Thomas Cook upgrades CRM
Thomas Cook has had its customer feedback system redesigned and web-enabled so its staff around the world can get up-to-date reports.
A technology company called Infovisual undertook the project. Managing director, Mark Thomas (pictured) said the intiative for the project came from Thomas Cook, who approached the company about designing a user-friendly system to improve Customer Relationship Management (CRM).
The feedback comes from questionnaires that are handed out by Thomas Cook staff on it’s aircraft – about half are given back, according to the operator. The answers are processed by a computer and collated by a company called Consumerdata. Infovisual has designed a system whereby the data, updated weekly, is presented in diagrams and reports.
Every user has a password which gives them limited online access to the data they require. Mr Thomas says one of the major benefits is that it is easy to look up archive data on the internet.
Thomas Cook head of market research, Jason Lansell told TravelMole: “What is different is the delivery of results to staff overseas. We used to email a spreadsheet to staff, which was problematic because of the size of the folder. It was not as user-friendly as it could have been.”
The system is now used by Thomas Cook representatives worldwide, and Mr Lansell says so far feedback from staff has been positive.
Mr Thomas added: “There is such a demand for it because nobody has this information at their desktop.” He says Infovisual will now look to offering similar customised web-based systems to other operators.
Mr Lansell said Thomas Cook couldn’t stop Infovisual from offering a similar system to its competitors. He said: “The solution is bespoke to us, but the idea is not something you can patent.”
Read our previous stories:
16-Jun-2003 Thomas Cook and Kuoni deny merger talks
13-Jun-2003 TravelMole Interview: Mark Thomas, founder, Infovisual
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