Tui UK, a part of the Tui Travel group, has brought in Experian to improve the way it uses customer information to provide a better, more personalised service.
The information services company will work alongside Tui’s existing CRM partner Creatormail to consolidate more than 40 million customer records across two legacy systems.
Tui hopes this will give it a more accurate picture of its customers and their interactions with the brands over many years.
The move is part of Tui’s stated intention to become a more customer-centric organisation.
The Thomas and First Choice parent said the project will see it join the so-called Single Customer View elites.
The SCV will allow Tui to create more targeted customised marketing campaigns across all of its channels and offer greater insights into customer preferences, the tour operator said.
Nigel Wilson, managing director data and analytics at Experian Marketing Services, added: “Being truly customer-focused and putting customers at the very centre of the business is vital for brands looking to drive engagement in today’s multi-channel world.
“Our research shows that 84% of customers would vote with their feet and take their business elsewhere if they felt an organisation didn’t understand their tastes and preferences.”
Louisa Kendall, Tui UK business lead for customer data management, said: “Our challenge was to create an accurate view of all our customers across our UK mainstream brands bringing together several systems and customer interactions over many years.
“Our incumbent CRM partner was selected to build the SCV, and after extensive research and reviewing the best of breed products and services in the market, we selected Experian’s Link and Unify products to integrate into our build to provide us with the customer centricity we were missing.”
Recent Experian research shows that while 72% of UK firms recognise the importance of data for customer insight only 16% have a true SCV in place.