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THOMAS COOK

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Introduction
 In 1881, Thomas Cook started its
India operations, with its first office
being set up in Kolkata.

 21st October 1978, it was


christened Thomas Cook (India) Ltd

 Broad spectrum of services that


include Foreign Exchange,
Corporate Travel, Leisure Travel,
and Insurance.

 With 97 aircrafts, 2926 stores,


32722 employees and over 19.1
million annual customers, the
ThomasCook group is the second
largest travel company in Europe
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CRM in Tourism and Special Issues

 The situation in 2002 after 9/11 was not


good for the tourisms’ industry

 As a reaction the companies increased prices


and opened new fields of activity, e.g. no-
frills airlines, moreover CRM became a
central relevance in the tourism branch.

 New guests are not coming automatically,


instead of that they have to be won with
comparatively great investments

 An important driver for tourism in general is


the internet, major factor for example the
anytime access, updatability and search

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How should be the CRM for Travel Industry????????

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“...Customers now take the basics for
granted and increasingly want a
company to desire to help them
[and] to treat them in a personal,
caring way.”

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CRM for Travel Industry……………`

 In the competitive travel industry, customer satisfaction no longer


guarantees customer loyalty.

 In response to this new environment, travel providers are undertaking


initiatives centered on identifying, developing and retaining high-value
customers, under the overall banner of customer relationship management
or CRM.

 CRM focuses on three imperatives of customer relationships:


1. Customer acquisition
2. Customer development
3 .Customer retention

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There are many means of achieving these goals, including:

 Understanding customer value and lifecycle to prioritize marketing and


service resources

 Using customer information to target promotional offers and cross-selling


activities effectively

 Using customer information in the design and development of products


and services

 Recognizing customers as individuals at all customer-contact points

 Offering personalized or mass-customized service

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 Utilizing multiple alternate channels for marketing, sales and service
transactions in order to improve service and reduce cost

 Increasing the “share of customer” through greater penetration of travel


related products.

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Company offers several services to its customers
 Corporate Travel management

 Leisure and travel management

 Visa services

 Cargo

 Domestic tours of India live

 Hotel and car rentals

 Has tied up with TATA-AIG to provide travel insurance

 Travellers Cheques

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Thomas Cook – Travel Company- CRM

 Necessity of a good customer relationship management

 In order to achieve more customer satisfaction, the Thomas Cook group


tried and has always been trying to improve their customer treatment in
many different fields

 Thomas Cook group consists of many smaller companies like “Condor


Airlines” or “Neckermann”, a lack of appropriate CRM was unavoidable as
long as there is no central place to go for customer data and customer
complaints.

 In 2004 and 2005 respectively, the quality management and the campaign
management were launched as separate sections of the company.

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contd………….

 With the help of the CRM tool “Personal Travel Page” by Traveltainment,
Thomas Cook provides potential customers with individualized information
and personalized offerings.

 In addition, the website features corresponding pictures or videos of hotels


and the destination’s surroundings as well as information about local car
rental services and travel packages. The chosen tour can be ordered online
or via phone call

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Ladder Loyalty

Identifying the customers


desires
Expectation Surveys

Introduce Offer in specific to


particular customers

Motivate by differentiating
and providing value added
benefits

Heard about , Read about , or


had someone recommend

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Brothers Path for Thomas Cook

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More for Customer Relationship………………….
INTERACTION
 Website Management
The website can be an important vehicle for communicating information
such as:
 Customerization
 Online booking
 Cruises
 Offers
 Thomas Cook has launched a customer ratings and reviews service on its
own websitewww.thomascook.com to provide a trusted resource for
customers researching and booking holidays. 

 Focus on distribution network

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 Thomas Cook Expands Use of RightNow for Agent Support

 With RightNow, agents will have fast access to information


essential to serving customers.
 This will contain a range of customer related information such
as flight details and special travel requirements, and answers
to process questions, such as how to handle a refund.
 Better equipped agents
 Win-win situation for customer and agent

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Loyalty Program Management

• Thomas Cook offers credit card in association with ICICI Bank Limited

• Thomas cook membership club.

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Campaign Management

 Cruise Thomas cook launches 2010 campaign with cruise week special

 Thomas cook (26 December) rolled out its new TV ad featuring ex-England
footballer Jamie Redknapp and former pop star wife Louise Redknapp

 Thomas Cook launches digital campaign across Microsoft platforms

 Thomas Cook Works With Edelman Public Affairs To Campaign For A New
Bank Holiday

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Feature & Function Promotion

 Fly Thomas Cook Discount codes

 Vouchers

 Corporate tours

 Lola promotional staffing team hits the streets recently to promote the
new Thomas cook holiday scratch card

 Microsoft has launched an online competition to support its search


engine Bing

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Recommendation

 Tie ups with Entertainment houses

 Tie up with Reality shows

 Tie ups with Marital sites

 Thomas Cook franchise offices for penetration in Tier 2 cities

 Multicountry website portals

 Interaction Management-- Send personalized mailings and greetings

Online forms should be pre-filled, and personalized messages and


offers targeted to specific individuals.

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Segmentation

 ‘Corporate Chieftains’ segment defined as who hold senior positions


in large companies, travel frequently and exclusively in first/business
class; and use a wide range of routes.

 Unlikely to respond to discounts (they are not price sensitive), or to


offers of bonus miles (have high balances already), but they respond
favorably to offers of recognition, which confer status and prestige.

 ‘Staffers’, junior professionals travel in economy on discounted


corporate fares, might be hungry for bonus miles, and the occasional
cabin upgrade.

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Campaign Management
 Simple, one-time email “blasts”, to newsletters sent in multiple languages, to
complex, recurring event-triggered campaigns.

 Ensuring that customers are not bombarded with overlapping or conflicting


messages

 Integrated templates allow communications to be highly personalized.

 Invest in Advertising and promotion in leading Print newpapers/magzines.

 Release advertisements or plan marketing campaigns more in tune with target


market. This will lead to more responses to advertisement and a more effective
marketing campaign.

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Conclusion

 Strategic business objective of CRM is to build loyal customer


relationships

 Companies must be able to anticipate their customers’ needs

 Capitalize on the information assets by pursuing a strategy of


customer intimacy

 Use customer knowledge to differentiate and personalize services

 Maintain a targeted and relevant communications dialogue, which


reinforces relationship to customer loyalty.

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Thank You..

Neha 24
Pavan 26
Vishal 31
Sneha 85
Mansi 96

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