NYHAVN REJSER GROWTH BY BEING CUSTOMER-ORIENTED AND FACT-BASED THE CHALLENGE Customers experiencing Nyhavn Rejser’s high quality and performance often buy from Nyhavn Rejser again. Existing customers buying their next vacation generate approx 75% of revenues, and loyal customers are therefore extremely important. Customers returning to buy new travels caught the attention of Henrik Fuglsang, CEO of Nyhavn Rejser. He was curious about how Nyhavn Rejser could be better at using the drivers that made new customers buy their next vacation at Nyhavn Rejser. THE SOLUTION In the past five years, Nyhavn Rejser has focused on customer interactions and customer experience management, as well as on increasing customer satisfaction. The way forward for Nyhavn Rejser was to focus on how to ensure that new customers use Nyhavn Rejser again. This was to be achieved by increasing focus on the key touchpoints related to when a new customer gets the idea of going travelling, the vacation itself and the rest of the travel. The key target for Valcon was to implement a new culture through a change in Nyhavn Rejser’s strategy and sales approach. This change was to enable Nyhavn Rejser to use customer insights (data mining) and draw conclusions from data instead of on gut feelings. Nyhavn Rejser had to be more data-oriented and had to use data as a foundation for running the business. This new culture of measuring e.g. customer performance has made Nyhavn Rejser start asking questions to non-customers, e.g. “why did you not buy from us?”, as well as looking at the drivers for when a person, customer or potential customer expects to book the next travel. The catalogue of potential improvements was presented to internal customers. The parties then pursued to design a common roadmap, and structured meeting schedules and governance were designed to improve future co-operation. ABOUT NYHAVN REJSER Since 1988 Nyhavn Rejser has specialised in offering quality travels to destinations all over the world. The travel agency is among the leading independent providers of specialised travels. Nyhavn Rejser’s staff consists of people who have travelled around the world, and they are therefore able to offer a travelling experience based on own expert knowledge of the exact same places. TESTIMONIAL “Nyhavn Rejser’s strategy includes a constant focus on and optimisation of the customer experience of our value creation throughout the customer journey. Valcon helped us identify and provide input as to the drivers of loyalty and ambassador behaviour of both customers and potential customers. In the entire organisation, i.e. from individual sales staff to board members, the new insights have resulted in a completely new and focused approach in respect of our prioritisation of customer segments and specific efforts on both strategy level and the daily operational level. Our cooperation with Valcon has had an effect from day one and is a textbook example of “preparing and implementing a new strategy”. Henrik Fuglsang, CEO, Nyhavn Rejser.
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