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Chan Brothers invests half a million in CRM system
Lee Pei Qi, Singapore, May 15, 2013


CHAN Brothers Travel is looking to capture and retain customers by offering personalised service through a new customer relationship management (CRM) system, which will be launched within the next nine to 12 months. 


Speaking to TTG Asia e-Daily yesterday, Anthony Chan, group managing director, said: “With this system, the minute you make an enquiry we will register you if you are a first-time (customer), and the next time you come back we will recognise you and your preferences in both online and offline channels.”


Chan said such a multi-channel system would be the first in the Singapore travel industry. “The minute you call, we will recognise you through your number and the consultant will greet you by your name and ask you about your last holiday. Based on your last booking, we can quickly offer you the right programmes to suit your taste.”


As for online, Chan said the company’s website would recognise every user based on his or her customised preferences, so that destination pages and advertisements would be tailored to the individual.


The project, which costs approximately S$500,000 (US$402,106), was rolled out three weeks ago and is still in its infancy.


Chan said: “It is getting increasingly hard to satisfy customers because their expectations are always getting higher. So it is important that we can attract them with our unique, personalised service so they will always come back to us.”


He also added that the agency would look into increasing the “experience element” in its tours. For example, a recent tour to Spain incorporated a visit to a gypsy’s home.


“This is an experience business, rather than just booking a hotel or tour. We want them to have a good feeling when they are with us, so we create experiences for customers that are memorable,” explained Chan.


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