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knowledge customer data
ttglive.com
Profiling
Do you really
know clients?
Gathering and maintaining quality, up-to-date identity information about customers
will not only make your targeted marketing campaigns more effective, it could also
prevent you from being a victim of fraud, says Olivia Hemmings
I
f you possess a supermarket loyalty making the most of of insightful information
card, chances are you’ve been sent the data they possess, does not need to be difficult,
money-off vouchers for products you and creating databases time-consuming or expensive.
regularly buy. Tesco and Boots, for that go beyond just a
example, frequently target their customers name, address and
TRAVEL CLUB
Data gathering
with personalised discounts. purchases.
LOYALTY CARD
Karyn Bright is head
Now the music website iTunes has added Professor Moira of marketing and
Genius, a clever technology that remembers Clark of the Henley communications at identity
the songs you purchase and play frequently, Business School, said: management specialist
and then suggests other similar songs to buy “Tesco has 20,000 customer segments company GB Group.
from its online shop. based on behavioural segmentation – what She says: “Data is exchanged from the first
The strategy behind the concept is simple: people buy. moment of engagement with a customer,
use identity information built up about “Customers may not book as regularly from specifics such as their name and
individuals to target them with relevant with travel companies, but they have still passport number, to more general
products and purchasing incentives. It is a been very backward in collecting that sort information about what type of holiday
sophisticated method of retaining customers of data and putting it to good use.” they like.”
and building brand loyalty. Some agents may see this sort of activity As Bright points out, there is a whole host
Of course, the concept of customer as beyond their capability or budget. of information available to agents – the key
relationship management, or CRM, is hardly But according to experts, is knowing how to access, interpret and
new to the travel industry. But experts keeping a clean database make the best use of the data, so customers
believe travel companies are not which holds a wealth feel their best interests are in mind.
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