The School of Mobile Vol. 2 - The Detail

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Chapter 3 - Mobile Technology and Solu�ons
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• Rapidly develop an opt-in community and database
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• Increase loyalty, the key here is that mobile CRM offers innova�ve ways to become part of a
customer’s mobilised lifestyle
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• Reduce cost of customer acquisi�on, customer reten�on and repeat sales
• Increase produc�vity and efficiency of your staff and systems that have the role of suppor�ng
exis�ng and prospec�ve customers
• Offer a more personalised level of concierge and lifestyle services
(Source: New Media Ins�tute & Gold Mobile)
What follows are some examples of how you can implement mobile CRM within a travel business.
Like the various tools and technologies associated with mobile marke�ng, the following list is by no
means exhaus�ve.
Web – If you imagine an airline website or that of a tour operator or indeed any other player in the
travel industry it is possible to add strategically placed mobile ‘Opt-in’ registra�ons and ‘Send-To-
Phone’ bu�ons throughout your website.
Call Centre – A car rental firm implements ‘Send-to-Phone’ func�onality and use templates to your
customer service representa�ves.
Direct mMail – Allow people to ‘opt-in’ to receive mobile updates in dis�nct, relevant categories,
this enables you to let your customers know that you understand them and will only send content
that is of par�cular interest to them. This process of socialisa�on can be crucial in turning sa�sfied
customers to loyal customers. An example could be a cruise company that sends messages to
customers about new cruising des�na�ons and associated cultural, culinary or shopping based
informa�on, tailored depending on the customer profile.
Email – Add opt-in mechanisms for mobile alerts and highly-targeted informa�on. This is rela�vely
easy to implement considering the degree of exper�se that many travel companies have with email
based marke�ng and CRM. The key is relevance through targe�ng.
Newsle�ers – Add a mobile or WAPsite newsle�er alterna�ve on your website with exis�ng opt-in
forms.
Training – Combine mobile text, videos, and applica�ons to serve up instruc�ons, on-going
educa�on and training. This is a good way to reach out to your customers and create a stronger
brand rela�onship.
Loyalty Programs – Develop a mobile loyalty program that allows customers to obtain points,
look-up and prize redemp�on from any mobile device or add these mobile access features to your
exis�ng loyalty system. This offers huge poten�al in the travel industry and major interna�onal
hotel chains such as Hilton and Starwood hotels are already incorpora�ng loyalty features into
their mobile offerings by allowing ‘preferred guests’ the op�on to check loyalty points through the
mobile websites of the hotel chains.
(Source: New Media Ins�tute and Gold Mobile)
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