Kinnari Ladha, group head of business intelligence and data – group marketing at TUI Group has some words of advice for fellow data professionals seeking to gather, draw insight and benefit from customer data. She points out the questions they should ask themselves, the data infrastructure used at TUI, and the surprising sources of data used by the travel company.
TUI is in the process of becoming a more data-driven organisation. This is somewhat of a challenge considering the size and scale of the company. Tourism Union International has 380 hotels, 70,000 employees and 20 million customers.
Ladha has an overview of what tools and infrastructure the company has to set out on a data and insights journey and advises other companies wanting to do the same to ask themselves a series of questions before starting.
They are the following. Are you ready? What IT and budget constraints do you have? Is your data ready? Do you know what data you have and where? Are your analysts ready? What skill set should you have?
Ladha explained that TUI wanted to use data to be able to send more personalised messages to its customers. The three pre-holiday emails each customer currently gets is basic and rules-based, with everybody getting the same message, but TUI wants to move away from that approach.
She gave an example of how sending the right message to the right customer at the right time can improve customer service.
“If you are a young customer and you get an email telling you about an over-50s holiday, you will be dissatisfied. Everyone wants a level of personalisation. This is about using our email platform to make sure we send you the right content,” Ladha said.
She went on to say that the right personalised message can help improve the customer journey and thus the customer experience. “It helps customers to make holiday booking a lot easier, shorter, and if you get the right email with the right holiday offer it’s going to make your decision-making process a lot faster. We have a lot of power with our data, but we need to be more clever and faster about it.”
So what data sources, tools and infrastructure can TUI tap and make use of to draw insights in a more clever and faster way?
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