Segthor > Product Portfolio


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  • Segthor > Product Portfolio

    1. 1. <ul><li>Segthor Globe > Destination Management solution for Public entities </li></ul><ul><li>Segthor Hospitality > CRM customized solution for Hotels </li></ul><ul><li>Segthor Travel 2.0 > CRM customized solution for Travel agencies </li></ul>Global Web Solution for the Tourism Industry
    2. 2. 1. Why Segthor? .: :. <ul><li>Do you really know your customers ? </li></ul><ul><li>Do you know who are your most valuable customers ? </li></ul><ul><li>Can your system treat your customers in your customer database, by their preferences, tastes, actions and other characteristics ? </li></ul><ul><li>Can you analyze data on potential costumers and interact with them? </li></ul><ul><li>Can you promote special offers by customer segment?...and for individual customers? </li></ul><ul><li>Can you influence your customers decision making process? </li></ul><ul><li>Do you use your actual customers to promote your business? </li></ul><ul><li>Do you manage complaints effectively? </li></ul><ul><li>Can you monitor your customers activities when making a reservation? </li></ul><ul><li>Create customer loyalty </li></ul><ul><li>Increase customer satisfaction . </li></ul><ul><li>Capture new clients </li></ul><ul><li>Increased profitability . </li></ul>
    3. 3. 2. What is Segthor? .: :. To maximize our clients profits by using relational marketing through state of the art technologies and innovative management concepts Our Mission... Monitor and analyze your global tourists and entities data (hotels, travel agents, etc…) and create global campaigns for end customers in all the world. Get to know your most valuable customers and make more profits by creating new sales opportunities using CRM and web reservation tools. Create and sell tourist products and campaigns using the most sophisticated dynamic packaging tools on the web. Are you a public entity ? Are you a hotel or hotel group ? Are you a travel agency ? Segthor Globe Segthor Travel 2.0 Segthor Hospitality
    4. 4. 3. Using Segthor if you are a PUBLIC ENTITY .: :. To maximize customer loyalty to your tourism region and to monitor tourist entities activities The best benefits: Know all your clients Create, organize and segment tourist databases to promote targeted and global campaigns and redefining your tourism products and services. Analyze and manage trends Monitor hotel and tourist entities data to know end-customers preferences, quality of services, performance, customer types and international benchmarking. Create more profits using cross selling 2.0 Promote B2B and innovative cross selling relationships between hotels and other tourist agents to create more value to your offers as a tourism region. Segthor Globe mixes state of the art CRM and Web reservation technology with the latest management and marketing concepts. Segthor Globe: the solution for public entities managing tourism regions
    5. 5. 4. Using Segthor if you are a HOTEL .: :. Generate ROI – Return on Investment more rapidly with database segmentation and powerful web reservation systems The best benefits: Interact with your clients If you know your clients and their preferences you can design and present new services more related to their needs and wishes, creating new sales opportunities. Direct technology Segthor Hospitality gives you CRM, Web and GDS reservation technology directly connected to your PMS and other systems (F&B, Golf, SPA’s, etc…), permitting fast and secure transactions. The power of cross selling Cross selling is most effective for maximizing the value of customers. We offer several solutions for designing and implementing sucessful cross selling strategies. Segthor Hospitality gives you CRM, Web and GDS reservation technology directly connected to your PMS and other systems (F&B, Golf, SPA’s, etc…) Segthor Hospitality: know your best clients to gain more value
    6. 6. 5. Using Segthor if you are a TRAVEL AGENCY .: :. Transform your customers in power sellers using web 2.0 solutions The best benefits: Broadcast yourself Transform your clients into power-sellers, by creating social portals to promote their travel itineraries and multimedia tourism content. Motivate your workers Create motivation programs for your workers, upgrading their abilities to use Web 2.0 to negotiate more and sell more through alternative channels. Automatic dynamic packaging Generate automatic tourist products using our dynamic packaging tools and implementing them through several technological platforms. Segthor Travel 2.0 is a powerful solution to maximize the value of DIY - Do It Yourself clients in traditional travel agencies. Segthor Travel 2.0: the new era of web travel agencies
    7. 7. .: :. Backup slides
    8. 8. Guest Relationship Model .: :. Promotions Management up-sell and cross-sell Buy Decision Recommendation “Tell a Friend” Repeat buy Beginning of trip and stay. End of trip and stay 5. How to use Segthor CRM ? 4 – Post-stay evaluation Evaluation of levels of satisfaction of stay and services rendered. Sharing experiences with other potential buyers. 1 – Destination decision and trip planning Necessity – Choice of Destination Search for Information Evaluation of Offers 2 – Initial Contract Reservations, payment and logistics planning 3 – Experience of trip and stay Comparison between experience and expectations Increased consumption during stay
    9. 9. Destination decision and trip planning Business Opportunities: promotions for potential guests .: :. The hotel executes and mails two promotional activities to existing and potential guest customers x ? x  x The marketing department acquires data base lists of potential guests . Common Situation Future situation with CRM Segthor The control of the replies generated by each of the promotions is done manually . x ? The hotel imports data from the data base. Executes a few trial promotional activities in order to test and decide on the most effective way to communicate with potential customers Segthor groups the replies into the system and produces reports with the results of each activity. <ul><li>For future guest campaigns the hotel knows , for instances, which guests: </li></ul><ul><li>Were the target of campaigns in the last 6 months. </li></ul><ul><li>That participated in the campaign. </li></ul><ul><li>That requested to be excluded from such activities. </li></ul><ul><li>Had incorrect data entered under their name. </li></ul>x x . The hotel learns which is the most effective way to communicate with potential the costumers. 5. How to use Segthor? For future promotions, the hotel has to manually sort out the names to be excluded from the mailing list for each promotion. The manual work adds on to the work load and loss of an objective analysis 1 1 1 1
    10. 10. The Contract Opportunity captured: On-line reservations .: :. $ ? ... ...  !  Our potential guest accesses the hotel Site in order to find out more about the hotel and promotional offers . Common Situation Future Situation with CRM Segthor The guest finds some information about the prices and special offers. Next, he sends an e-mail to get additional information. The hotel provides the information, however does not know the guests preferences. The hotel is not capable to promote the up-se l and cross sell $   In the hotel Site the guest finds special offers that may interest him. He proceeds to make reservations Net (using his personal account area). The reservations office can confirm the request either by telephone or through the guest personal account area in the Site. ? ? The reservations office uses this opportunity to suggest additional activities and services according to the guests preferences.  5. How to use Segthor? 1 2 1 1
    11. 11. Trip and stay experience Business development: Personalized value proposals .: :. The guest arrives at the hotel and wants to know more about in-house sports and entertainment activities, available. Common Situation The guest checks in. Reception gives him the keys to his room. During check in the guest is identified as a value client and the receptionist has instructions to upgrade the room previously allocated to him. x 1.. 2.. 3.. The guest asks reception for suggestions of activities and requests brochures.    The hotel presents the guest with previously selected activities related to his preferences.  The guest appreciates the personalized service. 5. How to use Segthor? Future Situation with CRM Segthor  1 1 3 1
    12. 12. Post stay evaluation Campaign directed at frequent guests. .: :.    The hotel decides to promote special activities to frequent user guests . The hotel sends a communication to all guests in the data base promoting a specific activity . The control of the replies is made manually . The hotel executes one promotion directed to the specific interest groups, one golfers and the other couples close to celebrating wedding anniversaries. Segthor sorts out the replies by interest group and produces feedback reports.  The reservations office confirms guests reservations.  The hotel does the follow-up on the feedback. ? ? The hotel then contacts all the guests that showed interest in participating. The ratio of clients adhering is low because the communication was not differentiated. Personalized communications produce high returns. 5. How to use Segthor? Common Situation Future Situation with CRM Segthor 1 1 1 4
    13. 13. .: :. Post stay Evaluation Follow-up Campaign: Tell a Friend The guest ends his stay at the hotel and leaves his contact. At a later stage the hotel can, via a promotion, request the guest to recommend the hotel to his friends.  The hotel sends a follow up “thank you for your preference” communication Common situation The satisfied client recommends the hotel to his friends. The hotel executes “tell a friend” campaigns to obtain a net work of contacts from the present guest data base ? In future the hotel can not act pro-actively with the guests recommended !  Segthor groups the new contacts in a data base of potential costumers… … that can be used to send hotel advertising material or promotions ? ? ? Example: The hotel personalizes a usual costumer presentation that he can send to his friends The hotel is not able to recognize the origin of the recommendation 5. How to use Segthor? Future Situation with CRM Segthor 1 2 3 4
    14. 14. Post stay evaluation Customer satisfaction evaluation questionnaire .: :.        The hotel hands out questionnaires to its guests .  The guest ends his stay and the hotel requests him to fill in a satisfaction questionnaire. The recovery of the completed questionnaires is done and processed manually. The hotel hands out guest satisfaction questionnaires to the guests. The questionnaires can be sorted by interest groups. Segthor treats the answers in the system and produces reports with the results by interest groups.  % Turismo The results of the questionnaires are mainly for internal purposes. The results of the questionnaires may be divulged internally, communicated to the guests and published or used for advertising purposes The completed questionnaires may also be used to determine each individual guest profile. x It is difficult and time consuming to introducing in the system the information received. 5. How to use Segthor? Common Situation Future Situation with CRM Segthor 1 1 1 4
    15. 15. 6. The implementation of a CRM solution. .: :. Besides the advantages already mentioned, it needs to be understood that adhering to Segthor it is not comparable to the acquisition of a technological platform… . … with Segthor you acquire a service! <ul><li>When choosing Segthor: </li></ul>Service Description HelpDesk and user support User call center support service as well as a helpdesk for the reporting and solution of technical problems. Infra-structure Hosting Secured space for the infra-structure, reserved in a data processing center, backed by the most advanced technological, logics and physical, security systems. Communication via the Internet Linked to a Internet Service Provider for dedicated Internet access Preventive and corrective Aplication Maintenance Error prevention and correction. On-going technological up-dating On-going hardware technological updating and software actualization. Service Level Agreement System availability metrics definition.
    16. 16. Example: Expected benefits from a promotional event .: :. 5. Reservations control 4. Mailing 3. Communication 2. Identification of your target market 1. The Event March The PGA European Tour Participation by the best European PGA players Identify, from your customer data base, all contacts with a preference for Golf. (The association to the golf segment was obtained; from a previous stay, from the tour operator or by the guest when registering in his personal area in the Hotel Site) Personalized e-mails or letters that should include relevant Hotel and other information. The promotion should appear in the news section of Hotel Site and if appropriate be mentioned on previously sent newsletters The system sorts out and registers all the replies from customers who want to participate as well as all unanswered returned mail. This information will assist in providing willing targets for future promotional activities, thus reducing communication costs. Propose a promotional package stay for the duration of the tournament, including transfers to and from the course. The entry tickets to the course should be included as well as a proposal for a trip plan and associated costs.. <ul><li>Nº of Clients in DB: 15.000 </li></ul><ul><li>Golf Segment: 10% (1500) </li></ul><ul><li>20% of 1500 costumers have e-mail </li></ul><ul><li>Promotional Rate: Room: $70 </li></ul><ul><li>No replies due to inaccurate costumer data: 25% </li></ul><ul><li>Letters mailed: 1200 </li></ul><ul><li>E-mails sent: 300 </li></ul><ul><li>Total mail successfully sent: 1125 </li></ul><ul><li>Costumer participation rate: 3% </li></ul><ul><li>Total nº of reservations: 34 </li></ul><ul><li>Nº of persons per reservation: 1,7 </li></ul><ul><li>Average days per stay : 6 nights </li></ul><ul><li>Margin of contribution p/ room: 65% </li></ul>Results Profit: $13,863 Revenues : 34x1,7*6*65% = $15,663 Costs: 1,5€ * 1200 (letters) = $1,800 7. Cost/Benefits
    17. 17. 8.3 “ Myth” vs. “Reality” .: :. Myth <ul><li>A CRM solution is only about technology </li></ul><ul><li>It is difficulty to set up a CRM strategy. </li></ul><ul><li>CRM is only for big business groups. </li></ul><ul><li>CRM is only a buzzword and I can survive without it. </li></ul><ul><li>With what it costs to implement CRM I rather employ someone do the job. </li></ul><ul><li>A CRM solution is much more than technology, it is a business strategy. </li></ul><ul><li>Segthor does it all for you . </li></ul><ul><li>Small and medium sized hotels, due to being patronized by a more specific market, and having lower operating costs per room, derive high benefits from a CRM strategy. </li></ul><ul><li>A CRM strategy is becoming a necessity in order to sustain profitable growth. (source: Forrester) </li></ul><ul><li>An additional worker does not provide an Internet Site or a customer data base. Also it can not execute marketing initiatives automatically nor provide the organization with the tools to help set up a CRM strategy . </li></ul>Reality
    18. 18. <ul><li>Client information data base </li></ul><ul><ul><li>Personal data </li></ul></ul><ul><ul><li>Profile </li></ul></ul><ul><ul><li>Preferences </li></ul></ul><ul><ul><li>Interaction history </li></ul></ul><ul><ul><li>Relationship </li></ul></ul><ul><li>Customer value grading and segmentation model </li></ul>9.1 Available Services .: :. <ul><li>Costumer loyalty support programs </li></ul><ul><li>Electronic newsletter capacity </li></ul><ul><li>Costumer life cycle management </li></ul><ul><li>Promotional campaigns execution </li></ul><ul><li>Activities reports </li></ul><ul><li>Promotional activities results and results analysis </li></ul><ul><li>Costumer information </li></ul>Information Gathering Relational Marketing Management Information Multi Channel Platform Internet integrated transactional Site Client and partner, Call-center support On-site (at work) support