In November this year I decided to book a holiday for over Christmas, in particular a SKI Holiday. I of course looked on line initially to gauge prices and then went into Thomson & Tomas Cook branches (Off Line.)
Firstly what I realised is that these travel companies may be some of the biggest in the UK, however in their stores they general market Holidays in the Sun, when it came to ski-ing (This is based on the representatives I spoke to) they were not much use.
I decided to go back on-line because I had specific requirements I wasn’t willing to book without talking to someone, I called a company called Crystal Ski. I realised very quickly that Crystal provide Ski & Snowboard holidays and so could give me all the advice I needed and couldn’t get in a general holiday shop or from a general Online holiday site.
I decided to make the purchase via phone and off course forgot about it.
Below is a timeline of events for the after sales service and marketing.
After reviewing their initial email my thoughts were as follows:
Sales Material with Voucher – Save £50 – 10/11/2012
I then received information about my info pack relating to my holiday – 02/03/2012.
The Main reason I keep referring to personalised data is ”as your customer” you the company have specific information that relates to them on a personal level. Some of the latest research from Econsultancy shows that using personalised information in your email marketing will increase the reactions from the receiver i.e. sales or enquiries.
Unfortunately I didn’t take screen shots from the information pack, but it was broken into a few areas as follows:
The Information Pack was the most useful part, why?
This was the part I felt they did well, why? I actually wanted to like them, and I followed them and even tweeted them.
— Neil Walker (@TheUKSEO) December 3, 2012
Unfortunately, I received no response – Disappointing.
What accompanied the emails a few text messages.
The messages were based around Service, with the exception of their first email which was a reminder about my information pack and led me to the section with up sells and to connect with their social channels.
The second was contact details directly with my rep in the resort.
Overall with the exception of getting no reply to my tweet, the aftersales service was excellent.
If you are unfamiliar with Econsultancy they produced a report on Digital Trends for 2013. It talks about personalised content and quote:
There were two reasons I was captured by the email and after sales marketing:
Links to useful content article / info-graphics / videos they may want to push.
So the holiday was great and when I got back I received another email.
This is where I would then push the social side;
Even better to drive people to their Facebook page and improve Facebook Edge-rank they could:
Tag their holiday images on the Crystal Facebook page, tag them, their partner and friends in the images // Of course their friends will see the images and comment helping to increase the contact with the Facebook channel.
I have given you the example of a travel client; however this type of after sales customer service and marketing can be altered for any channel i.e.
On a lighter note, here’s my five year old ski-ing down the mountain.