Andrew Duff - Judy Watson - Darren Austin TMI Summer Workshop, 6 July 2004

1. Customer Contact: a framework for action Andrew Duff - Judy Watson - Darren Austin TMI Summer Workshop, 6 July 2004

2. A collaborative approach Customer Contact: a framework for action • VisitBritain (VB) • LDA, RDAs, and RTBs/‘Regional Delivery Partners’ • TMI, DMO and TIC representatives • NetworksforTourism Ltd • other interested parties

3. Purpose Customer Contact: a framework for action • Strategic context for contact services, including DMOs, TICs, call centres • Scope for use of new contact channels during the visitor experience • Guide VB and others’ planning for contact services

4. Strategic aims Customer Contact: a framework for action • Fulfil customer expectations through quality services and content • Add value via length of stay, spread, repeats and recommendations • Support strategic marketing • Support sustainable management • Access for all to information

5. Progress Customer Contact: a framework for action • Report on Stage 2 e-consultation • Working group: developing proposals for key elements in the strategy • Now: time to review and validate proposals • Action Plan – who does what, when, etc?

6. Source: Mandy Lane The Customer Journey Customer Contact: a framework for action

7. Emerging channels Customer Contact: a framework for action In addition to ‘traditional’ services... • CRM/e-mail management - highly tailored email messages • Web-chat, Web-call, online Q&A, collaborative web browsing • Mobile services that “touch” customers wherever they are

8. Key proposals Customer Contact: a framework for action 1. National access to information and contact services 2. Services for customers ‘on the move’ 3. Re-vitalising the TIC network 4. Brand marque for information and contact services 5. CRM and marketing integration

9. Access to Services Customer Contact: a framework for action • Complete EnglandNet and coverage of destinations with DMS’s • Distribute information to consumers through multiple channels, including TICs, contact centres, Web, mobiles • National access routes to regional & local booking services, enabled by EnglandNet

10. National call centre?

11. Call routing: new approach Customer Contact: a framework for action • Manage multimedia (telephone, e-mail, web connections) customer contact efficiently • Ensure call routing delivers a high quality user experience • Potential for speech technology to enable self-service for callers? Potential for call routing ‘pathfinder’ project?

12. Landline number Mobile number Calls routed to predefined points according to agreed criteria Info/Booking enquiry? Specific destination? Brochure order? Local TIC Region/DMOor Agency Centre Mail system Call routing: illustration Customer Contact: a framework for action + Web chat, SMS…?

13. Customers on the move Customer Contact: a framework for action • Mobile map/direction-finding services may increase demand for tourism data • Potential for events and entertainment products with reservations capability • Needs national distribution via EnglandNet • Link to national and local marketing campaigns Potential for mobile ‘pathfinder’ project?

14. Revitalising the TIC Network Customer Contact: a framework for action • Integral to framework for action: proposals for revitalising the TIC network • Review and drive forward network standards, and how delivered • Briefly: • National steering group led by VB • All stakeholders to be represented • Share best practice

15. Tourist Information provision Customer Contact: a framework for action • Quality locations subject to consumer demand • Inclusion of TICs where appropriate within national campaigns • Customer Relationship Management, e-marketing, e-commerce • Scope for new methods of provision – new business models

16. Tourist Information options Customer Contact: a framework for action • Good practice available – use it • Explore Hub – Gateway – Satellite approach • Explore ‘local’ provision – Points, Kiosks, shared premises, etc • Share/co-operate across boundaries – real or perceived – LA/DMO/Regional • Role of regional/sub-regional delivery plans

17. Tourist Information funding Customer Contact: a framework for action • Economic impact and market relevance of TICs must be demonstrated to gain support • Commerciality – consider franchise, private sector support and partnership, follow good practice models • RDAs’ focus on strategic investment to help regenerate and revitalise

18. Customer Service Quality Customer Contact: a framework for action • Need for a national brand quality marque • Cover all tourist information and customer contact services • Enhance contact systems and services for staff of TIC/DMO/other contact services • Deliver quality and recognise it!

19. Customer Relationship Customer Contact: a framework for action • Promote adoption of CRM/e-marketing • Integrate marketing and customer contact services • Support local and strategic campaigns with highly targeted/relevant e-mail • Data mining /analysis to understand market requirements, choices, etc

20. Customer Relationship Customer Contact: a framework for action • Demonstration of VisitBritain Achiever CRM system… 8

21. INFORMATION SERVICES • Regional/local delivery plans • Best practice guidance Online services RDAs/RTBs/DMOs NATIONAL ACCESS • Product content • E-Booking services • Call routing Contact Centres VB/Regions/DMOs BRAND QUALITY MARQUE • Contact service standards • Quality marque TIC walk-ins Customer VB/RTBs/DMOs Information points CRM/ e-MARKETING TOOLKIT • Data capture, import/ export • e-Marketing campaign tools CRM/e-marketing VB/RTBs/DMOs Action…? Customer Contact: a framework for action SUMMARY DIAGRAM

22. Customer Contact: a framework for action Working together to enable more people to plan, book and enjoy England