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ttglive.com
customer data knowledge
ing of what makes that client tick.
“The more targeted you can DATA PROTECTION
make your communication to Bear in mind when processing personal
them, the more likely they are to
information about customers that you must adhere
read it and buy.”
to the Data Protection Act. This is based on eight
principles that ensure the personal information is:
Of course, the services of a
consultancy like GB Group may
■ Fairly and lawfully processed
be beyond the budget of a small, ■ Processed for limited purposes
independent agency.
■ Adequate, relevant and not excessive
But consultants can still be used
■ Accurate and up to date
■ Not kept for longer than is necessary
Minimum details that Bright says agents to carry out benchmarking exercises for rela-
■ Processed in line with an individual’s rights
should be making a note of include: tively low costs, and you don’t have to cough
■ Secure
■ Not transferred to other countries without ■ The standard of hotel clients like to stay in up for the more basic insights: a systematic
adequate protection
■ The type of holiday they usually opt for approach to collecting and cleaning data
■ The size of their budget should be routine housekeeping for a busi-
For more information, visit
ico.gov.uk
■ Whether they have children ness, irrespective of size or bank balance.
■ Any special needs
Protection and security “They are not foolproof so due diligence is
How to use the data As well as the cost savings on all the waste also needed on the agent’s part to look out
When it comes to analysing data, agents will that is removed with an up-to-date contacts for anything that causes concern,” he says.
then be better placed to offer relevant and file, the added advantage of verifying He advises agents to be particularly
well-timed incentives, however simple they identity details is the potential to prevent cautious with high-value late bookings,
may seem. These might include offering dis- yourself from being a victim of fraud. especially as they might not have time to
counted car hire following a hotel booking, Bright says that if an agent is dealing with make all the necessary card checks. He
highlighting discounted room upgrades a new customer and isn’t familiar with their advises looking out for clients who:
shortly before a customer is due to arrive, or holiday buying behaviour, it is wise to check ■ Request to pick up the ticket from the
sending targeted mailshots to cruisers about their credit card’s authenticity. airport
ship launches they would be interested in. For example, when asking for a client’s ■ Are reluctant to provide a home address
Importantly, good data analysis will also name and address, it’s worth checking that ■ Refuse to give a landline number
highlight those customers who make the the address actually exists, and that the ■ Say they are booking for someone else
biggest contribution to a company’s bottom client does indeed live there. At the same ■ Use another card
line – people who should be nurtured time, make sure the credit card is registered Abrahamson says sometimes these cases
above all others. to that address. will be genuine, so agents should be careful
How frequently a client should be Bright also advises checking the accuracy about rejecting them.
contacted, the best times to call them, and of email addresses and mobile numbers. But if in doubt, an agent can ask for a
whether they are more likely to respond to With accurate identity information, she “code 10” authorisation when putting
email or post, all this information can be believes that tracing customers with unpaid through a transaction. To verify the
established too. debts is relatively simple. payment, the card centre will ask the agent
Bright adds: “If you have good, clean, ac- But Steve Abrahamson, risk manager at questions to which they need to give only
curate information that’s fully verified, and Abta, warns that professional fraudsters yes/no answers, so as not
which you can add to as the relationship de- can still sometimes pass through these to arouse suspicion from
velops, you will build up a good understand- security checks. the customer.
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