There has been much debate about whether the business or IT should lead information provision. IT is unlikely to be in a position to fully appreciate how the business could take advantage of the data because they are not involved in the daily process of sales and marketing of their company’s products and services. But equally, the business not really wanting IT to be involved in analysis and reporting, do not fully comprehend the nature and nuances of the data that is available to them, after all it was IT that designed the systems in the first place!
Without a thorough understanding of the data it is highly likely that irrespective of who performs the analyses the wrong conclusions will be reached. Despite some product vendors exploiting this divide of opinion to their own advantage, it has been proven beyond doubt that the greatest successes come from those organisations that have created a culture where business and IT truly work together with complementary objectives and common business goals.
This is by no means an easy recipe for success with possibly years of divided working practices and politics to overcome but with strong leadership and active project sponsorship at the highest-level of an organisation success will be inevitable.
A recent survey by Directline Holidays concludes that Word of Mouth is most trusted recommendation when it comes to booking the right trip.
Travel companies have the ability to build and nurture such tactics from within their own customer data. Considering the customer’s overall relationship with the company will assist in creating a customer journey that delivers advocates who will either perform actively or passively for the brand.
Active advocacy is where the satisfied customer will recommend the firm to their relations, friends and wider acquaintances; sometimes a reward sweetens the process. Passive advocacy is where using what you know about your best customers enables you to ‘clone’ new customers who are likely to appreciate similar destinations and levels of service and so behave in a similar manner.
All of this can achieved by collecting and maintaining the right data about customers, engaging them in a relationship and progressing them up the “loyalty staircase” to advocacy.
The survey also stated that “almost a quarter of those surveyed said they were not influenced by anything” (source: e-tid 20/8/12). Can you risk your customers being left to their own devices? Make sure they are influenced by their peers, by relevant propositions and a customer relationship that delivers real benefits.