East of England Tourism (EET) has appointed arvato loyalty services, the relationship-marketing agency to increase its membership revenues by re-activating lapsed members and recruiting new members. arvato loyalty will primarily provide an outbound sales program, although there will also be some inbound activity, to provide support for the EET membership department, target and re-engage with existing members. arvato loyalty will be handling payments of membership fees, fulfilling membership packs, managing ongoing communications, arranging and managing events including bookings – in fact almost every communication element of member relationship management.
EET is one of 10 Regional Development Agencies in the UK, which are engaged to manage tourism in a particular area by promoting accommodation, attractions, transport links both as stand-alone activity and by taking part in national promotions. The EET evolves strategies to take tourism forward in six counties, in order to grow customer satisfaction and compete against international destinations. The board underwent a review and restructure in the autumn of 2006 and was officially relaunched in January 2007, their mission to establish and nurture visitor economy and maximise the potential of tourism promotion. arvato loyalty have been recruited to realise the vision of the EET and form a commercial partnership that will successfully grow membership levels and allow the east of England to become more visible in the tourism marketplace.
Keith Brown, CEO, East of England Tourism, comments “We have chosen arvato loyalty as our partner to increase nationwide membership levels because we are confident they can achieve our objectives, whilst maintaining and building upon our customer services and marketing efforts. Our work over the next 12 months will help solidify the foundations of end-to-end prospect and customer relationship management for the EET”.
David Beardmore, Head of New Business, arvato loyalty service, comments “Like the EET, we believe in the importance of developing brand experience across all customer touch-points. We are therefore confident that we have the right combination of staff, technology and expertise to provide the EET with the right level of support required to fulfil their objectives”.
