A MAJOR training drive is under way as Thomson begins to educate agents about its new approach of tailoring holidays to customers’ needs.
The market leader revealed its strategy to more than 100 Preferred Agents last week and insisted that they, and in-house retailer Lunn Poly, are crucial in getting the message across to the consumers.
A multi-million pound advertising campaign is also due to start later this year.
Product development marketing manager Jeremy Ellis said agents must start probing customers more about their holiday requirements.
“I think in the past, especially with products like Small and Friendly, the agents were not asking the right questions of the customer and not finding out enough about what they wanted,” he said.
“Consequently there was little awareness of the Small and Friendly product. By asking those questions agents will be able to channel customers towards the differentiated products.”
He said agents will play a particularly important role for pushing products such as Small and Friendly and A La Carte where the Thomson brand name is not as important as the type of holiday.
“We have scaled down the size of the Thomson name on the front cover for that reason,” said Ellis.
The new Summer Sun brochure will also include details of the new approach, he added. Three sections at the front of the brochure will guide the customer through selecting the right holiday, choosing holiday options and the level of service required.