BeDynamic CEO Anne Payne offers insight as part of EFT TDS North America 2007 Special
 
 
 
 

“Our partnership with BeDynamic is a natural partnership. By raising the visibility of regional events, SCVB’s online calendar now receives 9,000 to 14,000 visitors per month. The calendar of events is one of the major reasons visitors come to our Web site. BeDynamic is an absolutely essential partner. One staff person could not possibly do this level of work without outsourcing. BeDynamic’s community resources and collaborative work supports SCVB’s mission to achieve economic prosperity for the Seattle region, which is a win-win for everyone.”

- Tracey Wickersham, Cultural Tourism Director, Seattle Convention & Visitors Bureau

 

BeDynamic CEO Anne Payne offers insight as part of EFT TDS North America 2007 Special

Jun 23 2008

Role of Technology in Making Personalization Truly Effective And Useful

 
LAS VEGAS – October 23, 2007 - Suppliers are launching dedicated websites for loyal members with an increasing focus on personalization – a trend that is expected to continue to grow as consumers identify and connect with social communities, according to top travel industry experts. 

“Overall, the use of Internet technologies provide new opportunities in the transfer of information between the guest and the company that did not exist a few years ago,” said Anne Payne, CEO, BeDynamic.

Assessing the role of Internet in improving relationship with consumers, Payne says the Internet is a key communication platform in the success of building long-term communications with customers. 

“It can also serve as a double-edge sword if leveraged incorrectly or used as the only means of communications to customers.  This is where personalization efforts are critical in reducing the white noise of information overload that consumers are experiencing today,” said Payne.

In an interview with EyeforTravel.com’s Ritesh Gupta, Payne spoke about personalization damaging the relationship by delivering non-relevant communication and much more. Key points from Payne’s interview include:   

  • According to a recent ChoiceStream Personalization survey, 57 percent consumers polled are more than willing to provide personal demographics if it results in a better, more relevant experience.  The ability for technology to support user-updated profiles is the most effective way to update preferences real-time. 

  • Personalization, customization and relevant content as a conversion and retention tool are very effective.  Key metrics include cost per acquisition, customer retention rate and campaign click-thru.

  • For personalization to be truly effective and useful, the technology must not only understand what consumers like but why they like it.  This is why many of the pattern-based recognition inferences that rely solely on this method are inaccurate and serve off-target results.

  • If your customers take the time to communicate preferences they should be readily deployed enterprise wide, meaning call centers and properties should have access to that information.  There is nothing more frustrating than belonging to a loyalty program that you have clearly stated your preferences and experiencing no follow through.

  • Segmentation is key to effective personalization efforts - it generates higher returns since you are not spending money on being everything to everybody.

  
About BeDynamic

BeDynamic® provides the travel and tourism industry with a single-source solution for capturing and managing up-to-date local content and destination information. Designed for travel suppliers such as hotels, airlines and convention and visitors bureaus, our content aggregation and delivery service increases the quality, depth, timeliness and affordability of specialized information on local events and venues. By forging strategic partnerships with local stakeholders, BeDynamic® ensures consistent, effective promotion of cultural, entertainment, arts and sports organizations of all kinds. Collaborative consulting services and innovative technologies enable customers to increase visitor attraction and promote the unique appeal of their respective destinations.