The School of Mobile Vol. 2 - The Detail
Mobilising the Return/Reten�on Phase
Personalisa�on
link to mobile website where she is able to
access her valued customer profile at any
Cap�ve Audience
�me. She signs up to the mobile newsle�er
One-to-One
and is offered to download a loca�on-based
restaurant applica�on that offers discounts
Trust Return/
Dialogue
to restaurant affiliate partners as a reward
Reten�on
for being a valued customer. Marion chooses
Loyalty
to do her next trip with the same company
that has made her feel valued…
Footloose CRM
Constant Comms
Possible Mobile Technologies/Solu�ons
Instant Response
in the oh-so-important stage of driving
return/reten�on:
Summarising this stage of the cycle • Branded mobile games that can be used
to earn loyalty points as part of a mobile
This is the final phase of the travel buying CRM programme
cycle. This is the point in the cycle where the
unknown customer has become the known
• Rewards delivered through the mobile
customer. Mobile offers new and innova�ve
channel
ways through mobile CRM to turn a known,
• Comprehensive mobile loyalty programme
sa�sfied customer into a loyal, returning
delivered through the mobile channel
customer. Mobile is not a replacement for a
currently exis�ng CRM system but instead it
• Special applica�ons/features for apps to
acts as an enhancement and a new channel,
reward customers
a new targeted, intelligent, personalised
• Targeted, rare personalised mobile
way to con�nue and deepen your dialogue
marke�ng offers that take advantage of
and rela�onship with your customers.
CRM customer segmenta�on data and
are context/loca�on enabled
A mobilisa�on scenario
• Click-to-call customer feedback and the
Marion the sa�sfied but not yet loyal mobile
delivery of targeted customer service
customer is dreaming about her next holiday
•
a�er her last amazing experience. She is just
Add mobile access features to exis�ng
star�ng to browse through op�ons when
loyalty/CRM programme
Marion receives an invite to join the loyalty
programme for the travel company to
receive regular offers and discounts on travel
products and products of affiliate partners.
Although she is hesitant, she accepts. A�er
op�ng-in, Marion receives a welcome
message to the loyalty programme with a
Return to Travel Buying Cycle Overview Go to Table of Contents Go to Table of Contents
26 © EyeforTravel Research. All rights reserved. © EyeforTravel Research. All rights reserved. 27
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110 |
Page 111 |
Page 112 |
Page 113 |
Page 114 |
Page 115 |
Page 116 |
Page 117 |
Page 118 |
Page 119 |
Page 120 |
Page 121 |
Page 122 |
Page 123 |
Page 124 |
Page 125 |
Page 126 |
Page 127 |
Page 128 |
Page 129 |
Page 130 |
Page 131 |
Page 132 |
Page 133 |
Page 134 |
Page 135 |
Page 136 |
Page 137 |
Page 138 |
Page 139 |
Page 140 |
Page 141 |
Page 142 |
Page 143 |
Page 144 |
Page 145 |
Page 146 |
Page 147 |
Page 148 |
Page 149 |
Page 150 |
Page 151 |
Page 152 |
Page 153 |
Page 154 |
Page 155 |
Page 156 |
Page 157 |
Page 158 |
Page 159 |
Page 160 |
Page 161 |
Page 162 |
Page 163 |
Page 164 |
Page 165 |
Page 166 |
Page 167 |
Page 168 |
Page 169 |
Page 170 |
Page 171 |
Page 172 |
Page 173 |
Page 174 |
Page 175 |
Page 176 |
Page 177 |
Page 178 |
Page 179 |
Page 180 |
Page 181 |
Page 182 |
Page 183 |
Page 184 |
Page 185 |
Page 186 |
Page 187 |
Page 188 |
Page 189