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#SAPCXLive: Tui’s journey to a single customer view

Tui has ripped out the legacy systems underpinning its former 10 brands and replaced them with SAP’s Customer for Cloud (C4C) solution which allows the company to have a single view of its customers across the business.

Taking 20 million customers on holiday to 180 different destinations a year, Tui has struggled with aligning these customer records to have a better view of purchase history and preferences. When the tourism operator’s ten brands – including Thomson – joined under the single Tui name a year ago, the company realised it had ten different sets of legacy systems which it needed to move onto one common platform.

Fiona O'Toole, head of customer service transformation at TUI Group, describes how each of its different markets had different business models and different use cases for marketing: “In the Nordics it is very mobile first, while in the German market the customers are still very reliant on retail shops as well as a lot of print marketing,” she explains during a session at SAP’s Customer Experience Live conference in Barcelona last week.

“We needed to make sure we were creating a common platform to replace existing legacy systems, and the operational challenges was integrating different data, content and inventory systems.”

O’Toole explains how the new single customer view solution improves the end service the customer receives. Using a complaint as an example, she describes how if a customer spoke to the holiday reps – or destination experience team, as Tui likes to call them – about an issue while abroad, this problem would not be communicated to the contact centre team who would manage the problem post-holiday. Tui staff across the business can now access a single customer record, which means sales teams can also upsell extras based on customer history and preference.

Winning hearts and minds

But getting ten different brands on board with a large-scale transformation project wasn’t easy. O’Toole describes how Tui needed to “win the hearts of minds” of employees, many of whom didn’t think it would work.

But so far, so good. Four out of the ten markets are on the platform so far, with the entire business due to be live by the end of 2019.

The company decided to use SAP’s solution out of the box and choose to minimise customisation and complexity across regions so the technology could be maintained going forward. O’Toole says Tui challenged SAP to evolve the solution for its customer and business needs.

“When we first implemented the product it was fairly immature, but we’ve grown with the product and we’ve worked closer with SAP to develop the solution for our needs, otherwise it was a case of having to customise due to material gaps in the solution itself.”

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