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BEHAVIORAL DATA &
TRIGGERED MESSAGING
The ticket you’re hanging from your guests’ jacket (or placing
in their pocket for those of us lucky enough to have RFID)
can tell you a lot. What lifts do they like to ride the most?
What’s their favorite area of the mountain? How many days
are they skiing/riding? Make sure you’re feeding this infor-
mation from RTP or Siriusware into your CRM database
for each guest. Rules can be written into your email plat-
form to send automated emails to your customers upon cer-
tain behavioral triggers. Yes, that sounds very nerdy, so let me
explain a real-world example of how this works.
John Doe purchases a lift ticket through your website, and
upon checkout he leaves the box checked that allows you to
communicate with him via email. The next day, he arrives at
your ticket window with his reservation number, receives his
ticket, and off he goes to enjoy the mountain. Because you’ve got confirmations… the possibilities are almost endless.
your ticketing system communicating with your CRM platform,
46 | NSAA JOURNAL | FALL 2015
you know the second John Doe is scanned at a lift, triggering a
welcome email that contains the daily weather, event schedule,
F&B special, and ticketing up-sell message (because you know
the ticket type he has purchased was only for one day).
With any luck, he’ll open this email in the next hour. For
bonus points, if he connects to the WiFi network you’ll know
what times he isn’t skiing, what on-mountain properties he
has visited, and how long he hung around.
LEVERAGE YOUR APP
Now that you’ve got some connectivity at the mountain and
are confident your app will work properly, it’s time to push
for some downloads! This can be done a number of ways:
tray liner ads in the cafeteria, social media app-download
advertisements, lap maps, banners, receipt tag-alongs, pre-
arrival/snow report/events emails, ski school reservation