31 Dec Ski resorts: Improve your customer relationship management with CDM !
Improve your customer relationship management with the CDM
The current health crisis has particularly affected the leisure industry. This is why it has never been so important for ski resorts to improve their relationship with their customers and thus build loyalty. Offering differentiated approaches for each type of visitor, by offering them personalized experiences are vectors of satisfaction and loyalty. Ski resorts collect huge amounts of data, yet it is difficult for them to extract relevant information from it. What if the democratization of CDM was a solution of choice for optimizing the marketing of ski resorts?
What are the difficulties in improving customer relations?
Ski resorts are faced with major concerns about visitor loyalty. Indeed, the Val Thorens ski resort confides that, if nothing is done, 80% of First Timers risk becoming One Timers. To improve customer relations, it is essential to know the so-called "customer". But for ski resorts, a number of obstacles have to be overcome:
- The data left by visitors during their stays are scattered in the databases of several actors: ski schools, shopkeepers, ski-lifts...
- These data are often poorly qualified due to the lack of a common policy for their management.
- Only a small proportion of visitors can be reached by the stations.
These points greatly limit the ski resorts' knowledge of visitors and prevent them from creating a highly personalized link with them.
What solutions can ski resorts put in place?
We observe initiatives within ski resorts that often lead to the creation of Customer Relationship Management tools. The CDM (Customer Relationship Management) allows to transform raw data into usable data on a single interface thanks to a connection to all data sources: partner management, ski pass data, accommodation, activities, access control.
- The mountain resort of Val Thorens has introduced a VT Pass privilege card. It allows it to centralize all visitor data via a single medium. In 2015, this resort won the prize for the best Customer Relationship Management site (CDM).
- Also worth mentioning is the La Plagne ski resort. It has integrated a banking service into its ski pass, allowing the resort to centralise all its visitors' transactions, directly on the slopes or at the resort's shops.
What are the results of using a CDM for ski resorts?
The initiatives presented allow tracking data to be retrieved, linked to the GPS information of tourists, making it possible for marketing managers to create real maps of visitor activities. This data is also used to establish accurate visitor profiles. Thomas Saison, Marketing Director at La Plagne at Compagnie des Alpes, says in interview for Tourmag : " I can confirm that La Plagne is a top level ski resort. Our clients ski an average of 5 hours a day. This statistic goes against the grain of studies on the practice of the activity, as we don't see any erosion. Moreover, we can better qualify the profiles of our customers. The over-represented group in our resort is the 35-50 year olds. ».
This increased knowledge of visitor profiles allows the implementation of automated marketing actions to improve customer relations:
- establishment of rankings and listings of the best clients of the resorts. Thus, these customers can receive special attention from the station. For example, they will have access to exclusive activities and events.
- recommending activities based on client visit history
- sending personalized reminders
- Sending emails and sms at key stages of the client's stay. They will receive a welcome message on arrival and a satisfaction surveyon departure.
The data collected may also allow :
- to detect under-utilized facilities in order to send a communication encouraging visitors to visit them. This makes queues more fluid and contributes to a better skiing experience.
- to establish dynamic pricing offers, e.g. by suggesting an early bird ticket.
Understanding visitor behavior is essential to delivering unique customer experiences and building loyalty. Big Data technologies coupled with the use of a CDM offer ski resorts unlimited possibilities for improving their customer relations. It is therefore in the interest of ski resorts to develop their digital devices to understand their visitors and establish an ultra-personalized link with them. The Arenametrix experts We are available to help you do this.
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