One of the largest providers of holiday accommodation in Europe realized that personal service and communication based on customer knowledge is indispensable for further growth.
What was the situation
At one of the largest providers of holiday accommodation in Europe, the board and senior management realized that personal service and communication based on customer knowledge is indispensable for further growth. The maturity level is still low, but ambition and priorities are high. Customer data is stored fragmented and is used separately for analyzes and actions. Data quality also deserves more attention. There is a need for a central storage of prospect data, customer data and online behavioral data and the automatic translation thereof into personal communication and recommendations via various customer channels in the customer journey. A solution that works well with other tools in the existing landscape.
What have we done
We have included the management and the organization in this transition in five steps. We did our homework first and immersed ourselves in the company. We have made a scan of both the client’s market and the customer-driven marketing market and listened carefully to the retailer’s ambitions, goals and strategic pillars. We determined what the retailer already did and was able to do in the field of customer centric marketing, how this was organized and which tools and skills were used for this. We then worked out the customer journey, determined use cases and requirements and wishes for the platform, and selected the most suitable platform from the available solutions in the market. In the deployment plan we have described the implementation method, success criteria, possible risks and project governance. To ensure strong support, the management and senior management of the organization are included in every step of the process. After an agreement on the deployment plan, the actual implementation and utilization will start.
What is the result
- Defining a supported vision on creating value and better decisions using reliable unified guest data
- Determation of valuable use cases
- Assessment of requirements and missing tools, skills, processes
- Support in the selection of the most preferred customer data platform
- Contracting support
- Delivery of the Deployment Plan
- Deployment support
[B2C] [HOSPITALITY, TRAVEL AND LEISURE] [ECOMMERCE] [CDP] [CUSTOMER JOURNEY MAPPING] [ANALYTICS] [REPORTING] [ORGANIZATION] [CUSTOMER STRATEGY] [NEW SOLUTIONS] [TRANSFORMATION] [PROJECT MANAGEMENT]