Of Walks

Presented by:- ASHU

&

Introduction• A unique way of experiencing the heritage and

culture of any given area is to walk through the heritage route/circuit that is earmarked for the purpose by the tour operator/tourist department along with guide/escorts.

• The guide not only interprets the heritage but also involves the tourists into activities that make them experience the region in a better way.

• Involves an understanding of history, cultural context, monuments, environment, events, cuisines etc. In fact a heritage walk is a mix of education, experience and entertainment.

Features and Characteristics of

Walksi. Heritage walk is done for an area having some historical / cultural significance or living tradition and life or both.

ii. It has well defined circuit (preferably circular route) that can be covered in a short duration with starting and ending points.iii. The duration of heritage walk is not very long. It can range from an hour to three hours or half a day depending on the number of attractions and area to be covered along with meals and

entertainment.iv. The Heritage walk tour is a guided tour. The guide or walk leader has to be well versed with history, events, happenings, art and architecture, customs etc. of the heritage walk circuit and of the destinations.v. The route map and the attractions covered during the walk should

be available to the tourist right from the beginning.vi. The dos and don’ts have to be clearly specified.vii. The walk is not just a narration but an experience of the given area.

Pre- requisites for a Walk

i. Comfortable walking route.ii. There must be some interesting concept of the walk and script for narration.iii. During walk some nice visual feeling i.e. colour, smell, culture and tradition, etc. add value.iv. Host population should be friendly and willing to interact or

perform in front of tourist.v. The guide or walk leader should be well versed with all features of area including demography, religion/traditional practices and do and don’ts of the area.vi. Awareness about cultural values is necessary and they should be respected.vii. Accessibility to historic buildings.viii. Development of proper network.

Delhi Walk

a

Walks• Festival Walks• Food Walks• Religion Walks• Nature Walks• History Walks• Urban Village

MasterJi Kee Haveli

• Tours are combinations of walking & cycle rickshaw (Pedi cab) ride to make comfortable experience at Old Delhi. Delhi is all about its heritage, culture, tradition & culinary experience.

• Guests recommended to see Delhi not just as sightseeing tour or sitting simply on cycle rickshaw / Pedi cab or in a taxi BUT see it through our eyes to experience the city on the whole (off beaten past), with its past & present, with its belief & culture that co-exist.

Walk 2 Remember ! The only Destination of Free Walking Tour of Delhi.

• Walk 2 Remember is the only company providing Free Walking Tour in Delhi, tour works purely on Pay-What-You-Like Model.

• The motto is to give best walking tour experience with the freedom to name-your-own-price for the tour after having experienced it first.

Does your company believe in relationship

marketing ?• Delhi Walks - Yes

• Delhi Heritage Walks - Yes

• 1100 Walks -Yes

• MasterJi Kee Haveli - Yes

• Walk 2 Remember - Yes

How does your company collect customer data ?

• Delhi Walks – Through personal interaction and filling up the questionnaire by the tour operators, NGOs, hotels etc. Some responses were also obtained via email. & from various books, guide books, pamphlets, brochure and website.

• Delhi Heritage Walks – Same as Above.

• 1100 Walks – Same as Above.

• MasterJi Kee Haveli – Same as Above.

• Walk 2 Remember – Through personal interaction and filling up the questionnaire by NGOs & obtained via email.

Which CRM software you are using ?

• Delhi Walks – Don’t use.

• Delhi Heritage Walks - Don’t use.

• 1100 Walks - Don’t use.

• MasterJi Kee Haveli - Don’t use.

• Walk 2 Remember - Don’t use.

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TRILOGY

Form how many years you are using CRM

software?• Delhi Walks – N.A.

• Delhi Heritage Walks – N.A.

• 1100 Walks – N.A.

• MasterJi Kee Haveli – N.A.

• Walk 2 Remember – N.A.

How e-CRM monitors customer understanding, requirements,

feedback and customer communication ?

• Delhi Walks – Direct sale to travel agency, tour operators, hotels, Embassies etc. Direct sale to Corporate Sectors, School and College & By word of mouths.

• Delhi Heritage Walks – Same as Above.

• 1100 Walks – Same as Above.

• MasterJi Kee Haveli – Same as Above.

• Walk 2 Remember – Direct sale to Corporate Sectors, School and College & By word of mouths.

Does it play a significant role in customer acquisition

explain how ?• Delhi Walks – N.A.

• Delhi Heritage Walks – N.A.

• 1100 Walks – N.A.

• MasterJi Kee Haveli – N.A.

• Walk 2 Remember – N.A.

How do you retain customer ? Do you have any retention strategy ?

• Delhi Walks – N.A.

• Delhi Heritage Walks – N.A.

• 1100 Walks – N.A.

• MasterJi Kee Haveli – N.A.

• Walk 2 Remember – N.A.

How does it convert prospect or potential clients into loyal

customer ?• Delhi Walks – N.A.

• Delhi Heritage Walks – N.A.

• 1100 Walks – N.A.

• MasterJi Kee Haveli – N.A.

• Walk 2 Remember – N.A.

Does it really help to reach customer ?

• Delhi Walks – Through online booking and website, advertisement in paper, magazine, journals, pamphlets, handouts, display, brochure, blogs, Social media, printing T-Shirts cable network, TV, Cinema halls etc.

• Delhi Heritage Walks – Same as above.

• 1100 Walks – Same as above..

• MasterJi Kee Haveli – Same as above.

• Walk 2 Remember – Organizing lectures of prominent personalities like art and architectural experts, historians, scientists, environmentalists etc.

Do you teach / train your employees regarding

importance of relationship building for customer ?

• Delhi Walks – Internal Training, Seminars, conferences & on-site.

• Delhi Heritage Walks – Same as Above..

• 1100 Walks – Same as Above..

• MasterJi Kee Haveli – Same as Above.

• Walk 2 Remember – Same as Above.

How does CRM software help to collaborate with

other partners & suppliers ?• Delhi Walks – Linkage and collaboration with Travel

Agency/ Tour Operators and Hotels through Face 2 Face conversation, Telephone & Email.

• Delhi Heritage Walks – Same as above.

• 1100 Walks –Same as above.

• MasterJi Kee Haveli – Same as above.

• Walk 2 Remember – Collaboration of Entertainment channel and NGO’s

What are your visions towards the

organization ?• Delhi Walks – Customer Centricity, their wants,

needs & Satisfaction.

• Delhi Heritage Walks – Same as above.

• 1100 Walks – Same as above.

• MasterJi Kee Haveli – Same as above.

• Walk 2 Remember – Same as above.

TargetingAcquisiti

onRetenti

onExpansi

on

Customer Relationship Management can be simply defined as everything involved with managing the customer relationship.

The Value of the Relationship

• Who Do we target• What segments are

most profitable• What segments match

our Value Proposition• What is the best

segmentation strategy for us / our industry

•What is the best channel for each segment

•What is the acquisition cost for a channel / segment

•Do certain channels deliver certain types of customers

•Cost effective acquisition

•How can we improve retention

•What is our average customer relationship length

•How can we hold customer for as long as possible

•What is the most cost effective method of retention

•How many products does our average customer buy

•How can we induce our current base to buy more products

•Who are the prime targets for expansion

•What is the cost of expansion

Customer Relationship Management Definition

Duration of Customer Relationship

Valu

e (

$ )

Why CRM?• It costs six times more to sell to new customer than to sell

to an existing one.

• A typical dissatisfied customer will tell 8-10 people.

• By increasing the customer retention rate by 5%, profits could increase by by 85%.

• Odds of selling to new customers = 15%, as compared to those for existing customers (50%).

• 70% of the complaining customers will remain loyal if problem is solved.

• 90% of companies do not have the sales and service integration to support e-commerce.

Why CRM is a Customer and

Competitive Necessity• It typically costs 5-10 times as much to acquire a new

customer as it does to retain an existing one.• “Some companies can boost profits by almost 100% by

retaining just 5% more of their customers.” • Most companies lose 50% of their customers in 5 years.• On average only 15% of a site’s customers consider

themselves loyal to it. The loyalty rating among people who had experienced a problem was only 6%. Customers who had not experienced problems indicated a customer loyalty rating of 19%. The loyalty rating among customers who had experienced problems but were satisfied with the way they were handled: 21%.

• 70% of repeat purchases are made out of indifference to the seller, NOT loyalty.

• The web customer is ‘only 1 click away from your competition’.

CRM Goals, Benefits and Value

Increased Hard / Soft Results ($,%,#) Internal: Revenue, Margins, Profitability, Results, ROI,

Conversion Rates, Knowledge, Strategy, Efficiency, Effectiveness, Creativity, Products, Innovation, Morale, Customer Focus…

External: Customer Acquisition, Up-selling, Cross-selling, Personalization, Interaction, Feedback, Service, Satisfaction, Loyalty, Evangelism, Relationships, Value, Understanding…

Decreased Hard / Soft Results ($,%,#) Internal: Costs, Time, Errors, Employee Defection,

Frustration, Fear, Uncertainty, Doubt… External: Customer Issues, Complaints, Attrition, Churn

Dissatisfaction…

The “Customer” Customer Segments

• Suspects, Visitors, Prospects, Subscribers, Patrons, Members, Ticket Buyers, Users, Consumers, VIPs, Volunteers, Annual / Major Donors, Advisors, Advocates, Legislators, Strategic Partners, Sponsors …

What data do really you have on your customers’ • Problems, Pains, Fears, Needs, Wants, Likes, Goals, Influences,

Relationships, Affiliations, Alliances, Experiences, Aspirations, Options, Expectations, Questions, Knowledge, Skills, Activities, Attention, Communications, Interactions, Emotions, Memories, Satisfaction, Perceptions, Beliefs, Admirations, Attitudes, Opinions, Values, Learning, Ideas, Motivations, Objections, Priorities, Choices, Behaviors, Personality, Self-Concepts, Trust, Loyalty, Attention, Recognition, Time, Energy, Risks, Investments, Rewards, ROI, Lifestyle, Lifecycle Stage, Social Class, Culture, Sub-culture, Age, Family, Education, Hobbies, Interests…?

CRM People“Customers”

• Suspects, Visitors, Prospects, Subscribers, Patrons, Members, Ticket Buyers, Users, Consumers, VIPs, Volunteers, Annual / Major Donors, Advisors, Advocates, Legislators, Strategic Partners, Sponsors …

Users• Management, Employees, Visitors

Suppliers• Services - Consultants

• CRM / Customer Development Experts• Products - Technology

• Software, Hardware, Connectivity

Organization e-CRM

SystemsE-Marketing Management

• E-mail Marketing: Alerts, E-Newsletter Management• E-Surveying: Progressive Profiling Management• Viral Marketing: Tell-a-Friend Management• Web Design: Registration, Subscription, VIP Management• Online Community / E-Suggestion Box / Blog Management• E-Commerce: Memberships, Event Registration

Management• Affiliate Management: Sponsorship Management• Reporting / Analysis: Profiles, Behaviors…

Direct Customer Interaction

• 76% of respondents say e-mail is an indispensable part of customer service.

• A listed phone number (65%) and

• A FAQ section (53%).

But those e-mails must be answered promptly.

Advantages of CRM• While company is quickly growing, customers are more

satisfied as well• Service provided in a better way, and a quicker way• Sales force automated• Integrated customer information• Certain processes eliminated• Operation cost cut, and time efficient • Brand names more quickly established• A central database so that everyone in your company can

keep track of customer contacts • Sales and marketing teams can benefit from having all this

inside knowledge about customers • Lets you set up rules for distributing work throughout your

company • Lets you pick and choose the functionality that you want

• Organizational wise change of priority to customers.

• Significant investment of time and money.

• Threatens management’s control/power struggle

• Heightens people’s resistance to change.

• Inappropriate integration leads to disaster.

Disadvantages

Vendor CRM Market Position• Acknowledge leader• Very integrator focused

• Leader in their niches• Not integrator focused

• Excellent product• Number 2, but struggling

• Product continually delayed• Intimidation capacity lessening

• Bold announcements• Claim high strategic priority

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TRILOGY

CRM Vendors

Conclusion Day by day importance of walk is increasing and

with modern communication facility tourists are able to get all types of information related to heritage and culture. These factors have led to an increasing demand for heritage walk. This trend is motivating the rise of some more Travel Agency / Tour Operators and individual escorts or guides who are specialized in providing walk. They should be adaptable and compromising with technology. CRM strategy calls for a transformation in business process, organization, location and facilities, data flows, application architecture and technology infrastructure.