Understanding Your Data
Delivering "Beyond Ordinary" across the Customer Lifecycle
For over a century, Tauck Travel has been delivering "Travel Beyond Ordinary" for their customers. This commitment is retained in their constant efforts to transform their exceptional travel experiences into digital experiences. As technology advances, the demand from customers to incorporate and integrate digital into their entire experience seems to be skyrocketing. Tauck continues to put its customers first in its commitment to transformation.
The Challenge
Tauck has been a technological pioneer since it was established. Major efforts to digitize data began in the mid-1970s, leading Tauck to collect and store data across all aspects of the customer lifecycle over the past 50 years. This enormous amount of data has served Tauck well over the years, while still presenting significant challenges as they take major steps towards digital transformation. Each step forward must be taken with utmost caution as the complexity of historical data and systems pose innumerable challenges.
The Solution
Sherpera and Tauck set out on a collaborative journey to understand the current and future needs of the customers as well as the departments and team members of Tauck as it relates to customer data and the entire customer lifecycle. This was accomplished by conducting extensive interviews within each department, including sales, tour delivery, customer service, marketing, operations, and executive management. Use cases across the enterprise were created and existing data was mapped to these use cases. Then, after careful analysis, a plan was implemented for a new master data model, data governance plan, and data cleansing and migration.
The Outcome
Sherpera's collaboration with Tauck Travel resulted in significant benefits, enabling Tauck to deliver experiences that go "Beyond Ordinary." Here are some key outcomes that Tauck is currently working toward:
- Enhanced Customer Understanding: Sherpera helped Tauck gain deeper insights into its customers' needs and preferences, offering personalized offerings throughout the customer lifecycle.
- Streamlined Data Management: Sherpera developed a new master data model and data governance plan, overcoming challenges posed by historical data and complex systems.
Improved Operational Efficiency: With data cleansing and migration, Tauck attained improved efficiency and gained access to relevant information for data-driven decision-making. - Seamless Collaboration: Sherpera facilitated cross-departmental collaboration, resulting in a holistic understanding of customer data and improved coordination across the organization.
- Enhanced Customer Experience: Tauck leveraged the new data model to deliver personalized experiences, integrating digital technologies for enhanced engagement and satisfaction.
- Future-Proofed Transformation: Sherpera's guidance ensured Tauck's transformation efforts were aligned with evolving needs, enabling them to seamlessly adapt to novel technological advancements.
Sherpera's expertise empowered Tauck Travel by improving customer understanding, streamlining operations, enhancing collaboration, and seamless integrating digital experiences. This positions Tauck for continued success in delivering "Beyond Ordinary" travel experiences