What is a true understanding of your customers?
Most tour operators and travel agents have gone through the experience of using four or five systems.
The challenge with having a silo system that is you never have a 360-degree view of your customer. This means you will never have a true understanding of your customers. Being able to define a customer profile, categorise and engage with them in a personalised way will not be possible if your website does not talk to your enquiry system. Which in turn does not talk to your booking system, inventory management system, payment system and your supplier management system and so on.
Why is the 360-degree view so important?
Marketing and customer success are really difficult to measure. Even though your team is allocating a lot of time dealing with your clients, making sure they are satisfied with your services and your quality of answers, you cannot beat technology. A great travel designer will follow every step of the sales process and always be curious and try to understand the client better. However, that approach is only practical if you have a small travel agency or tour operator. What about the big agencies? The ones that receive one thousand inquiries a day. How do you deal with managing customer relationships here?
Along the customer journey, you will engage with your client from the inquiry stage, all the way to the post-holiday stage. Traditionally, most of this information is gathered and stored in various systems. Thus, individuals at the company are unable to have a 360-degree view of their clients, creating complications and difficulties operating the business successfully. Having all details and information gathered under one system will allow you to have a 360-degree view of your customers, which in turn will result in an overall enhancement of each stage in the customer journey. Subsequently, implementing an end-to-end travel technology solution that provides a 360-degree view of your customers will enable your business to offer exceptional customer service and client experience.