Follow-up e-mails – travel operator
The customer:
A leading Scandinavian travel operator for the youth/student market.
The task:
Automate the follow-up process for travel bookings, and support booking-related cross- and upselling.
The solution:
Once a customer has booked a vacation with Kilroy, all follow-up activities – from payment reminders to customer-satisfaction surveys, to cross-selling offers – are now managed and scheduled using the emarsys xpress e-mail marketing platform and the Alterian Marketing Suite. Customers receive an online questionnaire that enables Kilroy to recommend further attractive travel-related services. As the departure date approaches, the data obtained is used to offer additional services tailored to the customer’s needs, such as car hire, travel insurance, excursions, or recommended hotels. Customers can also be sent other information relevant to their travel plans, such as visa requirements and recommended inoculations.
The technology:
Whenever new customer-related data is captured, the e-mail marketing platform automatically feeds it into Kilroy’s campaign-management platform, the Alterian Marketing Suite. As a result, Kilroy is able to develop increasingly detailed and sophisticated customer profiles. Using these profiles, the Alterian system sends highly specific event-driven communications via the e-mail marketing platform.
The benefits:
The online travel operator’s customers benefit from a truly all-round and proactive service. The sophisticated, multi-stage follow-up process is logical and coherent, and requires no manual intervention. It is highly customer-specific, ensuring that cross-selling and up-selling opportunities are exploited to the full: customers receive suggested services and options tailored to their individual profile. Once initiated, follow-up and customer relationship management activities can continue automatically for years. For the travel operator, this is a comparatively low-cost way to achieve an extremely high level of service and increase customer value.
The services:
Consulting services; design and development of the solution; implementation of the e-mail marketing solution, including integration with the Alterian marketing management solution – in conjunction with One Marketing, the Alterian service provider contracted by Kilroy; design, development and production of communications assets, ongoing process monitoring.