BeStUSeoFDAtAintRAVeLAnDLeiSURe
ShoRtLiSt
norfolklineFerries WinneR
callcreditMarketingSolutions tUitravel
customerinsightstrategy2008 celerity
pluto
tourismireland
Datalytics TUIwantedtosupplydatatoitsfrontlinestaffinresortsandcallcentresto
DevelopingaGlobalDataStrategy allowthemtoimprovethecustomerexperience.Thisbuiltontheexisting
singlecustomerviewbysettingupcontrolledinterfacesforthosehavingdirect
customercontact.Thejudgesadmiredaprojectbasedonusingdata
intellligencetoinformthedialoguewithcustomers“atthecoalface”.
TheprojectwascalledPlutoafterthepetrolsupplychain,“thepipelineunder
theocean”,usedbytheAlliestomovefuelfromSouthernEnglandtoitsarmies
inFranceafterD-Day.Itfollowedthecreationofacustomersingleview
bringingtogetherdatafromall17brandsinthegroup.
Inordertoincreasecustomervalueandsatisfaction,itwasrecognisedthat
dataneededtobetakenoutofnormalmarketingchannelsanddeployedby
customer-facingstaff.Thatmeantcreatingauser-friendlyinterfacefor
operationaltouchpointssuchasresorts,airports,callcentresandretailshops.
Aweb-basedinterfacewiththeTUICSVdatawascreatedthatcoulddeliver
theviewofthecustomerrequiredbyeachbusinessunit.Thissecure
applicationallowedfortrueone-to-oneinteractionswithcustomersand
customisedprintorelectroniccommunicationsbasedonactualbookings.This
alsoreplacedthetime-consumingmanualprocessofcreatingarrivalpacks
withinresots.
TwentydatasourceswereconsolidatedintoaSQLServerenvironmentanda
suiteofPlutoapplicationsandcommondataaccesscomponentsputinplace.
Thedesignisflexibletoallowfornewbusinessunitsandisalsouser-friendlyso
remotestaffcanoperateitwithlittleornotraining.Administrationandsecurity
levelshavebeenbuiltin.
Theprojecthadboard-levelsponsorshipandglobalstakeholders,indicating
itspotentialiffullyrolledout.Basedonresultsfromtheproofofconceptphase,
itisestimatedthat500daysayearwouldbesavedinthereductionofadminby
frontlineteams,withapercentreductioninthecostsassociatedwithdealing
withcomplaints.Itisforecastthata1percentincreaseinretentioncouldresult
–asignificantbenefitacross5.6milliontransactions.A1percentincreasein
excursionrevenueisalsoexpectedfromidentifyingcustomerswiththeright
profiletooffertheseadditionaloutings.
Sponsoredby:
conSUMeRSKetch
TheConsumersketchdatabaseisauniquesourceofover9millionaffluentindividualswhoha
p
C
ure
O
in
N
form
S
a
U
tion
MERSKETCH vecompletedcustomer
satisfactionquestionnaires. Weoffersuperblyaccurateinformationwithupto200,000recordsaddedmonthly.Withvarious
typesofquestionnairessurveyed,weareabletocoverthewholespectrumoftastesandbudgets,withanexcellentselectabiltiy
ofover200variables,including:a71Agea71Incomea71Occupationa71CreditCardUsersa71Motor/Home/TravelInsurance
a71NewspaperReadershipa71Hobbies/Interesta71Charitiesa71MailOrderBuyersa71PC/Interneta71 TelephoneNo’sa71Email
Addressesa71SMS. Provensuccessfornumeroussectorsincludingfinance,publishing,charities,mailorderandthemedia.
DAtAStRAteGYAWARDS2009|19
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