Conversational marketing technology will be used to personalise client communications content, across all channels, worldwide

Conversational marketing technology will be used to personalise client communications content, across all channels, worldwide

Club Med, the worldwide all inclusive holiday specialist, has chosen conversational marketing technology provider Neolane as the automation platform provider for its new relationship marketing strategy.

Club Med aims to deepen its customer relationships and build brand loyalty by using Neolane’s powerful content personalisation capabilities across all of its customer communications.

Support for brand repositioning

The operator’s new positioning as a high-end holiday provider necessitates more personalised, one-to-one communication with the clients. This strategy involves both a strategic dimension: the creation of a unified customer view. And an operational dimension: the deployment of worldwide cross-channel campaigns.

“Our CRM [customer relationship management] strategy is ambitious: the objective is to further increase loyalty to the Club Med brand, thus increasing customer value,” said Jérôme Hiquet, Club Med CRM and internet director.

Good strategic and flexible fit

“We chose Neolane’s marketing platform for two main reasons: firstly the company has strong references from clients within international tourism, who share a similar multichannel strategy, and execute personalised campaigns across all customer relationship channels. Secondly, we were also impressed by the agility of Neolane's platform, which will allow us to quickly adapt to future developments in the market.”

The platform will also allow the company’s marketing teams to significantly increase their productivity, thanks to collaborative and efficient marketing processes.