Tourism CRM Case Study
VisitAberdeenshire is the official Destination Management and Marketing Organisation (DMMO) for Aberdeen and Aberdeenshire. As a leading tourism agency in Scotland, their goal is to strengthen the region’s position as a world-class tourism destination.
In order to achieve their goal, VisitAberdeenshire promotes visitor experiences in north-east Scotland, while also working to develop the local economy through initiatives which include:
In March 2018 a redefined destination strategy for the north-east of Scotland was launched – with an ambition to grow visitor spend to £1billion by 2023. The redefined strategy for the sector coupled with new investment in visitor infrastructure presented major opportunities for VisitAberdeenshire to grow the organisation and increase its influence.
Replacing their CRM system
With new opportunities and ambitions, VisitAberdeenshire realised their old CRM system was not meeting their requirements and that they had outgrown its capabilities. A new CRM system was needed.
The search for a new CRM system began by asking partners for recommendations as well as by researching online. Initially, VisitAberdeenshire started the onboarding process with a specific tourism management system, however Really Simple Systems CRM also came into consideration after it was recommended by Hello Scotland, as well as by another CRM vendor.
After careful consideration, VisitAberdeenshire chose to implement Really Simple Systems for several reasons. Laurie Scott, Head of the Convention and Events Bureau explained “Really Simple Systems met all of our requirements, our account manager Muhammad was great during the onboarding process as he seemed more interested in assuring the system met our needs rather than making the sale. We also thought the CRM system provided good customisation options and offered great value for money.”
Using Really Simple Systems CRM
During the onboarding process, VisitAberdeenshire worked with the Really Simple Systems account managers and support team to identify their exact requirements and customise the CRM system to suit their unique needs as a tourist board.
Really Simple Systems CRM is now used daily to monitor sales, visitors to the region, key contacts, and to provide pipeline demonstrations. Laurie stated “Adopting Really Simple Systems has given us a better overview to our contributions to the Aberdeenshire economy. Our project management is much better as we can easily view the history of long-term projects.
The VisitAberdeenshire team found it easy to learn the CRM system by attending webinars and since the initial system set up and customisation during the onboarding process, they have not needed any further support.
Though VisitAberdeenshire is still relatively new to the CRM system, Laurie summarised “Many of our staff were involved with choosing the CRM so it was a team decision, not just management. Everyone in the team is onboard and using the CRM has made a big change to how we work on a daily basis.”
“Our sales team couldn’t manage their daily tasks without using the CRM. Really Simple Systems is straightforward and simple, they make sure that the system works for your business without pushing for a sale.”