CUSTOMER EMPOWERMENT IN TOURISM THROUGH CONSUMER CENTRIC MARKETING (CCM)
Outi Niininen
School of Business, Latrobe University, Victoria, Australia
Dimitrios Buhalis
School of Management, University of Surrey, Surrey, UK, and
Roger March
Department of Tourism Marketing, University of New South Wales,
Sydney, Australia
Consumer centric marketing CCM
“The discipline of capturing & deploying consumer insights to enhance marketing effectiveness & better serve those consumers that are best prospects” (Maney et al, 2002, p. 3).
The evolution of the CCM
(Niinien et all, 2007, p. 267)
Tourism key trends
Brand & product proliferationTraditional media fragmentionNew media emerging Consumers changing Increased channel powerFinancial models ITC
+ Implications for consumers
(Niinien et all, 2007, pp. 270-271)
CCN – traditional segmentation practice in tourism
The marketing practice
Mass marketing - low involvement
Target marketing (Niinien et all, 2007, pp. 272-273)
Figure 3. Lastminute.com account information
Niinien et all, 2007, p. 274
CaptureInformation ?
Incentives ?
- singing-up for an account w/ retailers
- logging-in to personalised account
- discounts - loyalty points / rewards- prizes
Strategies & future CCM prospects
Niinien et all, 2007, pp. 274-276
Services for travellers
Before the tripDuring the tripAfter the trip
How ?
Wireless technologyThe MTO (made-to-order)Electronic word-of-mouth
Source: http://portals.dmst.aueb.gr/dm/
(Niinien et all, 2007, pp. 276-277)
Warnings
CCM can be inefficient as customisationInitial resistance to sing-up for new-services Lack of understandingLack of trust
Source: http://www.uipatent.com/index-4.html (Niinien et all, 2007, pp. 278-279)
How can CCN improve?
“Educate” the customer “Incentivise” the customer Provide guidance for privacy controls from
external bodies Offer a “seal approval”
Source:http://www.bentley.edu/executive-education/Program-Prototypes.cfm (Niinien et all, 2007, pp. 278-279)
“It is the customer who determinates what a business is” (Drucker, 1954, p.37)
References
Niininen, O., Buhalis, D. and March, R., 2007. Customer empowerment in tourism through costumer centric marketing (CCM). Qualitative MarketResearch: An International Journal, Vol. 10 No. 3,2007, pp. 265-281.Available at: http://www.emeraldinsight.com/journals.htm?issn=1352-2752[Accessed 04 November 2010]
Niinien et all, 2007, p