Customer relationship management is a very popular option for companies who don’t want to invest in a big software. CRMs give you the ability to sell and also manage customers without taxing your company too much money. This makes them ideal business software for many SMBs and even larger businesses. Obviously, startups should directly invest in CRMs since they need a smart, swift and sophisticated tool to sell their products or services.
Now, all that considered, just buying a CRM won’t get you market penetration. You need a strategy and knowledge of how to use your CRM tools more effectively. There are many ways to develop a CRM strategy for travel agency. However, there are some smart tactics and techniques you can apply to any kind of industry. Let us look at some key approaches you can use to develop your own business strategy for making the most of your CRM:
5 Methods You Can Use to Customer-Centric Strategies on Your CRM
1. Use Leads and Opportunities the Most
As a business, you want to sell tours and packages. Everything else you do is predicated on this activity. When you get a CRM, you are basically buying it for its Leads and Opportunities module. So, when you are a startup or a new market entry, you should focus on developing your Leads and Opportunities use.
Now, how you will use these tabs to develop your CRM strategy depends on the niche you are targeting. You must also diversify your approach without deviating from identifying opportunities and converting them into potential leads.
The best way to use these two modules is together with analytics. Any strong CRM software will allow you to identify gaps in the market which you can exploit. You can use CRM native analytics and other digital marketing tools to get things done faster.
Depending upon your market analysis, you can feed your CRM the sales resource data you have. Cold calls, email responses, PPC clicks and all other opportunity spotting trends are included here. Once that is done, the Opportunities tabs will secure the potential Leads and convert them into actual business.
You Leads and Opportunities tabs should ideally work together. If you have on-seasons and lay seasons in your travel business calendar, then you may want to modulate each tab accordingly. The best way to work this is to simply generate the Leads resource a few months ahead of the on-season and get Opportunities conversions when the season begins.
2. Get Smart Account Management Strategies
Travel industry businesses thrive on repeat business. As an enterprise, you want to make the most of your existing contacts regardless of your focus on B2B or B2C markets. The best way to do this is to simply use techniques to get repeat business from existing accounts. You can do this in many ways depending upon the client information you have. Of course, this is not something you can do in the first year of your business. However, even if you have a small amount of databank resource, you can capitalize on it in the best way.
The trick is to leverage the client information you have to sell more packages to them. This may sound simple, but in truth, it is rather complicated. Finding the right time to pitch for a client is a matter of dedication and insight. You also need to understand basic information about them which determine how they make their travel package purchase decisions. This includes gross disposable income, destination preferences, family members etc.
Gathering this information can be rather easy if you’ve served clients before. So, based on the information present, you can make the right pitch at the right time. For example, summer school vacations are a popular time for families to go on trips. You can get them to opt for a trip even if they’re unsure about it. The conversion in this context depends on the salesperson pursing the Lead.
If your CRM offers any call recording facilities, you can use them to your advantage. Call recording can be used to train salespersons and using analytics to validate selling techniques can better their skills. With that said, account management is best done with a touch of personalization. When travelling or looking to travel, clients want familiarity. So, letting dedicated salespersons develop accounts, handle them, make pitches and deliver results is the best idea.
3. CRM-based Multichannel Marketing
Marketing through multiple channels is an obvious strategy every business needs to use. It goes without saying that if you use multiple channels to market your travel packages, you will get more business. Now, there can be many ways in which you can develop your marketing via your CRM. This depends largely on the type of CRM customer-centric strategy you have. At the most basic, you will have call-based marketing along with email marketing. You should make full use of these and send out marketing adverts to get the most returns.
The best way to multichannel market is to use multiple channels and basically saturate the client market optimally. However, it is important to be careful with this kind of marketing because clients can get irritated. You do not want your calling and emailing options blocked for a large chunk of your demographic. To avoid this, keep in mind how many calls or emails you are making to any demographic. Ideally, you should have a call volume recording in your CRM strategy so you do not make needless calls or emails. This will also ensure that your overall actions are efficient. Some CRMs will offer these options by default and this is a very useful tool.
Finally, you can use analytics inbuilt into your CRM to get more information about your returns from marketing. Find out which tools are working best for you. For the most part, you will be using inbuilt analytics to analyse how you are faring on your digital marketing activities. This can be a great feature but you need to use it effectively as well. Ideally, you should either get expertise in business analytics or simply hire the right professionals. The same goes for cold calling conversions as well as email marketing responses. You might be able to get custom modules to analyse these as well.
4. Feature-based Modules
Your CRM features, when used correctly, can greatly enhance the software’ utility. Now, you may think this point is not really customer-centric. However, it will definitely impact how you are going to approach your market penetration. For example, if you are going to use social media, then you can expand your multichannel marketing via your CRM. And if you use analytics to substantiated your social media, this will help you get the right analysis for the market.
Now, the key benefit of getting the right CRM functionalities is that you use it multifariously. For example, using your accounts module to record reports from clients including positive and negative feedback can help your ORM activities. Basically you use analytics to understand market performance and handle ORM actions accordingly. You can also use the Reports module to plan your ORM activities and leverage them alongside your selling activities.
Finally, you can enhance your CRM strategy in many other ways. A good example is creating database-centric substantiation which can develop sales pitches and make them more effective. When you are repeating your clients, you can use their preferences and make smart pitches based on what they went for the last time. This can add to the total selling value that you offer and enhance conversion. Naturally, all travel companies can benefit greatly from this irrespective of how big or how old they are in the market.
Using a plugin-based strategy for CRM expansion is a good idea. However, it will not serve you well in the longer-term. This solution is ideal for smaller businesses. However, it cannot deliver the same performance as an integrated CRM option. So, when you get to that level as a business, consider a CRM overhaul to get the most from your business software.
5. Business Diversification
The final CRM strategy we will mention here is also inward-oriented. You need smart market activities to really tap into the market and compete effectively with rivals. Of course, the best way to do this is to upgrade your business software when you grow bigger. However, a key element in framing your customer-centric strategy will be your analytical tools. You need to get strong tools to ensure you can understand market dynamics the right way.
In the travel industry, even the biggest companies do not control trends. They do, however, define how the trends are accessed and capitalized on. For example, cruise tours in the Caribbean by Disney Cruise Line can define how the entire cruise liner luxury tour industry could work. Similarly, companies can find out how to tap into relatively low-value tourism markets like Africa while still maintaining a growth-enabling turnover. All of this is predicated on your CRM analytic functions and how you access your market.
Where Can You Get the Best Travel CRM for Your Business?
TutterflyCRM is one of the most well-known CRMs for travel businesses in the industry. As a dedicated CRM for this area, it offers some very specialized functionalities. Aside from the usual account, contact, lead, opportunities and analysis segments, it offers dedicated travel industry features. This makes this CRM travel companies who want to make customized market incursions. If you want to achieve your business objectives easily and progressively, the TutterflyCRM is the right solution. Request a free demo now!