Solos Holidays is a specialist tour operator providing holidays for the single traveller. We designed and built a bespoke hosted CRM database that resulted in improved marketing ROI.
In 2014 Solos approached Rhapsody to help them improve customer communication and engagement and see how they could identify and reward their most loyal and valuable customers. They sought an agency that could not only provide technical solutions, but add the vital support and consultation to further develop a CRM strategy.
Solos had collected a great deal of legacy data from numerous, disparate sources as well as fresh data on a daily basis through a new CMS. The objective was to collate all information into a single resource that would allow the extraction of meaningful and truly actionable insight on customer demographics and transactions. Solos recognised that repeat business from returning customers was vital to their continued success but were frustrated that they were unable to identify or acknowledge loyal customers in a satisfactory way.
Rhapsody’s solution was to develop and build a bespoke CRM database to provide a Single Customer View (SCV) of their business. The first stage was to import, rationalise, cleanse, de-dupe and re-format 15 years of Solos legacy booking and customer data. Once this was complete, we then channelled the fresh data gathered daily via an internal booking system and e-commerce website, through a set of custom built algorithms that would continually cleanse, verify and sense check before adding it to the main database.
Once the CRM database was active, we supplied custom-built, weekly reports that provided the client with geo-demographic, campaign response, acquisition and retention analysis. This information enabled Solos to develop segmented multi-channel marketing campaigns including targeted email communications through our managed email broadcast platform.
We also undertook a number of deep analytical projects to better understand and identify customer value, the buying process and the ROI of printed communications in the overall marketing mix.
The new database and reporting has enabled the client (in conjunction with our campaign management services) to quickly identify key segments for more targeted marketing. Results show a clear improvement in ROI where such segmentation has been applied, with some campaigns achieving as much as three times the average response rate to a ‘one message fits all’ campaign.