Destinology – Creating a Single Customer View
The Business Challenge
Destinology are experts in providing luxury tailor-made holidays to exotic worldwide locations, such as Thailand and Dubai.
With customer information in several data systems with many separate data sources it was almost impossible for Destinology to understand the full customer journey along with the potential value of each individual customer.
Destinology needed a way of joining their data together and creating a full view of their customers, allowing intelligent one-to-one customer communications that are relevant, timely and effective.
“R-cubed built the Single Customer View in record time”
The Approach
R-cubed set about combining the data from all of the inbound and outbound channels to create a comprehensive single customer view. Once this was complete, Destinology could see a full view of their customers. It not only showed a complete picture of how customers were behaving and their value to the business but also showed how customers were being contacted in different ways. Some were being over contacted, while some were receiving very little marketing.
With the Single Customer View in place, and Apteco FastStats providing Destinology with a comprehensive window into the data, R-cubed then implemented Apteco PeopleStage alongside FastStats to deliver multi-channel marketing automation.
Setting up a multi-channel campaign environment and developing a customer journey contact strategy, R-cubed were then able to start affecting Destinology’s CRM programme.
The Results
The new Single Customer View provided:
- Valuable insight into the customer base such as trends, increases in customer retention and booking value.
- Enabled an increased attention on Enquirer and Prospect
- A contact history for the first time which showed that a large proportion of the emailable base had headroom for more contact but some customers were over-contacted.
Do you a want a Single Customer View that tells you the whole story?
“Their unwavering focus is on making money from data. I am happy to recommend them, or indeed answer any questions regarding their capabilities.”
“By understanding who was actually being influenced by the catalogues and who wasn’t, we reduced our costs by up to 10%.”
“I must say that I have never enjoyed working as much with a third party as I have with R-cubed. You guys are a true partner and extensions of the CRM team – not just on paper and in words.”
