Direct Holidays appoints Rapp to customer journey task

by Noelle McElhatton, marketingdirectmag.co.uk 30-Oct-09, 10:12

LONDON - Thomas Cook-owned Direct Holidays has appointed Rapp to handle its database management, call centre and fulfilment services.

Rapp's data division won the business in a five-way pitch. The brief is to support a two-year plan to deliver greater customer insight and optimise the customer journey for the direct-sell holiday operator.

The initial project requires Rapp's insight and analytics team to review Direct Holidays' customer segmentation and investigate the brand's proposition to help develop new products. The agency will also supply fulfilment and call centre services for Direct Holidays.

Steve Barrass, managing director of Direct Holidays, commented; "As a direct-sell holiday company, world class management of customer data is at the heart of everything we do.

"It is therefore vital to our business that we have the right company in place to "cherish" this key asset and ensure that engagements are both relevant and personalised to customer requirements."

Direct Holidays was formed in 1991 as a pioneer of the direct-sell model in the holiday industry. In August 1999 they were the first UK travel company to offer package holidays that were fully-bookable online.

Rapp's database business, formerly branded Identex, was recently named a 'Leader' and a ‘powerhouse' in Forrester's evaluation of UK Direct Marketing Services Providers.