Integrating CRM
Technologies to Improve
Your Distribution Strategy

        Chloe Lim, Managing Director
                 ...
Of the world’s population have
             access to the Internet

Source: http://www.internetworldstats.com/stats.htm
The estimated value of the global on-line
                travel industry



   USD$250
                     Billion
Sourc...
The Asia-Pacific online travel market is
                            greater than



USD$30billion
                       ...
So….



What does this mean?
2
                      3
Online travellers say search engines
      influence their decision
travel related searches
            Undertaken by customers to
             make an online booking
Source: 2007 Google and...
Customers Visit




           Websites whilst making
                     their booking
Source: 2007 Google and comScore ...
Customers Take




       Days to make a purchase decision

Source: 2007 Google and comScore Study
The online travel industry is
very profitable however ……




                   OUR
                CHALLENGE

           ...
Today will cover…




         Who is HotelClub.com?

          Integrating CRM into your distribution
       strategy

  ...
Who is
Established in 1996
Accommodation Specialist
Over 35,000 hotels (in 120 countries)
Consumers in 230 countries
12 Languages...
Who is HotelClub?


HotelClub is a global online accommodation specialist
with over 10 years experience.

We do our best t...
Who is HotelClub?

Accommodation Specialist

  Global Content
 Real Rewards
                Service
Competitive Pricing
Who is HotelClub?
The Question of the day




          How to integrate CRM
       technologies to improve your

     distribution online?
What is




CRM
Customer Relationship Management


{   provides businesses with the
    opportunity to enhance or build
    their relation...
CRM allows an organisation:

  A. To understand customer behaviour
     and purchasing patterns

  B.   Build Trust and en...
…the internet has given the travel industry
the opportunity to




                      Build and enhance our
           ...
KEY FACTS
  A. Customers have too many choices
     and too little time

  B.   Most offerings have similar quality
      ...
CRM can be used to improve
   your distribution strategy
and build customer satisfaction
{                                           }
    A Distribution Strategy defines how
    an organisation creates and sati...
CRM
 A. Provides an organisation with the
    opportunity to TALK to their customers

 B.   Effective CRM allows the custo...
{   Customer Satisfaction is the degree
    to which a product or service meets
    a customer’s expectations.            }
CRM Does Not
       Guarantee Repeat Business

But



      Customer Satisfaction does
BUT
It can be the cornerstone to
      Customer Satisfaction if there is
              emotional connection

But
We define there are
5   key disciplines of building customer
                    satisfaction Online
Discipline 1:
GET YOUR PRODUCT RIGHT
If a product or brand looks like a duck
 but swims like a dog….customers will
                distrust it!
Discipline 2:
KNOW YOUR CUSTOMER
HOW?
       Registration

Search profiles
               Surveys

       Market research
Discipline 3:
CREATE A DIALOGUE WITH YOUR
         CUSTOMERS
SENDER         MESSAGE        RECEIVER




The traditional communications model is a
                 monologue
SENDER       MESSAGE       RECEIVER




The new communications model is a
           dialogue
Discipline 4:
CREATE TOOLS TO WIN LOYALTY
News
Keep it SIMPLE….Keep it REAL




Flash!
The customer must perceive




                 VALUE
Discipline 5:
TRACK YOUR CUSTOMER
It’s not just knowing who your
           customer is
It’s knowing what they do.
Achieve all this and you get…




                  Customer Satisfaction
Do all of these REALLY well and you have




                       TRUST
{   Trust comes from meeting and beating
    customer expectations every time.
                                           }
Achieve all this and you get…




                    Customer Retention
{                                           }
    Customer Retention is what occurs
    when a customer feels enough
    c...
HotelClub.com Membership
 Program – A Case Study
2.7 Million Australian households
 are Active members of FlyBuys
      using 6 million cards

          2 points for $5
2 points
      for $5
FlyBuys Customers earn every time
       they make a purchase
So….



Rewards in FlyBuys can be hard to achieve

Too much money spent for little rewards!
Of today’s consumers have at least one
             loyalty card
HotelClub.com’s Membership Program has over 5 Million
members globally…

                                           Starte...
12-15
        times
 HotelClub.com Members are
more likely to purchase than any
        other consumer
HOW does HotelClub.com
achieve satisfaction and
repeat business?
                          Get Our Product Right
         ...
How do we get the Product right?



             Provide a fast easy to use website
           Provide content that custom...
How do we know our customer?


                               Registration
                                    Surveys
   ...
How to create a dialogue with
customers?

                     Customer generated hotel reviews
              Best Hotels ...
Tools we use to achieve loyalty?



                    Unique & Free Membership
                                       Pr...
4%
Of a customer’s total booking is
 given back to the customer
           = VALUE
How do we TRACK customers?



           Where users are making bookings for
                       When users are booking...
Join the Club today!
Contact Details:
         Chloe.Lim@hotelclub.com
http://au.linkedin.com/in/ChloeLim
Integrating CRM Technologies To Improve Your Distribution Strategy
Integrating CRM Technologies To Improve Your Distribution Strategy
Integrating CRM Technologies To Improve Your Distribution Strategy
Integrating CRM Technologies To Improve Your Distribution Strategy
Integrating CRM Technologies To Improve Your Distribution Strategy
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Integrating CRM Technologies To Improve Your Distribution Strategy

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A online travel case study on how to use technology to improve customer relationship management and distribution. The presentation was created for eyefortravel conference in sydney, Australia.

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Integrating CRM Technologies To Improve Your Distribution Strategy

  1. 1. Integrating CRM Technologies to Improve Your Distribution Strategy Chloe Lim, Managing Director HotelClub.com
  2. 2. Of the world’s population have access to the Internet Source: http://www.internetworldstats.com/stats.htm
  3. 3. The estimated value of the global on-line travel industry USD$250 Billion Source: PhoCusWright Major Travel Markets of the World 2007
  4. 4. The Asia-Pacific online travel market is greater than USD$30billion per year Source: PhoCusWright Major Travel Markets of the World 2007
  5. 5. So…. What does this mean?
  6. 6. 2 3 Online travellers say search engines influence their decision
  7. 7. travel related searches Undertaken by customers to make an online booking Source: 2007 Google and comScore Study
  8. 8. Customers Visit Websites whilst making their booking Source: 2007 Google and comScore Study
  9. 9. Customers Take Days to make a purchase decision Source: 2007 Google and comScore Study
  10. 10. The online travel industry is very profitable however …… OUR CHALLENGE …Is to meet the needs and desires of the consumer
  11. 11. Today will cover… Who is HotelClub.com? Integrating CRM into your distribution strategy Steps to attaining customers online HotelClub.com Membership Program – A Case Study
  12. 12. Who is
  13. 13. Established in 1996 Accommodation Specialist Over 35,000 hotels (in 120 countries) Consumers in 230 countries 12 Languages, 14 Currencies
  14. 14. Who is HotelClub? HotelClub is a global online accommodation specialist with over 10 years experience. We do our best to get our customers the best hotel stay…at the best rate…and reward them for it. HotelClub has over 5 Million members and provides a choice of accommodation in over 120 countries.
  15. 15. Who is HotelClub? Accommodation Specialist Global Content Real Rewards Service Competitive Pricing
  16. 16. Who is HotelClub?
  17. 17. The Question of the day How to integrate CRM technologies to improve your distribution online?
  18. 18. What is CRM
  19. 19. Customer Relationship Management { provides businesses with the opportunity to enhance or build their relationship with customers. }
  20. 20. CRM allows an organisation: A. To understand customer behaviour and purchasing patterns B. Build Trust and engage with customers C. Enhance the customer experience through localisation of product
  21. 21. …the internet has given the travel industry the opportunity to Build and enhance our relationship with customers.
  22. 22. KEY FACTS A. Customers have too many choices and too little time B. Most offerings have similar quality and features C. We tend to base our buying decisions on prior experience
  23. 23. CRM can be used to improve your distribution strategy and build customer satisfaction
  24. 24. { } A Distribution Strategy defines how an organisation creates and satisfies demand for its products; markets its products from creation to purchase; and how to develop and maintain customer loyalty and satisfaction. .
  25. 25. CRM A. Provides an organisation with the opportunity to TALK to their customers B. Effective CRM allows the customer and the organisation to be in a dialogue C. Part of an organisation’s overall distribution strategy D. Drive customer satisfaction
  26. 26. { Customer Satisfaction is the degree to which a product or service meets a customer’s expectations. }
  27. 27. CRM Does Not Guarantee Repeat Business But Customer Satisfaction does
  28. 28. BUT
  29. 29. It can be the cornerstone to Customer Satisfaction if there is emotional connection But
  30. 30. We define there are 5 key disciplines of building customer satisfaction Online
  31. 31. Discipline 1: GET YOUR PRODUCT RIGHT
  32. 32. If a product or brand looks like a duck but swims like a dog….customers will distrust it!
  33. 33. Discipline 2: KNOW YOUR CUSTOMER
  34. 34. HOW? Registration Search profiles Surveys Market research
  35. 35. Discipline 3: CREATE A DIALOGUE WITH YOUR CUSTOMERS
  36. 36. SENDER MESSAGE RECEIVER The traditional communications model is a monologue
  37. 37. SENDER MESSAGE RECEIVER The new communications model is a dialogue
  38. 38. Discipline 4: CREATE TOOLS TO WIN LOYALTY
  39. 39. News Keep it SIMPLE….Keep it REAL Flash!
  40. 40. The customer must perceive VALUE
  41. 41. Discipline 5: TRACK YOUR CUSTOMER
  42. 42. It’s not just knowing who your customer is
  43. 43. It’s knowing what they do.
  44. 44. Achieve all this and you get… Customer Satisfaction
  45. 45. Do all of these REALLY well and you have TRUST
  46. 46. { Trust comes from meeting and beating customer expectations every time. }
  47. 47. Achieve all this and you get… Customer Retention
  48. 48. { } Customer Retention is what occurs when a customer feels enough confidence in a product or service to purchase time after time.
  49. 49. HotelClub.com Membership Program – A Case Study
  50. 50. 2.7 Million Australian households are Active members of FlyBuys using 6 million cards 2 points for $5
  51. 51. 2 points for $5 FlyBuys Customers earn every time they make a purchase
  52. 52. So…. Rewards in FlyBuys can be hard to achieve Too much money spent for little rewards!
  53. 53. Of today’s consumers have at least one loyalty card
  54. 54. HotelClub.com’s Membership Program has over 5 Million members globally… Started in 2000 IT’S FREE! Growth rates of 195% year on year Real tangible rewards Up to 4% of booking value return in Member Dollars Use of Member Dollars – up to 3 years
  55. 55. 12-15 times HotelClub.com Members are more likely to purchase than any other consumer
  56. 56. HOW does HotelClub.com achieve satisfaction and repeat business? Get Our Product Right Know our customer Create a dialogue with our customers Create tools to win loyalty Track our customer
  57. 57. How do we get the Product right? Provide a fast easy to use website Provide content that customer want The right hotels at the right price 12 Language options Personal contact options in 10 global customer care centres
  58. 58. How do we know our customer? Registration Surveys Search Patterns Travel wants & needs Market Research
  59. 59. How to create a dialogue with customers? Customer generated hotel reviews Best Hotels and Resort Survey, Guides and Awards
  60. 60. Tools we use to achieve loyalty? Unique & Free Membership Program US$1= 1 HotelClub $ Create VALUE SAVE on future bookings with HotelClub Referrals Exclusive deals
  61. 61. 4% Of a customer’s total booking is given back to the customer = VALUE
  62. 62. How do we TRACK customers? Where users are making bookings for When users are booking How often users are booking Why users are booking How users are booking
  63. 63. Join the Club today!
  64. 64. Contact Details: Chloe.Lim@hotelclub.com http://au.linkedin.com/in/ChloeLim

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