Brief
Flight Centre is a unique company and one of the world's largest and most successful independent travel retailers with over 1,700 stores around the globe. Central to their success has been the calibre of their consultants and the personal relationships they develop with their customers. The challenge for Purple was to create a database infrastructure that helped consultants maximise the value of these relationships.

Solution
The solution was designed in two parts; a central "Single Customer View" marketing database to drive deeper insight and support national campaigns, and a segmented, summarised view of each consultant's own portfolio of customers. The consultant view is delivered to desktops in store. It provides each consultant with the ability to create their own email campaigns specifically for their customers assembled from "on brand" email templates and the very latest travel offers. Data insight, personal relationships and digital technology all blended together perfectly.

Result
New bookings were generated on the first day of deployment. The project was shortlisted as a Finalist in the 2010 Data Strategy Awards. The model has been so successful in the UK that it has now been adopted globally by Flight Centre. Campaign results show average booking values from customers receiving communications, compared to control groups, are 24% higher and booking rates are 26.8% higher, demonstrating the power of great personal relationships when combined with pin sharp data and appropriate digital technology - true customer centric CRM in action.