Some major data management issues prevented a famous travel agency from setting up a real one-to-one communication and improve customer loyalty. Thanks to Black Tiger Belgium’s structural solution, they have been able to quadruple the effectiveness of their communication and reduce costs by nearly 40 € per sent mailing.
Major data management issues while setting up a one-to-one communication strategy
The travel agency wanted to set up a real one-to-one communication strategy towards their customers to increase loyalty.
Along the way they experienced some major data management issues:
- 11 % of postal returns
- Duplicates individual/Household: some customers received their DM up to 6 times!
- Missing data for personalization because online and offline sources were not linked
Black Tiger Belgium single customer view
Black Tiger Belgium helps the client create a single customer view, detecting individual and household duplicates and adding a unique identifier to each customer. This also allows them to link information from several online and offline sources to the right customers.
Movers detection and correction of wrong addresses
Black Tiger Belgium checks the presence of movers within the company database 3 times a year, allowing them to exclude these people from the mailing, or to write to them at their new address.
The client also uses a Road 65 software to standardize their addresses before the mailing is sent, making sure they are not returned to sender because of missing or misspelled address information.
Optimizing ROI on Communication
The company saved over 70.000 € costs per year thanks to the decrease of postal returns from 11% to 0,7%. Moreover, the number of duplicates was drastically reduced, causing the redemption per mailing to rise from 1,23% to 4,31% and a gain of 38,45 € per sent mailing.