First Choice Chooses E.piphany CRM Software

Share this article:
The UK & Ireland division of First Choice Holiday PLC chose E.piphany E.6 CRM software to increase cross-sell and upsell opportunities across its multiple brands, E.piphany, San Mateo, CA, said yesterday.


First Choice is a leading European leisure travel company, encompassing more than 50 brands and 7 million customers. Its CRM objective is to streamline communications to obtain a single, consistent view of customers. Previously, each brand operated autonomously, without maximizing the chance to increase sales through cross-brand campaigns.


"As part of our commitment to change from a brand-centric to customer-centric organization, we looked for a CRM solution that would help us achieve our goal and [have] the flexibility to grow with us," said Claire Wilson, head of CRM at First Choice. "We needed to understand our customers' needs in order to enhance customer loyalty."


Phase one of the project went live in December, involving the centralization of all customer data and reducing operational costs by bringing all outsourced, data warehousing and marketing activities back in-house.


Phase one also focused on shop segmentation and retail outlet performance. Analysis of shop location, customer profiling and transactional history will let First Choice better target brochure requirements.


First Choice is considering further phases to provide Web personalization and leverage customer information across the call center network.


Share this article:
close

Next Article in Data/Analytics

Sign up to our newsletters

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Data/Analytics

Top 5 Spending and Investment Insights from Marketers

Top 5 Spending and Investment Insights from Marketers

Confidence in data-driven marketing led marketers to set high Q1 2014 goals.

MeritDirect Introduces Predictive Marketing Suite

MeritDirect Introduces Predictive Marketing Suite

New solutions include next logical product and customer lookalike modeling. The long-time direct marketing player announces it will open a San Jose office in September.

App of the Week: Refresh

App of the Week: Refresh

Cool or creepy? Refresh provides data that aims to help marketers and salespeople spark relevant in-person customer conversations.