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                                                  新零售
                                                  新零售 > 资讯 > 正文

                                                  Collinson:调查显示仅20%的消费者感觉“受到奖赏”

                                                  英国忠诚度计划服务公司Collinson近期在线调查了2008名美国成年旅客,调查结果显示,只有五?#31181;?#19968;的消费者认为旅游品牌的忠诚度计划为他们带来了奖赏。

                                                  许多旅游企?#24471;?#26377;为用户提供个性化体验,61%的消费者表示旅游服务商经常提供缺乏个性化、没有价值的沟通信息,因此他们会选择直接忽略这些信息。

                                                  Collinson:调查显示仅20%的消费者感觉“受到奖赏”

                                                  只有27%的消费者认为他们所获得的服务和忠诚度计划符合其需求和喜好。近半数受访者(42%)表示曾收到完全不感兴趣的服务推荐。

                                                  这项调查由Collinson委托美国市场研究公司Forrester进行,针对年度收入超过3亿美元的旅游品牌进行调研。调查显示,64%的旅游企业并不了解消费者需求和消费者对品牌忠诚度的原因。

                                                  尽管旅游品牌可以利?#20204;?#22312;数据?#30001;?#23545;客户的了解进而提供灵活的个性化服务,但实际情况下,只有半数企业广泛收集了客户数据并且利用第三方信息进行了补充。

                                                  Collinson忠诚度总监Steve Grout表示,“随着市场竞争的加剧,要增强消费者对某一家旅游企业的忠诚度正变得越来越困?#36873;?#35768;多企业都在增强对潜在客户的营销力度,如果消费者没有获得理想的忠诚度体验,他们会毫不犹豫地?#24230;?#19979;一家企业的怀抱。”

                                                  “为了吸引并留住消费者,旅游品牌需要花时间了解旅客的喜好,为后者创造真正的个性化服务,满足消费者需求的同时提供富有竞争力的价格。”

                                                  Grout 称,“部分企业并未采取行动来收集客户数据。他们需要提取海量数据,利用优质的分析系统建成清晰的客户画像,从而为消费者提供个性化体验,建立起真正的忠诚度和参与度。”

                                                  自 环球科技

                                                  标签:旅行预订

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