Using CRM to empower improved customer experience and increased business performance
The Turquoise Holiday Company was founded in 2002 and specialise in three key markets; honeymoons, tailormade and families, initially gaining their brand position in destinations such as the South Pacific, New Zealand and Australia.
After phenomenal growth in the luxury honeymoon space Turquoise customers often returned to book anniversary trips or family adventures, so the ability to truly understand their customers’ history, preferences and requirements became essential.
It became clear that the existing Customer Relationship Management (CRM) tool was holding the business back. It was neither delivering the customer insight needed nor integrated with their Inspiretec reservations platform, preventing the business from having a seamless view of the customer journey.
In choosing Inspiretec’s CRM they gained insight and empowered their sales consultants to deliver a greater level of service, but also gained the capacity for future growth, upselling to existing customers and improving repeat business levels.
The CRM integrated seamlessly with their pre-existing Inspiretec Reservations platform as well as their newly built customer website. It also linked their phone system to support ‘screen pop’ linking directly to a customer’s record based on the incoming telephone number.
As with every other part of Turquoise’s digital transformation plan, their clear strategic focus was on driving fundamental improvements for their customers and not investing in technology for the sake of it.
Turquoise have always focused on phenomenal customer service and from the very beginning they put people at the heart of the process. Their website is often the initial touch point with a prospective customer, but it is never going to replace the one-to-one sales process that an experienced and dedicated travel specialist will provide.
Once a customer filled in an online enquiry form it was essential that the CRM logged that enquiry and delivered it to a sales manager who then allocates it to the most appropriate travel specialist.
The CRM then provides a platform which logs any information that the specialist inputs, seamlessly linking with the reservations platform to create a bespoke itinerary to share with the customer.
This increased flexibility and integration with the other platforms, from reservations and email to the phone system, allowed for a far greater insight to be gained into each customer’s journey.
Inspiretec’s CRM has provided The Turquoise Holiday Company with a robust and advanced single customer view, that supports their customer-focused approach.
The Turquoise brand is synonymous with clear blue waters, island getaways and being pampered and cared for from day one. In the early days, quotes were sealed in wax and delivered by hand along with a rose and bottle of fine champagne.
The Turquoise brand proudly stands behind its core values of being “Authentic, Discerning, Original, Refreshing and Unique” and the Turquoise team have never been afraid of putting in the right infrastructure to keep the customer at the heart of everything they do.
Inspiretec CRM has provided key functionality. The CRM’s attribution functionality joins up how online marketing activity results in a website action or phone call. Attribution reporting tools provide the Turquoise marketing team with valuable insight that can then be used to optimise activity and evaluate spend.
Continue to work with Inspiretec to achieve long-term strategy
Strengthen brand promise and extend customer lifecycle
Anticipate future needs and wants from our customers using the insights gained