As the saying goes, every great journey starts with a single step.
Phase 1 – CRM Implementation.
The first step for Darwin was to implement a CRM that would allow them to gain the insight required and use that information to improve their customer’s experience. Inspiretec’s CRM solution allowed the Darwin team to familiarise themselves with the fundamental capabilities and map how they wanted to use it going forward. Getting the foundations of the system right from the beginning was key to building the solution they wanted in the future.
Phase 2 – Third-Party Integrations.
One of the most important challenges for Darwin was to truly own their customer's booking experience and this meant finding a way of integrating one of its biggest 3rd party aggregators Hoseasons. Historically the booking information received was limited and didn’t allow the level of understanding that Darwin needed to deliver the quality of customer service it desired. Inspiretec’s team, in conjunction with Darwin’s team, built a bespoke integration with the Hoseseasons booking system which allowed it, for the first time, to see the imported bookings for over 20 of Darwin’s Parks in one customer view. A view that finally revealed if a customer had previously booked with them or had stayed at several of their sites. This level of visibility and understanding was instrumental in appreciating who their customers were and how better to ensure them the very best experience.
Phase 3 - ANPR Integration
Inspiretec’s CRM solutions always involve integrations with new or legacy systems and phase 3 saw the not so typical integration of Darwin’s Automatic Number Plate Recognition (ANPR) system. Using the CRM as a lookup, any car approaching one of the parks barriers will have its number plate recorded and checked to see if they are a registered client, had a current booking for that date at that particular park and only then let them in. All of this automated management provides a seamless experience that instils confidence into the customer and reassures them that they are indeed at the heart of everything the company does.
Phase 4 - Reception screens and tablet screens.
The joined-up and automated experience continue once a customer arrives at the park when they are asked to do an initial self-check-in via a tablet screen. These screens are built on the CRM and pull booking information to allow for a streamlined check-in but also allow for data capture to gain greater insights into the customer’s profile and preferences. Additionally, this is the first opportunity for Darwin to ask the customer for their contact details and the right to market to them, which is key to building out their profile within the CRM.
Once this initial check-in has taken place the customer is greeted at reception where an advisor can validate the booking and complete purpose-built reception screens that are also fully integrated with the CRM, ensuring every detail is considered and that the customer has the best possible check-in experience.
Additionally, if any last-minutes changes need to be made or brand new customer arrives at the site looking for a last-minute booking, the receptionist can now enter this information through purpose-built screens and instantly update the CRM with this new information. This ability allows all customers to experience a smooth and delay-free check-in at the start of their stay.
Phase 5 - EPOS.
Darwin’s desire to better understand their customer’s needs and preferences meant the next phase would see the integration of their chosen EPOS with Inspiretec’s CRM system. The aim was to gain a complete as possible insight into their customer’s full value whilst staying at the park in real-time, an insight that was previously unavailable but now greatly valued.
Using the purpose-built logic of Inspiretec’s CRM solution allowed them to capture all customer purchases and link it to a particular booking and visit. Gaining insights into customers on-site spend and combining this information with the original booking value allowed Darwin to clearly identify the true value of a customer’s holiday and tailor their services accordingly.
The ability to discern who was buying what during their stay also allowed for greater insight into the different needs and wants of owners compared to guests, again allowing for more targeted marketing and ensuring customers ‘own their escape’.
