Belambra Clubs
A 100% French company with over 65 years of expertise, Belambra Clubs is a pioneer in French tourism. They focus on enhancing the customer experience by using CRM data that is made more reliable using DQE.
As the number one vacation club in France, Belambra Clubs offers 45 destinations in the most beautiful regions of the country, now available in three levels of comfort and experience for its guests: 3B, 4B, and 5B. Belambra Clubs are 100% Made in France, and ensure unforgettable vacations by combining cozy accommodations, delicious and varied cuisine, skilled and professional staff, children’s clubs for ages 4 months to 17 years, entertainment, sports, and activities for everyone.
With DQE’s real-time input help, we collect reliable postal address data, standardized in address cleansing formats. This simplifies our mailings. We’ve reduced undelivered packages by half, achieving tangible savings while increasing the opportunity rate.
Christophe Oudanonh
IT Domain Manager - BELAMBRA CLUBS
Use case
Issues
Thanks to the renowned locations it offers, Belambra Clubs has managed to weather the challenges faced by the tourism sector, particularly those caused by the COVID crisis. Today, the company is moving forward and upgrading its offerings. “Belambra is reinventing family vacations: three years of transformation and innovation. Over the past three years, we carried out a major transformation, modernizing our clubs and meeting the expectations of families looking for vacations designed entirely around them. Belambra invested €50 million to redefine the club experience in France, combining modernity, comfort, and personalized services. Whether on the coast or in the mountains, our clubs have been redesigned to provide stress-free stays where parents and children can simply relax and enjoy themselves,” explained Guillaume Descamps, CIO of Belambra Clubs.
The customer journey is a key component of guest satisfaction. The ability to reach them at the right time contributes to this at various stages: email campaigns like newsletters, targeted flyer mailings, billing addresses, informational and pre-check-in text messages, and satisfaction surveys via mobile phone. Customer contact data must be reliable at each of these touch points. However, Belambra Clubs collects this data through multiple channels: their website, their call center, a network of travel agency distributors, and the clubs’ reception desks.
Christophe Oudanonh, IT Domain Manager at Belambra Clubs, explained: “We noticed errors in contact information input during the creation of customer accounts. Some customers or prospects were unreachable. For instance, on occasion they did not receive informational text messages about their stay. Undelivered packages resulted in sunk costs, while invalid emails risked us being blacklisted by ISPs. Additionally, input errors led to duplicate entries in the database.”
The overhaul of Belambra Clubs’ CRM will give the company an opportunity to significantly improve the quality of its customer data.
The customer journey is a key component of guest satisfaction. The ability to reach them at the right time contributes to this at various stages: email campaigns like newsletters, targeted flyer mailings, billing addresses, informational and pre-check-in text messages, and satisfaction surveys via mobile phone. Customer contact data must be reliable at each of these touch points. However, Belambra Clubs collects this data through multiple channels: their website, their call center, a network of travel agency distributors, and the clubs’ reception desks.
Christophe Oudanonh, IT Domain Manager at Belambra Clubs, explained: “We noticed errors in contact information input during the creation of customer accounts. Some customers or prospects were unreachable. For instance, on occasion they did not receive informational text messages about their stay. Undelivered packages resulted in sunk costs, while invalid emails risked us being blacklisted by ISPs. Additionally, input errors led to duplicate entries in the database.”
The overhaul of Belambra Clubs’ CRM will give the company an opportunity to significantly improve the quality of its customer data.
Solutions
Belambra Clubs incorporated data quality into the deployment of its CRM project. An initial processing of the customer database addressed existing quality issues and removed duplicates. “Our CRM project integrator recommended DQE, which we had heard good things about,” said Christophe Oudanonh. “The DQE team supported us in reviewing our customer data, a critical step in the overhaul of our CRM.”
To maintain the quality of the cleansed database, the company also implemented preventive data quality processing at the contact form stage. Email address, postal address, and phone number entries are corrected in real time on the website and at the call center. Customers and prospects, as well as call center operators, also benefit from input assistance, which speeds up data entry through field autocomplete functionality.
To maintain the quality of the cleansed database, the company also implemented preventive data quality processing at the contact form stage. Email address, postal address, and phone number entries are corrected in real time on the website and at the call center. Customers and prospects, as well as call center operators, also benefit from input assistance, which speeds up data entry through field autocomplete functionality.
Results
30% of customer records deduplicated
The initial deduplication of the database identified and merged 30% of duplicate records. “DQE allowed us to customize merging rules, particularly for households, based on postal address data. This prevents us from sending multiple copies of the same mail to different members of the same household,” noted Christophe Oudanonh.
Additionally, “We have DQE to thank for the quality of our database being maintained and protected from the multiplication of duplicates.” Real-time input help and data correction prevents typos and inaccurate information, which could create a duplicate if the contact already exists in the customer database.
Proportion of undelivered packages (UDPs) brought down by half
Postal address fields are longer and more complex to fill out than other fields. “With DQE’s real-time input help, we collect reliable postal address data, standardized using address cleansing formats. This simplifies our mailing campaigns,” explained Christophe Oudanonh. This real-time data quality solution is highly valued at the call center, as it helps teams save time and eliminates onerous elements in conversations with customers.
Ensuring the reliability of postal addresses allows Belambra Clubs to optimize the ROI of its mailing campaigns and achieve an important goal. “We have halved the number of undelivered packages, resulting in tangible savings,” confirmed Christophe Oudanonh.
Increased email deliverability, maintained at a rate of 99%
Since Belambra Clubs began using DQE’s solutions, the deliverability rate of its email campaigns has reached 99% and remains stable. Text message reachability is also highly reliable, thanks to the qualification of mobile phone data. This enables Belambra Clubs to maximize contact opportunities with its customers and prospects without losing out due to invalid contact information.
“Our customers’ satisfaction depends on a range of actions, such as reaching the right people using the right contact details, assisting them on our website, and providing them with a seamless journey without contactability problems. DQE plays a significant role in achieving this,” emphasized Guillaume Descamps.
The initial deduplication of the database identified and merged 30% of duplicate records. “DQE allowed us to customize merging rules, particularly for households, based on postal address data. This prevents us from sending multiple copies of the same mail to different members of the same household,” noted Christophe Oudanonh.
Additionally, “We have DQE to thank for the quality of our database being maintained and protected from the multiplication of duplicates.” Real-time input help and data correction prevents typos and inaccurate information, which could create a duplicate if the contact already exists in the customer database.
Proportion of undelivered packages (UDPs) brought down by half
Postal address fields are longer and more complex to fill out than other fields. “With DQE’s real-time input help, we collect reliable postal address data, standardized using address cleansing formats. This simplifies our mailing campaigns,” explained Christophe Oudanonh. This real-time data quality solution is highly valued at the call center, as it helps teams save time and eliminates onerous elements in conversations with customers.
Ensuring the reliability of postal addresses allows Belambra Clubs to optimize the ROI of its mailing campaigns and achieve an important goal. “We have halved the number of undelivered packages, resulting in tangible savings,” confirmed Christophe Oudanonh.
Increased email deliverability, maintained at a rate of 99%
Since Belambra Clubs began using DQE’s solutions, the deliverability rate of its email campaigns has reached 99% and remains stable. Text message reachability is also highly reliable, thanks to the qualification of mobile phone data. This enables Belambra Clubs to maximize contact opportunities with its customers and prospects without losing out due to invalid contact information.
“Our customers’ satisfaction depends on a range of actions, such as reaching the right people using the right contact details, assisting them on our website, and providing them with a seamless journey without contactability problems. DQE plays a significant role in achieving this,” emphasized Guillaume Descamps.
SECTOR
Tourism
CHALLENGES
- Qualifying CRM data in Salesforce (omnichannel sales)
- Optimizing costs, including postal mail campaigns
- Offering a high-quality customer journey
BENEFITS
30% of customer records deduplicated
Proportion of undelivered packages (UDPs) brought down by half
Email deliverability maintained at a 99% level
