20. Case: Upsell @ Thomas Cook
• Existing situation:
• Sales of upsell depending on pro-activeness of travel agent
• Sales of upsell depending on workload call-center
• Upsell sales not always the highest priority
• Bottom line: we leave money on the table
• Business goal: improve revenu on upsell services
• Business request: can we work out our scenario that runs with little or
no human intervention?
21. Case: Upsell @ Thomas Cook
• Development of complex upsell campaign for Neckermann
• Automated campaign that targets Neckermann bookers
• Email dynamically filled depending on:
• Type of holiday (flight and hotel, flight only, SMH, LMH)
• Time of booking (vroegboeking, last minute)
• Time of departure (some offer should not be offered)
• Departure and arrival airport
• Duration of the holiday
Maximum 8 mails
• Kids / No Kids
if timeframe allows ,
• Car / No Car
Each time filled
• Seat in airplane
differently
• Type of meal
depending on
• Language & Gender of the receiver
parameters
23. Case: Upsell @ Thomas Cook
• What we did:
• Use bookings info and CRM info via Salesforce to Selligent to select
the matching target audience and create dynamic segments
• Create SIM article database that contains content information in
two languages (text, images, url, price information)
• Build in checks for opt-in, timings
• Create stored procedure so campaign can run daily
• Set up automated reporting
• Who did it: consultant (briefing, as is analysis), Campaign developer
(campaign flow, mail template), SIM developer (database, stored
procedures), Graphic designer (icons and images) and very important…
…a smart pro-active customer !
24. Case: Upsell @ Thomas Cook
Results:
Substantial revenu is generated
through the campaign
Human intervention is limited to
changing content whenever upsell
services, destinations or prices
change
Upsell campaign expanded to
other TC-brands and types (ski
holidays)
25. Conclusion
Get the most out of your data
Create smart campaigns for:
Upsell or cross-selling Save money
Event management increase efficiency
improve customer
Lead management experience
Improve business processes
Frontoffice
Customer profile completion / correctness
…