05.05.2020, Type of project: Strategy

h2c supports the CRM provider selection process of Deutsches Jugendherbergswerk

ABOUT THE CLIENT

The German Youth Hostel Association DJH (Deutsches Jugendherbergswerk) is a non-profit organization which counts over 2.4 million members. DJH consists of a federal association and 14 regional associations. The federal association in Detmold represents the DJH on national and international level and collaborates with various other organizations that share equal goals. With about 450 youth hostels nationwide, Deutsche Jugendherbergswerk is the largest provider of youth accommodation in Germany.

CLIENTS’ OPINION

The CRM project is very important for us in order to eliminate numerous data silos owing to DJH’s federal structure. That’s why we placed great value on working with a competent partner for supporting our RFP process. The entire tender was handled professionally by h2c which also handled the communications between the CRM providers and DJH. H2c’s support enabled us to use our own resources more effectively and focus on the content-related topics of CRM. We are convinced that an integrated CRM system will help DJH to bring personalized marketing campaigns to its members in a more targeted way, and thus reduce cost and increase revenue.

Nadine Schäfer, Teamlead Member Management

Objective

DJH (Deutsches Jugendherbergswerk) appointed h2c to assist their CRM Request for Proposal (RFP) process. The core objective was to find an experienced CRM provider with the best cost-benefit-ratio to meet DJH’s special requirements (including the complexities of its de-centralized organizational structure).

Challenges

  • Analyze suitable CRM providers based on the defined specifications
  • Build a core Member and Guest database with BI tools for analyzing both corporate and private accounts
  • Achieve the best integration with existing systems (PMSs, member database)
  • Guarantee consistent communication with members and guests across regional associations
  • Reduce cost through segmentation of members and guests (reduce marketing costs via targeted actions)
  • Manage and control Opt-in and Opt-out for GDPR compliance on DJH’s member portal
  • Select a system with detailed access rights control
  • Ensure high safety standards (GDPR), while supporting easy and flexible guest and member interactions

Work

  • Workshop to understand the special structure, needs and use cases of DJH
  • Joint definition of functionalities, scope of services, terms and conditions for a Customer Relationship Management System
  • Identification and specification of interface requirements to existing systems
  • Support of RFP process, RFP coordination and vendor communication
  • Consolidation and evaluation of RFP responses including assessment of provider functionalities/services and cost
  • Presentation of results for various committees and decisionmakers at DJH
  • Organization of provider presentations and support during the shortlisting process

Results

  • In-depth overview of vendors’ strengths and weaknesses as well as cost-benefits that meet the distinct needs and use cases of DJH
  • h2c’s recommendations enabled DJH to identify two potential new CRM systems
  • Once the industry recovers from COVID-19, the final vendor decision will be made

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