Packet Three: Updating Marketing Codes

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Gabriel Montgomery
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1 Packet Three: Updating Marketing Cdes ClientBase Plus QuickStart Custmized Turnkey Prgram Marketing Cdes Skills Overview GOAL: Teach agents hw t update marketing cdes. What t d next? See Setup. Overview Tracking yur clients travel preferences is simple when a checklist f marketing cdes is available t select frm. The Marketing Tab in the ClientBase prfile makes it easy fr agents t check ff client demgraphics and preferences. These cdes can then be used fr future marketing and t help agents qualify clients fr new trips. In this third packet, Updating Marketing Cdes, yu are teaching the agents t master the fllwing skills: T update client prfiles with Marketing Cdes which reflect travel interests. Prfile Marketing Tab Screen Scrll up and dwn Add/delete cdes Summary Marketing Cde Tree (hw t use) Using Marketing Cdes t qualify clients Hw t run client surveys and use them t gather large amunts f infrmatin abut clients. 4/26/

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3 Packet Three: Updating Marketing Cdes ClientBase Plus QuickStart Custmized Turnkey Prgram Marketing Cdes Setup GOAL: Setup ClientBase befre teaching agents hw t update marketing cdes. What t d next? See Class Outline. Setup Befre teaching agents Updating Marketing Cdes, yu need t setup ClientBase Plus (see back fr details): 1) Add/Mdify/Delete Marketing Categries in ClientBase Plus by ging t Glbal Defaults Marketing Categries. 2) Add/Mdify/Delete Marketing Cdes by ging t Glbal Defaults Marketing Cdes. 3) Custmize the default Custmer Survey and add a header/fter by ging t Glbal Defaults Headers/Fters Reprts. 4) Custmize the default Custmer Survey Settings by ging t Glbal Defaults Client Survey Settings. 5) Lgin as SYSDBA, g t Utilities User Lgins User List and fr each agent, click the Prfile Tab Leisure. Select the Marketing tab. This pens the Marketing tab every time a Leisure prfile is displayed. Once displayed it acts as a reminder fr agents t update the marketing infrmatin and use the details t qualify the clients fr travel. Imprtant Nte: Check with yur cnsrtium befre changing branded categries and cdes. 4/26/

4 Setup Marketing Categries/Cdes Tailr the name f each Marketing Categry. Frm the main ClientBase Plus screen, click n Glbal Defaults and then select Marketing Categries. Each table, r grup f Marketing Cdes, fund in the Marketing tab is cnsidered a Marketing Categry. We helped yu get started by naming the first 7 Categries, althugh each Marketing Categry name can be mdified. T mdify the table name f any f the Marketing Categries, highlight the Marketing Categry and click Mdify. A windw appears prmpting yu fr the Categry Name. Enter the desired Categry Name and click OK t save. T add a Marketing Categry, click Add and enter the new name. Tailr the Marketing Cdes included in each Marketing Categry. Frm the Main ClientBase Screen, click Glbal Defaults Marketing Cdes. A list f any Marketing Cdes already setup in the system appears, including the categry name and the cde value. Frm here yu can Add, Mdify r Delete Marketing Cdes. a. T Add a Marketing Cde: Click Add, select the apprpriate Marketing Categry, then enter the desired cde name in the field called Marketing Item. Use the up and dwn arrws t place the cde in a desired lcatin. b. T Mdify a Marketing Cde: Highlight the Marketing Cde yu wuld like t mdify, then click Mdify. Enter the desired cde name in the field called Marketing Item. If any prfiles have been cded with this item, the system prmpts befre saving. c. T Delete a Marketing Cde: Highlight the Marketing Cde yu wuld like t delete, then click Delete. If any prfiles have been cded with this item, the system prmpts befre deleting. Nte: The categry cannt be deleted if there are any checked Marketing Cdes attached. A warning message appears advising yu f the number f prfiles with that marketing cde attached. Any checked Marketing Cdes have t be deleted frm the marketing categry befre the categry can be deleted. Yu can d this glbally by using the Glbal Mdify feature. Custmize Travel Survey 1. Using directins frm the Help Files by clicking n Header/Fter in the Help Files Index and create a Header/Fter fr the survey by ging t Glbal Defaults Headers/Fters Reprts. 2. G t Glbal Defaults Client Survey Setting. Users may define what marketing tables and cdes are included n the Client Survey printut generated by ClientBase Plus. Highlight any marketing tables that yu d nt want included in the Client Survey and click the left arrw t mve them ff f the list f Marketing Categries in Client Survey. Yu als have the ptin f Print nly cdes selected fr prfile, which when selected, des nt print all Marketing Cdes available, but just the cdes selected fr the prfile fr which yu are printing yur Client Survey. These Glbal Defaults can be verwritten each time yu print a Client Survey. Client Surveys can be printed ne at a time frm within a client prfile by clicking the Printer icn n the prfile tlbar, r multiple surveys can be printed frm the results f a query, by ging t Reprts Prfile Client Survey. 4/26/

5 Packet Three: Updating Marketing Cdes ClientBase Plus QuickStart Custmized Turnkey Prgram Marketing Cdes Class Outline GOAL: Teach agents hw t get started with Updating Marketing Cdes. What t d next? See Mnitr Results. Class Outline After setup, yu are ready t hld a staff meeting. Phtcpy, distribute Agent Handuts, and teach Updating Marketing Cdes: In-Huse Trainer Intr: Hw des Updating Marketing Cdes in ClientBase Plus benefit agents? (2 minutes) Helps agents t qualify clients Agency can perfrm target marketing t get right prduct t the right custmers Agents can d target marketing t their wn clients Agents can be pr-active with their wn client lists t stimulate travel In-Huse Trainer Discussin: Review the Marketing Tab screen. (5 minutes) Scrll up and dwn Add/delete cdes (explaining life cycle f a client and hw these cdes change) Use f the tree n the left hand side f the screen (at a glance, agents can view the interests f the client) In-Huse Trainer Discussin: Review f Marketing Categries and Cdes. (5 minutes) Review and define any cdes that might be pen t interpretatin Ask fr suggestins frm agents n what cdes they feel are missing 4/26/

6 In-Huse Trainer Discussin: Ppulating Marketing Tab by Printing a Travel Survey: (5 minutes) What is a travel survey (alternative t asking a series f questins) Hw t run survey with Print Only Cdes What it accmplishes (gathers large amunts f infrmatin abut a client at ne time) Valuable fr existing client t update r a new client t ppulate infrmatin which can be used: In-Huse Trainer Discussin: Ppulating Marketing Tab by talking with Client: (8 minutes) During sales prcess During Welcme Hme call Listen during a cnversatin with a client, take ntes, update prfile Q & A Sessin. (Cap at 8 minutes) In-Huse Trainer Hands On: Have agents practice new skills by calling up existing prfiles and adding cdes and by using rle playing (see Agent Handuts) (10 minutes r practice n wn) In-Huse Trainer Sets Expectatins: Whenever an agent has cntact with a custmer and picks up n an interest while bking a trip, ding a welcme hme call, r just in general cnversatin, agent checks ff marketing cde in Prfile Marketing Tab. (2 minutes) 4/26/

7 Updating Marketing Cdes Agent Handuts 4/26/

8 The Marketing Tables in ClientBase Plus helps yu identify each f yur custmer s unique travel preferences, interests and demgraphics, while at the same time autmatically gruping yur clients with cmmn cdes. Since qualifying a custmer fr a leisure vacatin can be the tughest part f selling leisure travel, access t this valuable infrmatin might just make the difference between clsing a sale r lsing it. These Marketing Cdes make it pssible t cnsistently put the right prduct in frnt f the right client by bth frnt-line agents and any marketing prgrams geared twards generating travel interest. In additin, labels, letters, and s are quickly created t link clients and travel preferences when a ht travel special lands n yur desk. A master set f marketing tables appears in every client's prfile under the Marketing flder. Eight f these tables cme with pre-defined default cdes, but all f them can be custmized t meet yur agency needs. With a simple pint-and-click with the muse, every agent selects frm the same list, and that means client cnsistency and agent simplicity. Example: Greg Burdan calls in and requests sme infrmatin n a trip t the Cayman Islands. He read abut the great destinatin in his favrite Scuba Weekly magazine and figures it wuld be a great place fr a hneymn (may as well squeeze in sme diving). By clicking n the Marketing Tab in Greg s prfile, the agent easily places a checkmark in the bx next t Scuba/Snrkel under the What Interests Table. Nw, when yur agency has a scuba r snrkeling-related itinerary t prmte, rest assured that Greg will be included amng the ther qualified clients yu are tempting with the great deal! 4/26/

Packet Three: Updating Marketing Cdes ClientBase Plus QuickStart Custmized Turnkey Prgram Updating Marketing Cdes Cheat Sheet GOAL: T learn hw t update marketing cdes. What t d next?

As yu are talking with the client, if there is anything checked ff in the marketing table, use this infrmatin t Qualify the custmer. 3.

9 Packet Three: Updating Marketing Cdes ClientBase Plus QuickStart Custmized Turnkey Prgram Updating Marketing Cdes Cheat Sheet GOAL: T learn hw t update marketing cdes. What t d next? Practice, Practice, Practice! Cheat Sheet Steps fr successfully using Marketing Cdes: 1. With every custmer cntact, query (search) fr prfile and update custmer infrmatin r create a new prfile. 2. As yu are talking with the client, if there is anything checked ff in the marketing table, use this infrmatin t Qualify the custmer. 3. If a client bks r inquires abut a particular trip, click the marketing cde that reflects this interest fr future marketing. 4. If a client is waiting fr yu while yu check n availability, print ut a client survey and ask fr an update f his travel preferences. That s a great way t quickly add new Marketing Cdes t yur database. See diagram n back. 4/26/

10 Sample Prfile Marketing Tab with Interests Selected fr Qualifying Yur Custmers: Print Travel Survey Here 4/26/

11 Let s Practice! Exercise #1: Update Marketing Cdes Query yur wn Agent Prfile, and mark yurself as a married cuple, deluxe cruiser wh likes t ski, and cruise. Save. Nw query yur prfile back up and uncheck ski, and check scuba diving. Watch what happens n the left side f yur screen! Save. Nw query yur prfile and add/delete any Marketing Cdes that really d pertain t yu and yur family. Print ut a travel survey n the screen fr yurself. Ntice what this lks like fr what yu ve selected. Exercise #2: Rle Play 1. Partner up with anther agent in yur ffice wh has dne exercise #1. Call up his/her prfile and practice qualifying the custmer by using the Marketing Cdes that yu see checked ff in the Marketing Tab. Example 1: I see yu like t cruise, are yu planning ne sn? Example 2: Yu re a skier. Have yu heard abut ur Aspen Ski Prmtin this winter? 2. Reverse rles. 3. Practice a welcme hme call with yur partner, asking them what they liked and disliked abut the recent trip and update the marketing tables as yu are talking. Reverse rles. 4/26/

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13 Packet Three: Updating Marketing Cdes ClientBase Plus QuickStart Custmized Turnkey Prgram Mnitr Marketing Cdes Results GOAL: Mnitr agents use f Marketing Cdes. What t d next? See Additinal Resurces. Mnitr Results (Inspect What Yu Expect!) After yu have taught agents hw t update marketing preferences, here are sme ideas fr tracking their prgress: Randmly select an agent t sit with and bserve usage f Marketing Table. Review Updating Marketing Cdes with thse agents wh need help. 4/26/

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15 Packet Three: Updating Marketing Cdes ClientBase Plus QuickStart Custmized Turnkey Prgram Marketing Cdes Additinal Resurces GOAL: Prvide additinal resurces fr yu t teach Updating Marketing Cdes. What t d next? See Skills Enhancement. Additinal Resurces Here is a list f additinal resurces available frm TRAMS, Inc. t help yu and yur agents learn basic prfile skills: Fr the In-Huse Trainer: 1. Frm ClientBase prgram: a. In Help Files Cntents, click An In-Depth Lk at Prfiles, Marketing Tab sectin, and Tls t Maintain a Healthy Database, the Glbal Mdify sectin. b. In Help Files Index, type in Marketing Cdes r Marketing Tables. 2. Frm Training: Fr the Agents: a. Listen t shrt recrdings n Marketing Tab in the Prfile sectin n CB Plus CBI Mdules area under Training link. In the Setting Up sectin, listen t recrding n Setting up Marketing Categries & Cdes. b. Attend daily Q & A WebEx Sessins. 1. Frm ClientBase prgram, click Help Files Index: a. In Help Files Cntents, click An In-Depth Lk at Prfiles, Marketing Tab sectin. 2. Frm Training: a. Listen t shrt recrdings n Marketing Tab in the Prfile sectin n CB Plus CBI Mdules area under Training link. b. Live WebEx class - Using Queries t Increase Sales n the Agent Level (reviews using Marketing and Queries with Marketing Cdes) c. Attend daily Q & A WebEx Sessins. 4/26/

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17 Packet Three: Updating Marketing Cdes ClientBase Plus QuickStart Custmized Turnkey Prgram Marketing Cdes Skills Enhancement GOAL: T prvide trainer with additinal marketing cdes skills. What t d next? Start next packet, Getting Started with Reminders & Res Cards. Skills Enhancement As the in-huse trainer, here are additinal skills t enrich the agency database by adding marketing cdes t multiple prfiles at ne time. Use Glbal Mdify t add cdes t multiple clients (fr TRAMS Back Office users). Examples: In Level 2 Travel Histry Query, call up prfiles f clients wh have traveled with a travel categry f Cruise, and use Utilities Glbal Mdify the Marketing Cdes with Cruise in thse prfiles. In Level 2 Travel Histry Query, call up prfiles f clients wh have traveled with a particular vendr, such as Crystal Cruises, and glbally mdify the Marketing Cdes with Deluxe in thse prfiles. In Level 2 Grup Query, call up prfiles f clients wh have traveled in a particular grup and glbally mdify the Marketing Cdes in thse prfiles t reflect interests f that grup. A ski grup wuld all have skiing as a marketing cde. 4/26/

How Does the In-House Trainer Begin?

How Does the In-House Trainer Begin? We at Trams and ClientBase Prducts and Services feel strngly that the easiest and fastest way t get ClientBase Online r ClientBase Brwser up and running is t assign an In-Huse Trainer t implement the prgram.