First listen, then Customize! (Going deeper with The Strategic Triangle Part 1)

As you know, one of the fundamental tools that define us as Touristologists is The Strategic Triangle. You have to remember that it is one of the main components in Touristology’sframework.

We saw the strategic triangle and went over  a study case involving Tune Hotels and Sidorme here

Usually, my Touristologists get along very well with how to decrease the relationship and how to differentiate from your competitors. Some problems appear dealing with how to increase the relationship between your customers and your company. Problems? No way! Just an opportunity to practice the old art and science of Touristology! So, let’s go deeper with the Strategic Triangle!

The first two ideas are 1) Knowing your client and 2) Customizing your service. You have to give explicit examples about the procedure to get this information and then how to use it to customize the service. Can you provide an example, Jordi? Of course I can!

You can use SnS (Social Networking Sites) in order to listen to what is important to your customers, then learn how to transform this information into knowledge (Does big data ring a bell? It had better!), then use this knowledge to increase the relationship between you and your customers.

A case in point is KLM. As you can see in this video, KLM’s staff, first listen and then react providing a small surprise while you are boarding...

You can get more information here and here.

But I think that you get the idea, right? So, are you ready for the second example?

You record a lot of data through your CRM (Customer Relationships Management). Remember, CRM is a support for all the members of your company, allowing to provide a better service: Before, during and after the trip. In the process you learn the way customers prefer to communicate with you or other customers (SMS, Face to face, e-mail…) what kind of up-selling or cross-selling are successful to them… all this information opens the door to new offers, communicated in  customized and less intrusive ways.

Remember, it isn’t about how much information you gather it is all about HOW YOU USE IT!

What about a third example?

You also record a lot of information through your loyalty (LP)or reward program. I know, recording this information and using it is not the main goal of an LP, BUT a loyalty program is a means NOT an end.

We saw an explanation and a visual representation of a LP here:

So, if you know what kind of prizes your customer always chooses…Is it so difficult to use this information to add a little bit of opacity in your pricing strategy?

You know what I mean! $150 a room plus your favorite prize can be better than 120 without it!

In another post we will explain the rest of the tools useful to increase the relationship with your customers. Meanwhile… can you provide some examples? Come on Touristologists! We are the best minds working for the best sector ever! Time to prove it!