The Co-operative Travel Chooses New Communicator® platform For email marketing and communication

Published March 17th, 2010 - 01:05 GMT
The Co-operative Travel, part of Europe’s largest consumer co-operative, has chosen the new version of the Communicator® enterprise email-management system, from Communicator Corp (, to manage email marketing and communication.
The Co-operative Travel, who have worked with Communicator Corp since 2006, are committed to providing more choice than any other travel agency along with open, honest and responsible advice to help holidaymakers make an informed decision. Email is seen as a key element in communicating these values and is at the heart of the company’s customer service and relationship management strategies. The new Communicator® platform will manage the email activities involved in these processes.
The new version of Communicator® has already won widespread acclaim for its ability to integrate online customer data from all business processes and channels into a single enterprise-view. The enterprise level system’s “superior relational data-structure” integrates information from all customer touchpoints; enabling users to unlock the full value of that data. With Communicator®, organisations are able to create relevant enterprise-wide email messages such as promotions or newsletters that are tailored to the specific needs of individual recipients.  Organisations can also perform thorough enterprise-level web analytics and behavioural data-modelling.
With the new Communicator® in place, The Co-operative Travel can now manage and control their customer email marketing and communication activities even more effectively. In addition, Communicator Corp acting in a consultative role will use the new version to enhance The Co-operative Travel’s data collection strategy; continuously refining the quality of customer data held to ensure ever more relevant and targeted campaigns.
The Co-operative Travel is committed to ensuring a strong customer communications strategy. As part of this customers and prospects enter very targeted and focused behavioural campaigns, with offers such as “limited number of rooms available”. This activity can boost conversion numbers by up to 50% within the first 48 hours of an email arriving.
The new system will also be utilised in the delivery of The Co-operative Travel’s pre and post departure email program aimed at further boosting conversion rates through customer lifecycle messaging, including cross and up sell opportunities.
Mike Kindon, of The Co-operative Travel is certain that email marketing and communication plays a key role in service delivery quality, commenting, “The Co-operative Travel has built a strong market reputation for its quality of service. Effective communication is a key element of this process and naturally many of our customers prefer email as their chosen method of keeping up to date with the offers and service options we provide.
“As we set the highest possible standards in all of our customer activities, we need to be able to maintain this level of service in the email communication we send. Naturally, therefore, we have invested in the technology and expertise that we feel can meet these demands. We work closely with Communicator Corp in this area and look forward to innovating ideas and campaigns that will add to our customer’s travel experience.”
For his part James Bunting, Director of Research & Strategy of Communicator Corp, welcomed Kindon’s comments adding, “With a leading brand like The Co-operative Travel, there is an expectation of excellence from the customer base. This is a brand that has delivered on this expectation consistently over the years through a “no compromise” approach to customer service. Creating, managing and controlling email communication is now at the heart of this quality service portfolio and we are delighted that The Co-operative Travel has chosen to work with Communicator Corp.”

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