WTM 2014: Small investment in communications can reap big rewards, says d-flo

Maintaining communications with customers after they’ve booked can pay off in terms of improved engagement and loyalty, according to a new whitepaper commissioned by d-flo.

Maintaining communications with customers after they’ve booked can pay off in terms of improved engagement and loyalty, according to a new whitepaper commissioned by d-flo.

The whitepaper was commissioned on the back of d-flo being shortlisted for the first time in the Travolution Awards, which will be handed out at a ceremony on December 2 in London.

Authored by Ken Skehan, a business consultant specialising in helping businesses improve sales, marketing and customer service, it will be launched at World Travel Market on Monday.

Skehan argues communications need to continue after a booking is made, but that firms should avoid sending out communications that are purely transactional.

He suggests travel companies look to add value by giving a warts and all balanced assessment of the attractions in their chosen destination.

This will give, time-poor customers valuable insight into where they are going while helping the travel firm differentiate itself from its competitors.

Skehan concludes this can bring “massive long term return” on a small investment.

He writes: “Customer communications can significantly influence the degree to which a business secures the loyalty of those who provide its revenues, or not.

“The two contributions to customer communications most likely to engage customers and build loyalty for a travel company are:

·         Added value information that makes it easier for customers to enjoy their chosen holiday when they get there;

·         Pre-empting known problems with guidance and advice – especially if it goes beyond what’s normally provided.

“The cost of automatically creating such communications is marginal compared to the potential benefit, especially if your current communications are prepared with laborious manual processes.

“Make your communications make it easy for customers to come back to you and bring others to your door.”

D-flo will be exhibiting on Stand TT161 in the Travel Tech Show at World Travel Market.