travel company in Europe
3
CRM in Tourism and Special Issues
The situation in 2002 after 9/11 was not good for the tourisms’ industry
As a reaction the companies increased prices and opened new fields of activity, e.g. no-frills airlines, moreover CRM became a central relevance in the tourism branch.
New guests are not coming automatically, instead of that they have to be won with comparatively great investments
An important driver for tourism in general is the internet, major factor for example the anytime access, updatability and search
4
How should be the CRM for Travel Industry????????
5
“...Customers now take the basics for granted and increasingly want a company to desire to help them [and] to treat them in a personal, caring way.”
6
CRM for Travel Industry……………`
In the competitive travel industry, customer satisfaction no longer guarantees customer loyalty.
In response to this new environment, travel providers are undertaking initiatives centered on identifying, developing and retaining high-value customers, under the overall banner of customer relationship management or CRM.
CRM focuses on three imperatives of customer relationships: 1. Customer acquisition 2. Customer development 3 .Customer retention
7
There are many means of achieving these goals, including:
Understanding customer value and lifecycle to prioritize marketing and service resources
Using customer information to target promotional offers and cross-selling activities effectively
Using customer information in the design and development of products and services
Recognizing customers as individuals at all customer-contact points
Offering personalized or mass-customized service
8
Utilizing multiple alternate channels for marketing, sales and service transactions in order to improve service and reduce cost
Increasing the “share of customer” through greater penetration of travel related products.
9
Company offers several services to its customers
Corporate Travel management
Leisure and travel management
Visa services
Cargo
Domestic tours of India live
Hotel and car rentals
Has tied up with TATA-AIG to provide travel insurance
Travellers Cheques
10
Thomas Cook – Travel Company- CRM
Necessity of a good customer relationship management
In order to achieve more customer satisfaction, the Thomas Cook group tried and has always been trying to improve their customer treatment in many different fields
Thomas Cook group consists of many smaller companies like “Condor Airlines” or “Neckermann”, a lack of appropriate CRM was unavoidable as long as there is no central place to go for customer data and customer complaints.
In 2004 and 2005 respectively, the quality management and the campaign management were launched as separate sections of the company.
11
contd………….
With the help of the CRM tool “Personal Travel Page” by Traveltainment, Thomas Cook provides potential customers with individualized information and personalized offerings.
In addition, the website features corresponding pictures or videos of hotels and the destination’s surroundings as well as information about local car rental services and travel packages. The chosen tour can be ordered online or via phone call
12
Ladder Loyalty
Introduce Offer in specific to particular customers
Identifying the customers desires Expectation Surveys
Heard about , Read about , or had someone recommend
Motivate by differentiating and providing value added benefits
13
Brothers Path for Thomas Cook
14
More for Customer Relationship………………….
INTERACTION
Website Management The website can be an important vehicle for communicating information
such as: Customerization Online booking Cruises Offers Thomas Cook has launched a customer ratings and reviews service on its
own websitewww.thomascook.com to provide a trusted resource for customers researching and booking holidays.
Focus on distribution network
15
Thomas Cook Expands Use of RightNow for Agent Support
With RightNow, agents will have fast access to information essential to serving customers.
This will contain a range of customer related information such as flight details and special travel requirements, and answers to process questions, such as how to handle a refund.
Better equipped agents Win-win situation for customer and agent
16
Loyalty Program Management
• Thomas Cook offers credit card in association with ICICI Bank Limited
• Thomas cook membership club.
17
Campaign Management
Cruise Thomas cook launches 2010 campaign with cruise week special
Thomas cook (26 December) rolled out its new TV ad featuring ex-England
footballer Jamie Redknapp and former pop star wife Louise Redknapp
Thomas Cook launches digital campaign across Microsoft platforms
Thomas Cook Works With Edelman Public Affairs To Campaign For A New
Bank Holiday
18
Feature & Function Promotion
Fly Thomas Cook Discount codes
Vouchers
Corporate tours
Lola promotional staffing team hits the streets recently to promote the
new Thomas cook holiday scratch card
Microsoft has launched an online competition to support its search
engine Bing
19
Recommendation
Tie ups with Entertainment houses
Tie up with Reality shows
Tie ups with Marital sites
Thomas Cook franchise offices for penetration in Tier 2 cities
Multicountry website portals
Interaction Management-- Send personalized mailings and greetings
Online forms should be pre-filled, and personalized messages and
offers targeted to specific individuals.
20
Segmentation
‘Corporate Chieftains’ segment defined as who hold senior positions
in large companies, travel frequently and exclusively in first/business
class; and use a wide range of routes.
Unlikely to respond to discounts (they are not price sensitive), or to
offers of bonus miles (have high balances already), but they respond
favorably to offers of recognition, which confer status and prestige.
‘Staffers’, junior professionals travel in economy on discounted
corporate fares, might be hungry for bonus miles, and the occasional
cabin upgrade.
21
Campaign Management
Simple, one-time email “blasts”, to newsletters sent in multiple languages, to
complex, recurring event-triggered campaigns.
Ensuring that customers are not bombarded with overlapping or conflicting
messages
Integrated templates allow communications to be highly personalized.
Invest in Advertising and promotion in leading Print newpapers/magzines.
Release advertisements or plan marketing campaigns more in tune with target
market. This will lead to more responses to advertisement and a more effective
marketing campaign.
22
Conclusion
Strategic business objective of CRM is to build loyal customer
relationships
Companies must be able to anticipate their customers’ needs
Capitalize on the information assets by pursuing a strategy of
customer intimacy
Use customer knowledge to differentiate and personalize services
Maintain a targeted and relevant communications dialogue, which
reinforces relationship to customer loyalty.
23
Thank You..
Neha 24Neha 24
Pavan 26Pavan 26
Vishal Vishal 31 31
Sneha Sneha 8585
Mansi 96Mansi 96