Dolphin Dynamics How can Dolphin help with your CRM Strategy?
Document Amendment History Date Issue number and reason Author 14/9/15 Document Creation Simon Baker Copyright 2015 Dolphin Dynamics Ltd. The information contained herein is the property of Dolphin Dynamics Ltd. No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or any means electronic or mechanical, including photocopying and recording for any purpose other than the purchaser s personal use without the written permission of Dolphin Dynamics Ltd. Dolphin Dynamics Ltd. 3 rd Floor, 162-164 Upper Richmond Road London, SW15 2SL www.dolphind.com
TABLE OF CONTENTS Introduction... 4 What is your CRM strategy?... 4 Who can benefit from Dolphin s CRM features?... 4 Dolphin s CRM Functionality... 5 Client Profile... 5 Using Attachments... 7 Enquiry Capture via XML... 8 Keeping track of conversion... 9 Workflow Management... 11 Dolphin for the Marketing Team... 12 Folder Statistics... 12 Customer Targeted 12 Other Campaigns 13 Querying the database for the target customers... 14 Example Criteria Set 1 15 Example Criteria Set 2 15 Tagging the Marketing Campaign to the Customer Profile... 15 Output File for Email Marketing Software... 16 Reports Module... 16 External Integration... 17 Next Steps... 18
Introduction CRM can mean different things to different people but fundamentally it is about how businesses effectively engage with their customers. Dolphin incorporates a number of CRM features to do just that. This document has been created to provide our clients with information on Dolphin s key CRM features to support their CRM strategy more effectively. What is your CRM strategy? In order to be able to use the CRM capabilities of the Dolphin system effectively, there are a number of questions that you need to ask about your business: Do you track the client only once a booking is made? Which channels do you have for collecting new clients? What information do you currently collect about your clients? What information would you like to collect about your clients? How do you use the information collected? Who can benefit from Dolphin s CRM features? Dolphin offers CRM functionality that is relevant to various teams within a travel business For the Marketing Department Segment customers by interest, travel history, lifetime value etc. Measure campaign effectiveness Export customer contact details to your e marketing tool of choice For the Sales Team Easy access to client details Detailed booking history and Interests Conversion analysis Automated workflow management for enquiry handling and quotation follow ups For the Customer Service Team Detailed transaction history Ability to upload documents/files to the client record Option to assign customers to an Account Manager Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 4
Dolphin s CRM Functionality Client Profile Often considered the most crucial profile within a database from a CRM perspective as this is the record of the actual customer. Dolphin enables a vast amount of information to be accessed when engaging directly with the customer in order to help you offer a more personal service. In addition to the basic contact information and the Staff Code field to store the account manager or sales agent responsible for the customer relationship, there are many tabs within the client profile that hold CRM related details much of which can be tailored to your needs. : Tab Heading Statistics Tab Customer Contact Preferences Other Info Description Shows the transactional history of the client for confirmed and cancelled bookings as well as quotations to enable users, for example, to focus on frequent bookers and spend less time on clients that have requested numerous quotes but haven t booked in the past. Provides the user with contact history e.g. marketing campaigns/brochure requests etc as well as the opt out/ins for email/post communications so that these prospects can be included where applicable in future campaigns Holds seat and meal preferences as well as the client s loyalty programs that can be used when booking without having to ask repeat travellers for these details every time The fields available in this tab store personal client information such as profession, date of birth, interests and marital status to build a more complete profile of the customer which can be used when in dialogue with the client as well as by the Marketing Campaign Module. See Figure 2Figure 1 below for more detail. Formatted Figure 1: Statistics Tab in the Client Profile showing Enquiry and Booking History Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 5
The history of the client will allow you to identify travel patterns such as destinations, preferred times of the year to travel, passenger numbers, spend levels and much more. Access to this data allows you to segment the client for pricing purposes, target appropriate clients for offers based upon interests and/or booking/quote history as well as being able to easily refer to relevant stored information thereby engaging the client more effectively through a booking journey. 1 2 3 4 Figure 2: Other Info Tabs in the Client Profile showing fields available to use for segmentation 1. Source Code field: Generally used to identify why the client first contacted your business 2. Special Interests list: Used to attach interests (activity types / destinations etc) to the client profile in order to be able to filter for marketing activity. 3. Pricing Profile field: Can be used for a number of reasons but most specifically to tailor pricing according to the client. 4. Member Type field: Clients can be split into different member types such as Gold/Silver/Bronze or New/Repeat/VIP. Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 6
Using Attachments Dolphin also supports the ability to upload documents to be saved either against their profile or documents that need to be recorded against the travel folder. Figure 3: Example attachments recorded against the client profile This is particularly useful when you need to store information that may have to be referred to frequently, such as a medical questionnaire or perhaps when a customer takes multiple trips to a destination that requires a tourist visa and the visa number has to be provided to the supplier. If information or the document is relevant to one booking only, then the file can be attached to the relevant travel folder instead as shown in Figure 4Figure 4 below. This shows a Figure 4: Travel Folder showing a saved attachment in the Notes tab Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 7
Enquiry Capture via XML Enquiries made via a website can use this function to create travel folders with a number of field values and details being populated automatically, and other information being copied into a notes field. The structured data can be used by the workflow management tool, or Inbox, to automatically assign the enquiry to the appropriate sales consultants, or if preferred these can be manually distributed by a manager or Administrator. Figure 5: Example Enquiry from Website as an XML File The enquiry will then show in the Interface Box ready to be imported into Dolphin by a sales agent or could be imported automatically using Dolphin s Auto PNR functionality. Figure 6: Interface Box Showing XML files ready to be captured Post capture, the folder will be created as a Dolphin Cost Quote and the client s requirements will be captured into the non-printing notes field along with the Destination and preferred travel date. Figure 7: Cost Quote Folder Created by XML Data-capture Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 8
Users are then able to update this same folder with the completed itinerary to quote to the client as well as create alternative quote folders if appropriate (see Initial Enquiry Field section below). Note: The XML Data Capture module is an optional module, please contact the Dolphin sales team if you are interested in pricing for this module. Keeping track of conversion Tracking quote to booking conversions is key to evaluating the competitiveness of the travel services you offer and the efficiency of your business processes and sales team. Dolphin allows multiple quotations for the same customer to be linked together if they all relate to a single enquiry thus enabling more accurate conversion reporting. For example, the customer requests a quote for an itinerary and then the same itinerary but with a variation on one of the hotels. Both itineraries can be stored as separate Travel Folders, each with its own unique reference number. As they both relate to the same enquiry, the second and subsequent quotation folders can be linked back to the original folder number as shown in Figure 9Figure 6. The Cost Quote Conversion Report provides visibility into the number of enquiries that were confirmed as well as how many quotes were issued for each enquiry. Formatted Figure 8: Original Enquiry Travel Folder 1848 Figure 9: Additional Enquiry (Folder 1849) Converted to a Confirmed Booking but Linked to Original Travel Folder Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 9
Figure 10: Example Cost Quote Conversion Report The above report shows that a true conversion rate can be calculated between enquiries and confirmed sales as the linked folders through the Initial Enquiry field are taken into account when calculating the conversion rate therefore if three quotes are given for a single enquiry that results in a booking, then the conversion rate would still be 100% because all quotes are linked from the original enquiry. If however a further quote is provided that is not linked, then the conversion rate would reduce. Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 10
Workflow Management Dolphin s Workflow Management Tool (or Inbox) can be used to move a travel folder around your business to support the entire booking lifecycle. From a CRM perspective a travel folder can be pushed back to the travel consultant at agreed intervals to follow up on a quotation given, or to call a client a week before their balance is due to discuss day trips, car hire, insurance etc and increasingly popular is the welcome home call. 1 2 Figure 119: The Workflow Management tool displaying folders in various stages of the enquiry process 1. Query Type: This is a short description of the item i.e. why it is showing in the Inbox 2. Folder Status: Can be used to further qualify the stage that an enquiry is at. * Please refer to the Inbox Module training guide for more information on configuring the Inbox for your business. This is available to download from the Training Documentation section of the Support website however the direct link is listed below. http://downloads.dolphind.com/training/traininglibrarybmm/inbox%20module.pdf Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 11
Dolphin for the Marketing Team Folder Statistics Dolphin lets you set up generic source codes as well as specific campaigns. That way your frontline staff can record where new clients heard about you, thus allowing you to spend your marketing budget where you get the best results. Within this function you can also add tags to folders to identify them so, for example if you are launching a new cruise product and you want your front line staff to ask each customer if they would be interested in learning more. By tagging the folder with the pre defined cruise tag you can then report on these customers and target them accordingly. Figure 12: Example configuration of the Folder Statistics window Alternatively, the folder can have a Marketing Campaign code assigned against it by the user. Customer Targeted When the Marketing Campaign Module has been used to target the appropriate customer profiles, the campaign can be recorded against the customer. During a booking process, the user can select from the specific list of the campaigns that have been recorded against that customer. Figure 13: Example list of Marketing Campaigns logged against the client profile Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 12
Other Campaigns Using the Other Campaigns field will allow the user to select a marketing campaign from all those saved in the database irrespective of whether they have been recorded against the customer profile or not. Figure 14: Example list of all Marketing Campaigns issued from Dolphin The user can also select from all marketing campaign codes directly in the Travel Folder as well. Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 13
Figure 15: Marketing Campaign Code field in the Travel Folder These fields can then be filtered on in a number of reports and below is an example showing the criteria selections that can be introduced. Figure 1614: Folder Marketing Statistics and Campaign Code filters within the Reporting Module Querying the database for the target customers In brief, there are three types of query that can be made to the database: Customer Level Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 14
This is where the criteria fields will reside (mainly) in the customer profile such as customer type, membership type, special interests, source code, customer contact details (telephone, address, email address) Folder Level Queries made at this level will be based upon fields such as overall destination, departure date, booking value, and travel purpose Item Level A query at this level will be looking at the items that have been included in a travel folder such as hotel/flight suppliers, destinations, product start date, number of days booked for etc There are numerous combinations of criteria that can be used to identify the customers to be targeted. Here are a couple of examples: Example Criteria Set 1 All direct customers that are interested in Motor Racing, born between 01 January 1950 and 31 Dec 1994 and live in Kent, Surrey, East/West Sussex, Hampshire, Dorset, Berkshire, Middlesex, Essex or Cambridgeshire. Figure 1715: Example Filter Criteria Set 1 Example Criteria Set 2 All clients that have been either been quoted for or made a booking to Spain, Italy or France between 01 January and 31 December 2014 where the booking value is greater than 3000. Figure 1816: Example Criteria Set 2 Tagging the Marketing Campaign to the Customer Profile Once the appropriate customers have been identified and the marketing campaign is committed, all customers included in that campaign will have the Marketing Campaign Code recorded in the Contact tab of the Client Profile. This assists sales staff in selecting the appropriate Marketing Campaign Code for each new enquiry/booking as Dolphin will present a list of those campaigns applicable to the customer in question. Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 15
Output File for Email Marketing Software The output will include a list of customers names, addresses (postal and/or email) and telephone numbers according to the data fields you have populated in Dolphin.. The list is created into a CSV format file which can be imported into a dedicated marketing tool, for example Constant Contact, Dot Mailer and Mail Chimp. Alternatively the output could be captured via mail-merge tools into software that would support a printed marketing campaign, for example Microsoft Word.(registered symbol). Reports Module As with the Marketing Module, Dolphin allows the user to generate reports form the database using a number of criteria. Using pre-configured database queries (views), the user is able to extract a wide variety of detail about customers, enquiries and bookings. There are a number of default reports within the system and it is also possible to manipulate reports in different ways to achieve tailored outputs based upon the same underlying data. For example, the Folder Activity Report can be set up to display differently when being generated by a user in the Marketing Department compared to a user in the Reservations Department. This may be because the Marketing Department wants to subtotal/group the report by the campaign code (Figure 19Figure 11) assigned to the bookings whereas the Reservations Manager may want to group by the booking owner (Figure 20Figure 12). Formatted Formatted Check spelli Formatted Formatted Figure 1917: Report Grouped By Campaign Code Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 16
Figure 2018: Report Grouped By Booking Owner More detail on this can be found in the Reports Module training guide as well as the Getting The Most From Reports in Dolphin bulletin. External Integration Whilst Dolphin offers a wide variety of CRM functionality, you may need to use it in parallel with a dedicated CRM application (e.g. Salesforce, Microsoft Dynamics) to access broader CRM functionality In this case, you may wish to use Dolphin s XML web services to connect to an external application however we would recommend a detailed analysis takes place to establish the level of information to be passed as well as the direction that the information needs to be exchanged the two systems. Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 17
Next Steps This document is intended to give you a broad overview of the Dolphin CRM capability and is not designed as a user guide. If you need additional help to implement your CRM strategy within Dolphin, we can offer training or consultancy services. Please contact the Dolphin Sales team if you require further information on these services. Email: sales@dolphind.com Telephone: +44 208 394 6001 Dolphin Dynamics How Dolphin Can Help With Your CRM Strategy 18