Don t forget your B2B customers

Transcription

1 Don t forget your B2B customers How to use technology to be more customer centric Kevin O Sullivan CEO, Open Destinations

2 Today s discussion How tour operators can use technology to deepen relationships with B2B customers Case study Destination Asia Personalisation in a B2B environment Building B2B client profiles Touchpoints for personalisation Using data to improve the end user experience

3 About Open Destinations Team of 400+ spread between London and Goa offices 10,000+ users per day using our software in over 30 countries Leading worldwide technology supplier for tour operators, wholesalers & DMC s Reservations systems & applications for all areas of operation ie. modules for call centre, B2B booking engines, CM integrations, B2B XML, mobile applications 2015 & 2016 ranked as one of the fastest growing companies in the UK by the Sunday Times BT Business SME Export Track 100 Growing at rate of over 10-15% per year for the last 5 years

4 Open Destinations Portfolio Worldwide clients, outbound specialist operators, DMCs, Wholesalers

5 Why does personalisation matter? Personalisation is the use of behavioural, demographic or even anonymous user data to create dynamic and customized content for each user Improved customer service = customer loyalty According to a study by Janrain, nearly 3/4 (74%) of online consumers get frustrated with websites when content appears that has nothing to do with their interests Increase Revenue Save costs bringing in personalisation at the early stages of travel inspiration (predictive personalisation) Growth of ancillary product sales - hotels and airlines already doing this Accelerate purchasing decisions Save your customers save time and energy Segmenting your visitors according to highly relevant criteria Contextual and behavioural specifics, acquisition channels, different devices, browsing history Customer conversion Easyjet reported 67-1 ROI after introducing personalisation Inclusion of personalised airports in E-shots doubled engagement and increased conversion by 60% The key message is that B2B customers are expecting personalisation :They have same expectations as the end consumer when it comes to personalisation 5

6 Case study Destination Asia How tour operators can use technology to deepen relationships with B2B customers About Destination Asia Leading DMC stretching across 11 countries 29 operating offices with 700+ staff Provide solutions for tour operators, wholesalers, meeting & incentive market Specialise in pan-regional itineraries

7 Project Objectives & ROI Objectives Build loyalty through ease of connection Develop sticky relationships with customers Demonstrate that they understand their customers and can offer the services they need Differentiate themselves in a crowded marketplace Return on investment (ROI) Increase the spend per customer Increased revenue through both the online and offline relationships increase sales of their pan-regional itineraries Improve the response time for new business 7

8 We now have a solid platform to continue building our e-commerce business. Travel Studio has taken us to the next level with connectivity in the worldwide marketplace. ~ Nicholas Mulley Chief Operating Officer, Destination Asia The Solution Single, central XML interface to present their unified service and brand in a single online portal 11 regions working in a single operational environment Personalisation - centralised access to complex customer preferences and historical data Facilitated e-commerce expansion through new B2B website and direct XML connections to customer booking systems

9 Personalisation: know your customer Tour operator preferences Incorporate booking history, quotation history Preferences about where they like to send their clients, preferred hotels, guides, etc Personalise the response Online presentation with B2B customer facing website/service that reflects the personal service Personalised proposals with branding and tailored contact information

10 Personalisation: providing the right product for the right customer Website (B2B portal) Agents receive the right product for them when they login Flexible library of products Flexible options at different touchpoints Decrease time spent on tailoring communication Collateral tailored to customer preferences Library of components for quotes & proposals pre-built trips or trip-lets ie. 3 day Bangkok segment with different hotels

11 Improving the end user experience It s all in the details DMC can use the traveller preference information to create a wow experience Personalised products for travellers Ie. Multi-generational families, 50 th wedding anniversary, accessibility options The end result Exceptional service deepens the relationship Tour operator feels valued

12 Embracing mobile technology Paper itineraries are becoming obsolete New Tineri mobile app from Open Destinations White label product for tour operators to engage with their customers Showcase expertise and provide interactive itineraries Collect real-time feedback and respond to customer demands Opportunity to upsell during tours Reinforce YOUR brand and build customer loyalty

13 In summary: Implementing personalisation in a B2B environment XML connections Streamline operations Direct connection to customers is key to gaining market share The world is all about connectivity Provide one touchpoint to your customers Get all of your offices working in a single operational environment through XML interface B2B website Personalisation Open up your product online and personalise the B2B customer experience Provider account management online as well as booking CRM - Centralised access to customer preferences and historical data to improve conversion

14 Thank you Request our case studies at opendestinations.com Join us for our Tech Week event on 15 th June Register at traveltechweek.eventbrite.com linkedin linkedin.com/company/opendest