Airports, travel insurance providers, tourist boards and other organisations with high-volume, travel-related web-sites can differentiate themselves and build an extensive CRM database of customer behaviour by offering their visitors a mobile concierge service.
Airlines and travel agents are best placed to offer mobile concierge services because their booking data contains the customer's travel itinerary - this is essential information if you want to deliver a meaningful, personalised mobile experience. This means airline and travel agent customers have to do very little work to sign up for mobile concierge services.
Customers of other high-volume, travel-related web-sites, need to work harder if they want the mobile concierge service, because they have to enter their itinerary. Typically, this means the travel web-site needs to offer a more compelling service definition to encourage customers to sign-up, but the potential results are well worth it ...
For example:
Consider a travel insurance provider selling annual multi-trip cover. If they offered their customers free access to a mobile concierge service, this would encourage their customers to enter their trip details each time they travel.
Offering this service helps the travel insurance provider differentiate itself from its competitors ... but more importantly, it builds up a detailed CRM database of customer behaviour. Analysing this data will unveil insights that can drive other marketing initiatives or enable products to be tailored to appeal to different customer segments.
In short, by giving their customers something they value, the travel insurance provider gains invaluable customer intelligence in return.
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