Trafalgar updates automated nurturing programme

TRAFALGAR announced
updates to its automated
nurturing programme, which
focuses on monitoring
customers before, during and
after a trip.
Theresa Szejwallo, md
of The Travel Corporation,
says the programme now
entails three touch points.
As soon as a customer
makes a booking, they are
sent an automated yet
personalised e-letter to say
thank you. Next, they receive
a questionnaire to complete
while on their trip. Lastly,
they are welcomed home
with another personalised
e-letter.
“The questionnaire
feedback is especially useful
to us. For example, if a
customer says they would
travel to Italy with us again
in two years, we would
make a note in our system
to automatically send them
our Italy specials in a year’s
time,” Theresa says.
The personalisation does
not stop there. “Any time
after making a booking,
a client can log in to our
new website, My Trafalgar,
to activate their booking.
There they can add personal
details, such as whether
they are vegetarian or have
an interest in history. We
use this information to
tailor-make their trip and
personalise our e-letters
to them,” Theresa says.
Customers can also send
photos from their trip to
friends and family and load
emergency contact details on
the site.
The updated programme
also comes with perks for
both clients and agents. If
a client pays a deposit and
then cancels a booking, they
do not lose their money.
“Instead, they are credited
with the full amount, which
they can redeem if they book
with the same travel agent in
future,” Theresa says.