Top tour operator

Travel | 10 Tsd. employees | >1 Mln. clients | Middle Germany | Offices in 16 European countries | >1 Mrd. € annual turnover

An individual enterprise solution for customer lifecycle, CLV and RFM-analysis for German tour operator for better segmentation and base scoring.

Initial situation

  • 300 Tsd. transactions (extract)
  • 100 Tsd. customers
  • Online/Web, Booking engines
  • CRS systems, SAS DWH, SAP ERP, Microsoft CRM

Challenges and Problems

  • No financial estimation of customer base
  • No CLV and no total CLV
  • No RFM analysis for marketing
  • No Churn/Retention tracking

Solution

  • Collected the transactional data from DWH and other systems
  • Rolled out individual enterprise solution for customer lifecycle, CLV and RFM-analysis
  • Create individual CLV & RFM reports

Results

  • 90% are 1-timers and churn 1-timers
  • Found 2510 dormant clients
  • Created reactivation campaign for dormants
  • Increased the CLV for reactivated dormants from 539€ to 1162€
  • Created CLV-based customer base reporting for executive board