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• Segthor Globe > Destination Management solution for Public entities
• Segthor Hospitality > CRM customized solution for Hotels
• Segthor Travel 2.0 > CRM customized solution for Travel agencies
Global Web Solution for the Tourism Industry
.: 2 :.
1. Why Segthor?
Do you really know your customers? Do you know who are your most valuable customers? Can your system treat your customers in your customer database, by their preferences,
tastes, actions and other characteristics? Can you analyze data on potential costumers and interact with them? Can you promote special offers by customer segment?...and for individual customers? Can you influence your customers decision making process? Do you use your actual customers to promote your business? Do you manage complaints effectively? Can you monitor your customers activities when making a reservation?
Create customer loyalty
Increase customer satisfaction.
Capture new clients
Increased profitability.
.: 3 :.
2. What is Segthor?
To maximize our clients profits by using relational marketing through state of the art technologies
and innovative management concepts
Our Mission...
Monitor and analyze your global tourists and entities data (hotels, travel agents,
etc…) and create global campaigns for end
customers in all the world.
Get to know your most valuable customers and
make more profits by creating new sales
opportunities using CRM and web reservation tools.
Create and sell tourist products and campaigns
using the most sophisticated dynamic packaging tools on the
web.
Are you a public entity ?
Are you a hotel or hotel group ?
Are you a travel agency ?
Segthor GlobeSegthor GlobeSegthor Travel 2.0Segthor Travel 2.0Segthor HospitalitySegthor Hospitality
.: 4 :.
3. Using Segthor if you are a PUBLIC ENTITY
To maximize customer loyalty to your tourism region and to monitor tourist entities activities
The best benefits:
Know all your clients
Create, organize and segment tourist databases
to promote targeted and global campaigns and
redefining your tourism products and services.
Analyze and manage trends
Monitor hotel and tourist entities data to know end-customers preferences,
quality of services, performance, customer types and international
benchmarking.
Create more profits using cross selling 2.0
Promote B2B and innovative cross selling relationships between
hotels and other tourist agents to create more
value to your offers as a tourism region.
Segthor Globe mixes state of the art CRM and Web reservation technology with the latest management and marketing concepts.
Segthor Globe: the solution for public entities managing tourism regionsSegthor Globe: the solution for public entities managing tourism regions
.: 5 :.
4. Using Segthor if you are a HOTEL
Generate ROI – Return on Investment more rapidly with database segmentation and powerful web reservation systems
The best benefits:
Interact with your clients
If you know your clients and their preferences you can design and present
new services more related to their needs and wishes,
creating new sales opportunities.
Direct technology
Segthor Hospitality gives you CRM, Web and GDS reservation technology
directly connected to your PMS and other systems
(F&B, Golf, SPA’s, etc…), permitting fast and secure
transactions.
The power of cross selling
Cross selling is most effective for maximizing the value of customers.
We offer several solutions for designing and
implementing sucessful cross selling strategies.
Segthor Hospitality gives you CRM, Web and GDS reservation technology directly connected to your PMS and other systems (F&B, Golf, SPA’s, etc…)
Segthor Hospitality: know your best clients to gain more value Segthor Hospitality: know your best clients to gain more value
.: 6 :.
5. Using Segthor if you are a TRAVEL AGENCY
Transform your customers in power sellers using web 2.0 solutions
The best benefits:
Broadcast yourself
Transform your clients into power-sellers, by creating social portals to promote their travel itineraries and
multimedia tourism content.
Motivate your workers
Create motivation programs for your workers, upgrading their abilities to use Web 2.0 to negotiate
more and sell more through alternative
channels.
Automatic dynamic packaging
Generate automatic tourist products using our dynamic packaging tools and implementing them
through several technological platforms.
Segthor Travel 2.0 is a powerful solution to maximize the value of DIY - Do It Yourself clients in traditional travel agencies.
Segthor Travel 2.0: the new era of web travel agencies Segthor Travel 2.0: the new era of web travel agencies
.: 7 :.
Backup slidesBackup slides
.: 8 :.
Guest Relationship Model
Promotions Managementup-sell and cross-sell
Promotions Managementup-sell and cross-sell
4 – Post-stay evaluation4 – Post-stay evaluation
Evaluation of levels of satisfaction of stay and services rendered.
Sharing experiences with other potential buyers.
Evaluation of levels of satisfaction of stay and services rendered.
Sharing experiences with other potential buyers.
1 – Destination decision and trip planning
1 – Destination decision and trip planning
Necessity – Choice of Destination
Search for Information
Evaluation of Offers
Necessity – Choice of Destination
Search for Information
Evaluation of Offers
2 – Initial Contract2 – Initial Contract
Reservations, payment and logistics planningReservations, payment and logistics planning
Buy DecisionRecommendation “Tell a Friend”Repeat buy
3 – Experience of trip and stay3 – Experience of trip and stay
Comparison between experience and expectations
Increased consumption during stay
Comparison between experience and expectations
Increased consumption during stay
Beginning of trip and stay.End of trip and stay
5. How to use Segthor CRM ?
.: 9 :.
The hotel executes and mails two promotional activities to existing and potential guest
customers
x
?
x
x
The marketing department acquires data base lists of potential guests.
Destination decision and trip planningBusiness Opportunities: promotions for potential guests
Common Situation
Future situation with CRM Segthor
The control of the replies generated by each of
the promotions is done manually.
x ?
The hotel imports data from the data base.
Executes a few trial promotional activities in order to test and
decide on the most effective way to communicate with potential
customers
Segthor groups the replies into the system and produces
reports with the results of each activity.
For future guest campaigns the hotel knows, for instances, which guests:
• Were the target of campaigns in the last 6 months.• That participated in the campaign.• That requested to be excluded from such activities.• Had incorrect data entered under their name.
x x
1
1
1
1
.
The hotel learns which is the most effective way to
communicate with potential the costumers.
5. How to use Segthor?
For future promotions, the hotel has to
manually sort out the names to be excluded from the mailing list for
each promotion.
The manual work adds on to the
work load and loss of an objective
analysis
.: 10 :.
$ ?
... ...
!
The ContractOpportunity captured: On-line reservations
Our potential guest accesses the hotel Site in order to find out more about the hotel and promotional offers.
Common Situation
Future Situation with CRM Segthor
The guest finds some information about the prices and special
offers. Next, he sends an e-mail to get
additional information.
The hotel provides the information, however does
not know the guests preferences.
The hotel is not capable to promote
the up-se l and cross sell
$
In the hotel Site the guest finds special offers that may interest
him.He proceeds to make
reservations Net (using his personal account area).
The reservations office can confirm the request either
by telephone or through the guest personal account
area in the Site.
? ?
The reservations office uses this opportunity to suggest additional
activities and services according to the guests preferences.
1
2
1
1
5. How to use Segthor?
.: 11 :.
Trip and stay experienceBusiness development: Personalized value proposals
The guest arrives at the hotel and wants to know more about in-house sports and entertainment activities, available.
Common Situation
The guest checks in.
Reception gives him the keys to his room.
During check in the guest is identified as a value client and the
receptionist has instructions to upgrade the room previously
allocated to him.
x
1..2..3..
The guest asks reception for
suggestions of activities and
requests brochures.
The hotel presents the guest with previously
selected activities related to his preferences.
The guest appreciates the personalized
service.
1
1
3
1
5. How to use Segthor?
Future Situation with CRM Segthor
.: 12 :.
Post stay evaluation Campaign directed at frequent guests.
The hotel decides to promote special activities to frequent user guests .
The hotel sends a communication to all
guests in the data base promoting a specific
activity.
The control of the replies is made manually.
The hotel executes one promotion directed to the
specific interest groups, one golfers and the other couples close to celebrating wedding
anniversaries.
Segthor sorts out the replies by interest group and
produces feedback reports.
The reservations office confirms
guests reservations.
The hotel does the follow-up
on the feedback.
? ?
The hotel then contacts all the guests that showed interest in
participating.
The ratio of clients adhering is low because the
communication was not differentiated.
1
1
1
4
Personalized communications
produce high returns.
5. How to use Segthor?
Common Situation
Future Situation with CRM Segthor
.: 13 :.
Post stay EvaluationFollow-up Campaign: Tell a Friend
The guest ends his stay at the hotel and leaves his contact. At a later stage the hotel can, via a promotion, request the guest to recommend the hotel to his friends.
The hotel sends a follow up “thank you for your
preference” communication
Common situation
The satisfied client recommends the
hotel to his friends.
The hotel executes “tell a friend” campaigns to obtain a net work of contacts from the
present guest data base
?
In future the hotel can not act pro-actively with the guests
recommended
!
Segthor groups the new contacts in a data base of
potential costumers…
…that can be used to send hotel advertising material or
promotions
?
?
?
Example: The hotel personalizes a usual costumer presentation that he can send to his friends
1
2
3
4
The hotel is not able to recognize the origin of the
recommendation
5. How to use Segthor?
Future Situation with CRM Segthor
.: 14 :.
The hotel hands out questionnaires to its
guests.
The guest ends his stay and the hotel requests him to fill in a satisfaction questionnaire.
Post stay evaluationCustomer satisfaction evaluation questionnaire
The recovery of the completed questionnaires
is done and processed manually.
The hotel hands out guest satisfaction questionnaires to the
guests.The questionnaires can be sorted
by interest groups.
Segthor treats the answers in the system and produces reports with the results by
interest groups.
%Turismo
The results of the questionnaires are mainly for internal purposes.
The results of the questionnaires may be divulged internally,
communicated to the guests and published or used for advertising
purposes
1
1
1
4
The completed questionnaires may
also be used to determine each individual guest
profile.
x
It is difficult and time consuming to introducing
in the system the information received.
5. How to use Segthor?
Common Situation
Future Situation with CRM Segthor
.: 15 :.
Service Description
HelpDesk and user support User call center support service as well as a helpdesk for the reporting and solution of technical problems.
Infra-structure Hosting Secured space for the infra-structure, reserved in a data processing center, backed by the most advanced technological, logics and physical, security systems.
Communication via the Internet Linked to a Internet Service Provider for dedicated Internet access
Preventive and corrective Aplication Maintenance
Error prevention and correction.
On-going technological up-dating On-going hardware technological updating and software actualization.
Service Level Agreement System availability metrics definition.
Besides the advantages already mentioned, it needs to be understood that adhering to Segthor it is not comparable to the acquisition of a technological platform…. …with Segthor you acquire a service!
6. The implementation of a CRM solution.
• When choosing Segthor:
.: 16 :.
Example: Expected benefits from a promotional event
5. Reservations control
4. Mailing
3. Communication
2. Identification of your target market
1. The Event
March
The PGA European TourParticipation by the best European PGA players
Identify, from your customer data base, all contacts with a preference for Golf. (The association to the golf segment was obtained; from a previous stay, from the tour operator or by the guest when registering in his personal area in the Hotel Site)
Personalized e-mails or letters that should include relevant Hotel and other information. The promotion should appear in the news section of Hotel Site and if appropriate be mentioned on previously sent newsletters
The system sorts out and registers all the replies from customers who want to participate as well as all unanswered returned mail.This information will assist in providing willing targets for future promotional activities, thus reducing communication costs.
Propose a promotional package stay for the duration of the tournament, including transfers to and from the course. The entry tickets to the course should be included as well as a proposal for a trip plan and associated costs..
• Nº of Clients in DB: 15.000
• Golf Segment: 10% (1500)• 20% of 1500 costumers have e-mail
• Promotional Rate: Room: $70• No replies due to inaccurate
costumer data: 25%
• Letters mailed: 1200• E-mails sent: 300• Total mail successfully sent: 1125
• Costumer participation rate: 3%• Total nº of reservations: 34• Nº of persons per reservation: 1,7• Average days per stay: 6 nights• Margin of contribution p/ room: 65%
Results Profit: $13,863Revenues: 34x1,7*6*65% = $15,663 Costs: 1,5€ * 1200 (letters) = $1,800
7. Cost/Benefits
.: 17 :.
8.3 “Myth” vs. “Reality”
Myth
A CRM solution is only about technology
It is difficulty to set up a CRM strategy.
CRM is only for big business groups.
CRM is only a buzzword and I can survive without it.
With what it costs to implement CRM I rather employ someone do the job.
A CRM solution is much more than technology, it is a business strategy.
Segthor does it all for you.
Small and medium sized hotels, due to being patronized by a more specific market, and having lower operating costs per room, derive high benefits from a CRM strategy.
A CRM strategy is becoming a necessity in order to sustain profitable growth. (source: Forrester)
An additional worker does not provide an Internet Site or a customer data base. Also it can not execute marketing initiatives automatically nor provide the organization with the tools to help set up a CRM strategy.
Reality
.: 18 :.
Client information data base
Personal data Profile Preferences Interaction history Relationship
Customer value grading and segmentation model
Client information data base
Personal data Profile Preferences Interaction history Relationship
Customer value grading and segmentation model
Costumer loyalty support programs
Electronic newsletter capacity
Costumer life cycle management
Promotional campaigns execution
Costumer loyalty support programs
Electronic newsletter capacity
Costumer life cycle management
Promotional campaigns execution
Activities reports
Promotional activities results and results analysis
Costumer information
Activities reports
Promotional activities results and results analysis
Costumer information
9.1 Available Services
Information GatheringInformation Gathering Relational Marketing Relational Marketing Management InformationManagement Information
Multi Channel PlatformMulti Channel Platform
Internet integrated transactional Site
Client and partner, Call-center support
On-site (at work) support