Success Story
Overhauling TUI Travel’s digital experience
Tap CXM’s expertise was a central tenet of a 5-year group-wide programme that transformed TUI Travel’s digital marketing capabilities across Europe.
Industry
Travel
Date delivered
2014-2019
Length of project
5 years
Solution provided
Understanding Customers as Individuals, Delivering Personalised CX at Scale, Connecting Customer Journeys Across Channels
Technology
Apteco FastStats, Tableau, Customer View Portal, Customer Marketing Platform
The Project
TUI Travel’s centralised CRM and slick outbound marketing automation engine is a soaring example of best-practice CXM. We’re proud to have been TUI’s adventure buddy from conception to delivery (and beyond) on a 5-year, group-wide transformation journey.
The Challenge
In 2015, TUI’s European CRM teams handled outbound marketing operations in silos. This meant fragmented customer intelligence, inconsistent CX, and underwhelming ROI on outbound activity.
TUI’s vision – to mature group-wide digital marketing capabilities – required more than one major digital transformation project. Tap CXM business consultant James Gent led our engagement in an ambitious, multi-faceted programme.
Centralise CRM data
Our CXM experts worked within TUI’s team as “Product Owners” for a new customer view solution that brought source market data from 12 countries into a centralised CRM.
Overhaul the holiday booking experience
We designed and implemented a refreshed marketing platform that significantly increased engagement and conversion, and automated important outbound comms.
Insights and analytics
Using Tableau, FastStats and best-practice expertise, we proactively pursued opportunities in TUI’s mobile app to analyse booking trends, calculate attributable revenue, and advise on cross- and up-sell strategies.
Break down siloes
By centralising CRM data and reviewing internal operations, we helped TUI to remove the barriers preventing access to customer insights.
“We work with Tap CXM to support us on our large digital transformation projects. Tap’s experience has provided a key role in helping us to deliver these initiatives. In particular, the work delivered by James has helped TUI to launch a pan-European marketing platform with impressive results.”
Simon Langthorne, Head of CRM, TUI Group
The Results
Within 12 months of centralising CRM data and implementing the new group marketing platform, TUI’s outbound marketing results were soaring:
- 23% uplift in revenue directly attributable to the new platform
- 230% click rate increase in outbound emails
- 194% action rate increase on landing pages
We’ve also seen operational efficiency improve without internal siloes. TUI’s European CRM teams can collaborate better and access the data they need to make strategic decisions.
Things also look better from the customers’ perspective. They get a highly personalised and consistent experience from the first interaction. It’s enabled by better data and automations that focus on relevant recommendations and attractive holiday deals.
