Description
the customer relationship management at Cleartrip. It explains the CRM solution deployed by cleartrip.
?
? ? ?
Cleartrip.com is an easy to access one stop shop for all customers and travellers. It offers convenience, varied choice, multiple payment options, competitive prices, all information regarding destination and unparallel extensive customer support. Launched in July 2006. Nearly 30% market share One of top 3 players in the Indian market.
? ?
? Cleartrip’s mantras
Simple: Aims to be the easiest place to search and book travel Comprehensive: Continuously working closely with suppliers to add more airlines and hotels to the search. Reliable: Making travel simple implies making a travel site that just works and works. Responsible: No excuses for airlines or hotels or availability or prices. If a price is shown, they will honour it, come what may.
?
?
Has the marketing firm enhanced its customer acquisition process by:
? a) Acknowledging and Leveraging the Influence of Non-
Marketing People and Institutions on Customers, for example, of influencers, Referrals, Suppliers, Recruitment and Internal Markets Initiators, Influencers, Gatekeepers, Deciders, Approvers, Buyers, and Users People, Physical Evidence, and Processes; and Recognition of Customer Service as the Core Offering and Differentiator
? b) Targeting the Whole Customer Decision-Making Unit:
? c) Expanding the Marketing Mix from 4Ps to 7Ps to Include
Influence of Non-Marketing People and Institutions on Customers
INFLUENCER MARKETS: ? Industry experts: Cleartrip supports India’s offline travel agents and stands by them in their time of need(It’s expected that around 35,000 agents and sub-agents will be forced to shut shop (by October), because of commission erosion in flight bookings – so ClearTrip might want to partner with these agents and gain network/distributors (ClearTrip can sell packaged tours/international tickets/hotel bookings etc). ? Media channels: Ads on other websites like oneindia.com
REFERRAL MARKETS: ? Blogs ? Customer forums ? Other websites like pluggdin.com ? Online polls
SUPPLIER MARKETS: ? Airlines or hotels having tie-up with Cleartrip & advertising the travel portal.
RECRUITMENT MARKETS: It tries to employ people with the following characteristics, therefore, markets itself accordingly on the various job sites:
? ? ? ? ? ? ? ? ? ?
Positive attitude and motivation Dynamism, creativity, innovation Intelligence, level-minded and good GK and geographical knowledge Customer service and soft skills Service orientation and listening skills Technology savvy Knowledge of the industry and industry practices Time management skills Oral comprehension and persuasiveness Knowledge of current social media- such as blogs, you tube, usergroups, etc
INTERNAL MARKETS:
? Cleartrip has attracted a senior, respected management team, which is unrivalled in its ability to convert this opportunity into a successful operation
Buying Influences
Initiator Influencer Gatekeeper Decider Approver
• Search engines • Friends, family & relatives • Magazines & newspapers • Search engines • The person who is supposed to travel will look at the prices & timings before taking the decision • The person who will be making the payment will be the one approving the buying decision • The one who finally books the ticket is the buyer • The person who travels is the user over here
Buyer
User
Marketing Mix -7 Ps
Product/Service
Features:
• Simple, user-friendly website • Reduces complexity of booking the ticket by making available information about all the offers at one place. • Ability to book roundtrip flights on a single page • Advanced sorting features
Productservice Bundle:
• Fare calendar, graphs and the train availability calendar
Enhanced Need Set
• It gives the information of other travel websites also • Recently launched a travel solution for corporate that helps corporate manage their travel requirements and budget
Price
? Easier for you to find fully
refundable fares
? Fully refundable fares are often
available for only an additional Rs.100-200
? To make it easier to select
refundable fares, we've added a "Show refundable fares only" checkbox to our search filters; directly below the price slider
Communications
Cleartrip has tied up with Star India’s mobile application PLUS, to deliver travel related information to users Setting up a Blog and a customer forum
Acquire over 25 per cent of our traffic through search engine marketing and 20 per cent of our traffic through search engine optimisation
Focus on online affiliate programmes to drive qualified customers to the site
PR has been another key driving force in the marketing mix
Also present on Twitter with a fan following of over 350 individuals (arguably having one of the largest numbers of followers currently for a travel brand in India)
Delivery Channel
? Found through search engines ? Reason for going in for physical stores is slow
penetration of broadband and Internet facilities in the country. ? Cleartrip has started kiosks in five Big Bazaars in Mumbai as part of a tie-up with the Kishore Biyaniowned Future Group. ? The customers can make bookings for their air tickets, holiday packages and other offerings and also have the option to pay through extended monthly instalments with Future Money providing finances for the same.
Moving from 4Ps to 7Ps
People
Since its an online web portal, the total team comprises of 40 people, so as part of marketing mix this P isn’t very pronounced •Cleartrip has tried to make its processes more efficient •Tie-up with Cartesian Physical evidence exists in the form of information on websites, blogs & newly formed kiosks
Processes
Physical Evidence
Thus, we can conclude that Clear trip has not made a definite shift from 4 Ps to 7 Ps, but it is certainly making an endeavor to do so. With due course of time it will make the shift
Does the company use any of the following CRM tools for acquiring customers?
Yes
? Lead and Opportunity Management
Yes
? Campaign Management
No
? Event-Based marketing
CRM Solution at Cleartrip
? Veon Consulting has recommended Sugar CRM for
Cleartrip
? Veon customized few existing modules of SugarCRM and
integrated with few completely new developed modules
management module for Cleartrip
? Veon also configured and customized Campaign ? It ensured better campaign management and tracking ? The solution also encompassed implementation of Lead
Management module.
Lead & opportunity management
Lead Processing :
• This process enables manual and automatic qualification of leads to set the lead qualification level. • Also includes the creation of a business transaction, such as an opportunity, from a lead.
Lead Analysis
• Analyzes the success, efficiency, and processing over time of leads • An opportunity is a recognized possibility for business. • The opportunity makes up the framework for displaying sales projects from the beginning, and monitoring their success. • n this process, a business activity is created, and the data you entered is automatically transferred to the groupware administration system • Next, the business activity is documented, for example, using an activity journal or questionnaire. • the planning tasks are closely reconciled with the business planning and operational planning tasks • The different planners can access the same data but plan at different levels.
Opportuni ty Processing
Activity Processing
Sales Planning and Forecastin g
Opportuni ty Analysis
• Offers a specific set of analyses that look at opportunities in detail. • Monitors expected revenues, the opportunity pipeline, progress towards opportunity completion, and opportunity success. • Feeds the information back into the sales cycle by using the results to discover which customers to target in subsequent marketing campaigns
Campaign Management
It combines elements of Operational and Analytical CRM. Campaign management functions include:
Target groups formed from the client base according to selected criteria Sending campaign-related material (e.g. on special offers) to selected recipients using various channels (e.g. e-mail, telephone, SMS, post) Tracking, storing, and analyzing campaign statistics, including tracking responses and analyzing trends
Retain Profitable Customers
? Cleartrip for Business
? Manage people
? ? ?
Allows user to add a list of people and also categorize according to departments. Very easy to add people through Vcard files. Customized to provide access to multiple people with different rights.
? Powerful travel tools
?
Sophisticated set of filters to account for the entire itenary.
Tracks individual/department spending Easy reports through data mining and analysis Control excess spending
? Travel reporting
? ? ?
? Secure central payments ? Group travel calendar
?
Supports the industry-standard iCalendar format.
Cleartrip for Business
500 companies have already signed up
Retain Profitable Customers
? Customer Loyalty Program
? Awards points for all bookings which cane be redeemed later for
gifts from select apparels ? Every user has an account where points get accumulated ? Tie-ups with airlines for respective loyalty programs/frequent flier points ? Access to airport lounges
? Blog – Social forum
? Cleartrip blog: users are welcome to write about any topic under
the sun, share photographs and statistics ? Provides the sense of belonging
Retain Profitable Customers
? Twitter – as a CRM tool
? Cleartrip has been proactively engaging its customers through twitter
to reply queries, resolving issues and requesting feedback to enhance its customer service levels
? QPX airfare shopping system
? Leveraging the inherent flexibility of QPX allows Cleartrip, to
continuously innovate, enhance and improve its website while providing customers with a memorable online shopping experience.
? Cancellation fees
? Provides the refundable fees even before cancellation
Enhance Customer’s Life Time value
?
Customer life time value is the present value of the future cash flows attributed to the customer relationship
? Cross-selling and Up-selling
? Allows customers to book for hotels, trains along with flights ? Allows international booking as well
? Event based marketing
? Associates with colleges to sponsor competitions
? Customization
? Cleartrip Business – highly customized ? Provides the refundable fees before cancellation
Enhance Customer’s Life Time value
? Discounts
? Tie-ups with certain banks to offer
discounts/offers on credit card usage ? Tie-ups with airlines for discounts
? ‘Flights plus Hotel Search’
? empowers the customer to plan his
trip by offering him the flexibility to mix and match any airline with any hotel and get the total price instantly as against choosing.” from predetermined packages.
Managing travellers and users was never this easy
? Add Unlimited Number of People
? Import People and Contact Data using Industry-standard
V-Card
? Manage User Accounts and
Permissions using 4-level of access.
Powerful tools for booking and managing travel
? Book Flight, Trains and Hotels
worldwide.
? Book the perfect trip using host
of sophisticated sorting and filtering options.
? Trip-Advisors, Travel Reviews
and Star Ratings.
? Powerful Array of Trip
Notification Tools
Online reporting tracks companywide travel expenses
? Track Individual and
Departmental spending
? Easy download of Travel
Reports in .csv and excel formats.
? Control Excess Spending.
ATL and BTL Marketing Campaign
? SMS-Marketing ? E-Marketing ? Cleartrip Blog ? Cleartrip Podcasts
? Cleartrip Newsletter
? Billboard Marketing ? Telemarketing ? Print Ad’s ? TV Commercials (TVC)
Cleartrip Last Minute Deals
? Discount Offers.
? Cross-Selling.
? Contests.
? Deal of the Day/ Hot Deals
TV Commercials
Strategy for handling Unprofitable Customers..
? Who is an unprofitable customer? ? A customer who visits cleartrip.com to check prices and buys tickets from individual airlines websites. ? Cleartrip’s strategy is to sell tickets at lower prices than individual airlines
? A customer who buys tickets and cancels it at the last
moment. ? Cleartrip’s strategy is to put high cancellation charges and offer non refundable tickets
Strategy for handling Unprofitable Customers..
? A loyal customer who has the access to SMS and mails
for all the new offers but s/he still deflects to other websites ? Cleartrip’s strategy is to check the customers profitability every quarter and degrade the unprofitable ones
Cleartrip.com - Appeaser
? Cleartrip.com also follows the policy of appeasement
like any other service industry company ? A disgruntled customer is worse than no customer ? Some of the common complaints made are
? No refunds made ? Payment not completed ? Tickets not delivered
? Cleartrip makes sure the complaints are addressed so
that they do not become the reason for customer deflection.
Ensuring full security and privacy through IT
Employs appropriate best-of-class technical security measures to protect your personal information.
wherever possible ?When you transact on you are assigned a User Name and Customer Security Codes and then use these codes to access your account. ?All messages with travel in a secure messaging e’ment. monitors and reviews transactions on an on-going basis, to identify potentially fraudulent situations and take immediate corrective steps to mitigate/limit any damage caused/likely to be caused from the same.
?Information storage is on secure computers and information is encrypted
B2B Marketing Partners of
Travel insurance partner
Global communication solutions partner
Railway E-ticket Authorized partner
Forum and Blogs
Thank You!!!
doc_589197840.pptx
the customer relationship management at Cleartrip. It explains the CRM solution deployed by cleartrip.
?
? ? ?
Cleartrip.com is an easy to access one stop shop for all customers and travellers. It offers convenience, varied choice, multiple payment options, competitive prices, all information regarding destination and unparallel extensive customer support. Launched in July 2006. Nearly 30% market share One of top 3 players in the Indian market.
? ?
? Cleartrip’s mantras
Simple: Aims to be the easiest place to search and book travel Comprehensive: Continuously working closely with suppliers to add more airlines and hotels to the search. Reliable: Making travel simple implies making a travel site that just works and works. Responsible: No excuses for airlines or hotels or availability or prices. If a price is shown, they will honour it, come what may.
?
?
Has the marketing firm enhanced its customer acquisition process by:
? a) Acknowledging and Leveraging the Influence of Non-
Marketing People and Institutions on Customers, for example, of influencers, Referrals, Suppliers, Recruitment and Internal Markets Initiators, Influencers, Gatekeepers, Deciders, Approvers, Buyers, and Users People, Physical Evidence, and Processes; and Recognition of Customer Service as the Core Offering and Differentiator
? b) Targeting the Whole Customer Decision-Making Unit:
? c) Expanding the Marketing Mix from 4Ps to 7Ps to Include
Influence of Non-Marketing People and Institutions on Customers
INFLUENCER MARKETS: ? Industry experts: Cleartrip supports India’s offline travel agents and stands by them in their time of need(It’s expected that around 35,000 agents and sub-agents will be forced to shut shop (by October), because of commission erosion in flight bookings – so ClearTrip might want to partner with these agents and gain network/distributors (ClearTrip can sell packaged tours/international tickets/hotel bookings etc). ? Media channels: Ads on other websites like oneindia.com
REFERRAL MARKETS: ? Blogs ? Customer forums ? Other websites like pluggdin.com ? Online polls
SUPPLIER MARKETS: ? Airlines or hotels having tie-up with Cleartrip & advertising the travel portal.
RECRUITMENT MARKETS: It tries to employ people with the following characteristics, therefore, markets itself accordingly on the various job sites:
? ? ? ? ? ? ? ? ? ?
Positive attitude and motivation Dynamism, creativity, innovation Intelligence, level-minded and good GK and geographical knowledge Customer service and soft skills Service orientation and listening skills Technology savvy Knowledge of the industry and industry practices Time management skills Oral comprehension and persuasiveness Knowledge of current social media- such as blogs, you tube, usergroups, etc
INTERNAL MARKETS:
? Cleartrip has attracted a senior, respected management team, which is unrivalled in its ability to convert this opportunity into a successful operation
Buying Influences
Initiator Influencer Gatekeeper Decider Approver
• Search engines • Friends, family & relatives • Magazines & newspapers • Search engines • The person who is supposed to travel will look at the prices & timings before taking the decision • The person who will be making the payment will be the one approving the buying decision • The one who finally books the ticket is the buyer • The person who travels is the user over here
Buyer
User
Marketing Mix -7 Ps
Product/Service
Features:
• Simple, user-friendly website • Reduces complexity of booking the ticket by making available information about all the offers at one place. • Ability to book roundtrip flights on a single page • Advanced sorting features
Productservice Bundle:
• Fare calendar, graphs and the train availability calendar
Enhanced Need Set
• It gives the information of other travel websites also • Recently launched a travel solution for corporate that helps corporate manage their travel requirements and budget
Price
? Easier for you to find fully
refundable fares
? Fully refundable fares are often
available for only an additional Rs.100-200
? To make it easier to select
refundable fares, we've added a "Show refundable fares only" checkbox to our search filters; directly below the price slider
Communications
Cleartrip has tied up with Star India’s mobile application PLUS, to deliver travel related information to users Setting up a Blog and a customer forum
Acquire over 25 per cent of our traffic through search engine marketing and 20 per cent of our traffic through search engine optimisation
Focus on online affiliate programmes to drive qualified customers to the site
PR has been another key driving force in the marketing mix
Also present on Twitter with a fan following of over 350 individuals (arguably having one of the largest numbers of followers currently for a travel brand in India)
Delivery Channel
? Found through search engines ? Reason for going in for physical stores is slow
penetration of broadband and Internet facilities in the country. ? Cleartrip has started kiosks in five Big Bazaars in Mumbai as part of a tie-up with the Kishore Biyaniowned Future Group. ? The customers can make bookings for their air tickets, holiday packages and other offerings and also have the option to pay through extended monthly instalments with Future Money providing finances for the same.
Moving from 4Ps to 7Ps
People
Since its an online web portal, the total team comprises of 40 people, so as part of marketing mix this P isn’t very pronounced •Cleartrip has tried to make its processes more efficient •Tie-up with Cartesian Physical evidence exists in the form of information on websites, blogs & newly formed kiosks
Processes
Physical Evidence
Thus, we can conclude that Clear trip has not made a definite shift from 4 Ps to 7 Ps, but it is certainly making an endeavor to do so. With due course of time it will make the shift
Does the company use any of the following CRM tools for acquiring customers?
Yes
? Lead and Opportunity Management
Yes
? Campaign Management
No
? Event-Based marketing
CRM Solution at Cleartrip
? Veon Consulting has recommended Sugar CRM for
Cleartrip
? Veon customized few existing modules of SugarCRM and
integrated with few completely new developed modules
management module for Cleartrip
? Veon also configured and customized Campaign ? It ensured better campaign management and tracking ? The solution also encompassed implementation of Lead
Management module.
Lead & opportunity management
Lead Processing :
• This process enables manual and automatic qualification of leads to set the lead qualification level. • Also includes the creation of a business transaction, such as an opportunity, from a lead.
Lead Analysis
• Analyzes the success, efficiency, and processing over time of leads • An opportunity is a recognized possibility for business. • The opportunity makes up the framework for displaying sales projects from the beginning, and monitoring their success. • n this process, a business activity is created, and the data you entered is automatically transferred to the groupware administration system • Next, the business activity is documented, for example, using an activity journal or questionnaire. • the planning tasks are closely reconciled with the business planning and operational planning tasks • The different planners can access the same data but plan at different levels.
Opportuni ty Processing
Activity Processing
Sales Planning and Forecastin g
Opportuni ty Analysis
• Offers a specific set of analyses that look at opportunities in detail. • Monitors expected revenues, the opportunity pipeline, progress towards opportunity completion, and opportunity success. • Feeds the information back into the sales cycle by using the results to discover which customers to target in subsequent marketing campaigns
Campaign Management
It combines elements of Operational and Analytical CRM. Campaign management functions include:
Target groups formed from the client base according to selected criteria Sending campaign-related material (e.g. on special offers) to selected recipients using various channels (e.g. e-mail, telephone, SMS, post) Tracking, storing, and analyzing campaign statistics, including tracking responses and analyzing trends
Retain Profitable Customers
? Cleartrip for Business
? Manage people
? ? ?
Allows user to add a list of people and also categorize according to departments. Very easy to add people through Vcard files. Customized to provide access to multiple people with different rights.
? Powerful travel tools
?
Sophisticated set of filters to account for the entire itenary.
Tracks individual/department spending Easy reports through data mining and analysis Control excess spending
? Travel reporting
? ? ?
? Secure central payments ? Group travel calendar
?
Supports the industry-standard iCalendar format.
Cleartrip for Business
500 companies have already signed up
Retain Profitable Customers
? Customer Loyalty Program
? Awards points for all bookings which cane be redeemed later for
gifts from select apparels ? Every user has an account where points get accumulated ? Tie-ups with airlines for respective loyalty programs/frequent flier points ? Access to airport lounges
? Blog – Social forum
? Cleartrip blog: users are welcome to write about any topic under
the sun, share photographs and statistics ? Provides the sense of belonging
Retain Profitable Customers
? Twitter – as a CRM tool
? Cleartrip has been proactively engaging its customers through twitter
to reply queries, resolving issues and requesting feedback to enhance its customer service levels
? QPX airfare shopping system
? Leveraging the inherent flexibility of QPX allows Cleartrip, to
continuously innovate, enhance and improve its website while providing customers with a memorable online shopping experience.
? Cancellation fees
? Provides the refundable fees even before cancellation
Enhance Customer’s Life Time value
?
Customer life time value is the present value of the future cash flows attributed to the customer relationship
? Cross-selling and Up-selling
? Allows customers to book for hotels, trains along with flights ? Allows international booking as well
? Event based marketing
? Associates with colleges to sponsor competitions
? Customization
? Cleartrip Business – highly customized ? Provides the refundable fees before cancellation
Enhance Customer’s Life Time value
? Discounts
? Tie-ups with certain banks to offer
discounts/offers on credit card usage ? Tie-ups with airlines for discounts
? ‘Flights plus Hotel Search’
? empowers the customer to plan his
trip by offering him the flexibility to mix and match any airline with any hotel and get the total price instantly as against choosing.” from predetermined packages.
Managing travellers and users was never this easy
? Add Unlimited Number of People
? Import People and Contact Data using Industry-standard
V-Card
? Manage User Accounts and
Permissions using 4-level of access.
Powerful tools for booking and managing travel
? Book Flight, Trains and Hotels
worldwide.
? Book the perfect trip using host
of sophisticated sorting and filtering options.
? Trip-Advisors, Travel Reviews
and Star Ratings.
? Powerful Array of Trip
Notification Tools
Online reporting tracks companywide travel expenses
? Track Individual and
Departmental spending
? Easy download of Travel
Reports in .csv and excel formats.
? Control Excess Spending.
ATL and BTL Marketing Campaign
? SMS-Marketing ? E-Marketing ? Cleartrip Blog ? Cleartrip Podcasts
? Cleartrip Newsletter
? Billboard Marketing ? Telemarketing ? Print Ad’s ? TV Commercials (TVC)
Cleartrip Last Minute Deals
? Discount Offers.
? Cross-Selling.
? Contests.
? Deal of the Day/ Hot Deals
TV Commercials
Strategy for handling Unprofitable Customers..
? Who is an unprofitable customer? ? A customer who visits cleartrip.com to check prices and buys tickets from individual airlines websites. ? Cleartrip’s strategy is to sell tickets at lower prices than individual airlines
? A customer who buys tickets and cancels it at the last
moment. ? Cleartrip’s strategy is to put high cancellation charges and offer non refundable tickets
Strategy for handling Unprofitable Customers..
? A loyal customer who has the access to SMS and mails
for all the new offers but s/he still deflects to other websites ? Cleartrip’s strategy is to check the customers profitability every quarter and degrade the unprofitable ones
Cleartrip.com - Appeaser
? Cleartrip.com also follows the policy of appeasement
like any other service industry company ? A disgruntled customer is worse than no customer ? Some of the common complaints made are
? No refunds made ? Payment not completed ? Tickets not delivered
? Cleartrip makes sure the complaints are addressed so
that they do not become the reason for customer deflection.
Ensuring full security and privacy through IT
Employs appropriate best-of-class technical security measures to protect your personal information.
wherever possible ?When you transact on you are assigned a User Name and Customer Security Codes and then use these codes to access your account. ?All messages with travel in a secure messaging e’ment. monitors and reviews transactions on an on-going basis, to identify potentially fraudulent situations and take immediate corrective steps to mitigate/limit any damage caused/likely to be caused from the same.
?Information storage is on secure computers and information is encrypted
B2B Marketing Partners of
Travel insurance partner
Global communication solutions partner
Railway E-ticket Authorized partner
Forum and Blogs
Thank You!!!
doc_589197840.pptx