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THOMAS COOK

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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

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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

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How should be the CRM for Travel Industry????????

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“...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.”

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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

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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

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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.

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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

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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.

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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

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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

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Brothers Path for Thomas Cook

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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

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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

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Loyalty Program Management

• Thomas Cook offers credit card in association with ICICI Bank Limited

• Thomas cook membership club.

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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

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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

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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.

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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.

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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.

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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.

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