Port Aventura

From Mayank Mittal

Port Aventura was established in 1992 as a theme park. It focused on continuous improvement and had transformed to become a resort. Due to increasing demand, they were not able to manage the data that were collecting through various sources. MD of the company wanted to focus on one to one marketing. To focus on one to one marketing they needed to develop new information or at least do some changes in order to meet the requirement.

Question 1

Looking at the current customer interaction and the way information is gathered. There is a great need to change in order to focus on the needs of the people who were visiting the resort.

• Implementation of CRM system: The Company should establish a standard CRM system. They should have a single customer contact point. They should centralize the selling process so that they have all the data in one place. They should integrate the CRM system with the existing back office system to manage the sales and help the commercial department to launch the marketing strategies. This would involve replacing the current sales support system and contact center with the centralized department and single CRM.

When they are managing the tickets using the galaxy software. They should put in the basic information of the person too rather than just having the barcode. This will help in identifying the person and focus on future marketing strategies.

They should link the survey and the reviews to the person who actually gave them. They shouldn’t be like random reviews. Each and every review should be linked to the person.

This will help the company to improve their marketing strategies. For example if someone gives a bad review, then at least they will know about the person and can try and contact him. Having a single sales point will help the company to gather all the information at once. It will become easy to manage the data when it is collected in one place. It will save a lot of money and will help in improving the different areas of the company. It will help to focus on one to one marketing.

• Starting a loyalty card system: They should start a card system. They should issue this card to each and everyone who visits the resort. The issuance should not depend on whether the person is staying in the hotel or no. They should offer discounts to people who use that card while making purchases at the resort. They should get all the information about the person while issuing card. For example Name, country, number of family members, Passport number or Social Security number, Email ID and phone number. That card could be used anywhere and everywhere in the resort. They have to use that card to enter the park, shop at restaurants, book hotels, enter rooms, and provide feedback regarding the rides and resort. They should send discounts to people depending on the type of their usage. For example someone who just visits the theme park. Then they should send him discounts for theme park tickets and information regarding the hotels. People will be happy to get a card due to the discounts associated with the card.

They should upgrade the card of people depending on their spending at the resort. So someone who very frequently should be given more discounts and privilege compared to some who comes once a year.

While doing analysis and calculating the statistics, they should only those people into consideration who visited the resort in the last 12 months. They should deactivate and not delete the account of someone who hasn’t come for one year. They should even send out mails to people who didn’t visit the park in the last 11 months regarding the offers and promotions. They will to need to have 3 servers to store the enormous amount of details. The primary server will store the basic information regarding the individuals. The secondary server will store information regarding their tastes, purchases, timings, the rides they enjoyed and all other things they did in the resort. The tertiary server should store the details of the deactivated accounts.

• Wi-Fi: providing Wi-Fi access to all the people in the resort. This will help to keep a track of their personal activities. The company should passively monitor the Internet usage of the people using the Wi-Fi. This will help in studying each and every consumer specifically and focus on one to one marketing. The cost involved with this would not be high but the data they will be able to collect will be enormous. They should use that information to judge the person’s choice and focus on them after that. They should on using those marketing mediums. The main problem with this is that the management of enormous data and the quality of data mining. The company will need to be on their toes while managing the information.

Question 2

I am assuming that they are taking my advice. They can use the existing applications and the data that will in their for cumulative good. For example the aggregate number of people in the park will be good for them to forecast the demand as a whole. The only thing they need to do is to go deeper into the information. For example they know that 3000 people are there in the park. They should now start analyzing the duration each person spent in the park, the items he/she purchased or the rides he liked. So for this they will need to build an information system to link the name of the individual to the barcode or and then link all the system together without leading to confusion. Each and every person will be given a loyalty card that will have a unique number in it. So if that person enters the resorts using his card. Then the computer should flash that XYZ entered at 9:07 and should all his following activities. There should be connection between all the applications that are running together. So if that person checks into the hotel and purchases something in the park. So the computer should have all the information regarding him. Like he checked in 5:00 am and then entered the park at 9:07 and then purchased an ice cream and really liked the following rides.