Better understanding of the customer lifecycle improves targeted communication with the client
Hilversum, 22 July 2010 – www.transavia.com chooses the marketing databases and data analysis of Alterian for much of its marketing intelligence. This choice is an important step in transavia.com’s efforts to professionalise its customer interactions. To support this strategy, www.transavia.com is looking to identify relevant points of contact throughout the customer lifecycle and link these to specific marketing activities. By choosing Alterian, the airline can quickly integrate information from multiple systems and sources into a single marketing database. With the help of powerful tools for customer segmentation and data analysis, this information can quickly be translated into targeted, relevant interactions with the customer.
Paul Jansen, Manager of Marketing Intelligence at www.transavia.com says: “Alterian is well equipped to capture the complexity and dynamic nature of our business. As we get started, the focus will be on data management and analysis. We will then gradually incorporate additional sources of information to help us refine customer profiles. Once we have the data organized, we will be able to look at the information from any number of angles. Depending on the point of contact, there will be many ways to access the data, for example data related to bookings and passengers. By quickly analysing and selecting information, we will be able to respond appropriately to specific customer needs, for example with targeted special offers.”
“The personal approach to customer services that transavia.com is looking for is perfectly in line with our strategy of helping our customers achieve customer engagement”, according to Hayo Baas, Business Solutions Consultant at Alterian. “By intelligently combining customer information and creating good profiles, transavia.com can build more effective relationships with its clients. This kind of targeted marketing also provides valuable input for future campaigns. In this way, customer engagement not only improves customer relations in the short term, but also provides a solid foundation for long-term success.”
The airline industry is a dynamic one. Transaction volumes are high and there are many points of contact through any number of portals. Reaching clients effectively requires a precise and targeted use of up-to-date customer information and marketing data. The database that transavia.com previously used had limited capabilities and restricted the amount of data that could effectively be managed. There was only a single way of looking at customer data. Data analysis and segmentation were time-consuming and yielded only limited insights into specific customer needs. That database could no longer meet the needs of the marketing strategy at transavia.com.
In the process of selecting a new marketing database, the Marketing Intelligence department at transavia.com was impressed by what Alterian had to offer. The Alterian marketing database can compile and integrate information from a variety of sources, such as customer information systems, call centres, e-mails and complaints. This in combination with powerful analytics provides transavia.com with better insights in real time and facilitates making connections and linking data. This results in more complete customer profiles, making it possible for transavia.com to target segmented groups of clients at exactly the right moment. The ability to link directly to campaign tools and to integrate marketing results into the marketing database facilitates this process.
In the next phase, after improving its data management and analysis, transavia.com will be looking at the possibility of integrating solutions that manage marketing and e-mail campaigns. The open structure of Alterian’s solutions provides transavia.com with a wide range of possibilities.
About transavia.com
The low-cost airline transavia.com offers scheduled and charter flights to summer and winter holiday destinations in Europe and in and around the Mediterranean. In the Netherlands, www.transavia.com is the market leader among holiday carriers. Our customers are tour operators, which we support with bespoke Internet portals, and consumers, who communicate with us primarily through our own website www.transavia.com .
About Alterian
Alterian supports more than 1500 companies worldwide in developing online and offline marketing activities using the Alterian Integrated Marketing Platform. Alterian focuses on areas such as customer engagement, social media monitoring, web content management, email and campaign management & analytics.
In addition to working together with a wide variety of partners that offer complementary products and services, Alterian software can be delivered as a service or as an on-site installation. For more information, visit www.alterian.nl or the Alterian blog www.engagingtimes.com
For more information, please contact:
Annet Blanken
Alterian
+31 (0) 35 625 78 90
annet.blanken@alterian.com
Jody Koehler
Coopr
+31 (0) 652435999
jody@coopr.nl