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Welcome to National Tourist Boards & Tourist Industry Members
www.howtocomplain As a Major Marketing Tool
1 Who Are We? www.howtocomplain.com (HTC) - chaired by John Bridgeman ex-Director General of the UK government's Office of Fair Trading - is the UK's (and international) premier, one-stop, complaints-submission website HTC is impartial and allows - through its website - consumers and suppliers to resolve complaints amicably: 76% of such complaints are so resolved without recourse to Ombudsman or regulatory bodies. Our search engine ratings are extremely high and we are number 1 for 'complain' in 'Google', with our top referrers being: Google, Yahoo, MSN, UK government sites and the BBC. 2 Why Are We Writing To You? We are internationalising and commercialising the site this year and wish to propose how you could use HTC as a unique marketing tool to attract tourists to your country and to increase their 'spend' and satisfaction while there. 3 What Is Our Product? Our main product is a 'Branded Page' subscription on the HTC website. Should you decide to subscribe, then simply typing your country's name in the HTC website search-box would take foreign tourists directly to your 'Branded Page'. On this page you may make any presentation you wish, together with instructions (complaint templates, pdf files, etc) on how to submit complaints or indeed, compliments, to yourselves or, via an index-listing to your tourist industry's suppliers. 4 The Complaints Environment for your Foreign Tourists and Travellers What complaints environment is enjoyed by tourists to your country, who purchase goods and services which immediately, or on their return home, prove to be unsatisfactory? How and to whom can they complain? Their only recourse at the moment may be to sue their credit card provider (where such goods were so obtained) or the supplier. A daunting task if they are in the USA or Asia or even Europe. American visitors would find such a situation particularly galling, coming, as they do, from the country which leads the world in customer service. A number of foreign tourists have already used our site to submit complaints to tourist and travel industry suppliers. 5 Effect on Tourist 'Spend' and Satisfaction This situation
- lack of a simple but efficient complaints redress system - is
bound to have an inhibiting effect on tourist 'spend' in your country
and to lead to dissatisfaction by those tourists who do purchase
unsatisfactory goods and services. The opportunity
exists therefore, to use the removal of this purchasing inhibition
The following proposal describes how you might use HTC to achieve this status. 7 Proposal We at HTC propose that you commission us to set up a complaints-handling facility (CHF) on our website www.howtocomplain.com for the benefit of tourists who purchase goods and services when visiting your country and which are immediately or subsequently - on their return home - deemed to be unsatisfactory. 8 CHF Concept HTC would provide
an English language 'Branded Page' subscription service (with subsidiary
foreign language-translated pages) on our website for you and your
tourist industry suppliers. Simply typing your country's name on
our website's search-box would take tourists to this page which
would contain all the information necessary to submit complaints,
in English, about goods and services purchased during their visit
to your country. Any complaints not amicably resolved could be settled
by binding arbitration. 9 CHF Components and Functions The CHF components and their functions would be: · National Tourist Board: you would commission the project from HTC by subscribing to a 'Branded Page' and promote the concept among your tourist industry suppliers. You would use your website and overseas promotional literature to draw tourists' attention to the scheme through use of our logo (fly-in-soup) with, for example, the text : "Got a complaint? then go to www.howtocomplain.com." · National Tourist Board: you could use the your Chambers of Commerce to provide a binding arbitration service for those complaints not amicably resolved. · HTC would provide overall project management and the complaints submission medium via a 'Branded Page' [s] on our website. · Your tourist industry suppliers would subscribe (to HTC) to an index-listing on your 'Branded Page' or to their own 'Branded Page' . They may also use our logo on their till receipts, letterheads, tickets, etc with the text: "Got a complaint? then go to www.howtocomplain.com." 10 Benefits to You of a Branded Page Subscription Providing such a facility for foreign tourists to your country would benefit you by: · Providing you with a powerful marketing tool to attract tourists, to increase their 'spend' while there and to ensure their overall satisfaction. · Engendering positive publicity: the CHF is likely to be seen by the world tourism media as a most innovative tourist / customer service system to be adopted by a national tourist authority. · Turning negative to positive publicity: research shows that 66% of consumers lack the necessary information to complain but do speak to about thirty friends about perceived bad service, etc. At the moment this former figure must be nearly 100% for foreign tourists. Your 'Branded Page' could turn this negative 'thirty friends' phenomenon into a positive recommendation to visit you. · Creating additional publicity: HTC has over 600,000 hits per month so your potential as a tourist destination will be exposed to people whom you might otherwise not reach. · Providing you with tourists' complaint tables - complaints by sector, type, area, frequency, nationality, etc - for analysis and tourist intelligence. · Providing
you with a tourist database for subsequent marketing. 11 Benefits to your Tourist Industry Suppliers Adoption of the CHF would benefit your tourist suppliers by: · Increasing their turnover as tourists' purchasing inhibition disappears. · Gaining
positive publicity worldwide through their 'Branded Page' or · Gaining positive publicity from the world tourism media for an innovative customer services system. · Lessening the chances of court actions by dissatisfied tourists, who would now have a graduated recourse system for complaints. 12 Benefits to your Foreign Tourists Your foreign tourists could now purchase goods and services secure in the knowledge that, should they prove to be unsatisfactory, then they have a simple means of redress though an internet-based system. This will have particular resonance with those tourists who, in their own countries, particularly America, enjoy a high standard of customer service. 13 What Would the Costs Be? HTC earns its revenue from 'Branded Page' one-off set-up and annual subscription fees. The cost to you would depend on your exact requirements which could include foreign language translated 'Branded Page(s)'. Cost-points would be: · A single, simple 'Branded Page' subscription would be E442 set-up fee and E367 annual subscription: each page with foreign language translation included, would attract a separate set-up fee and then these and the annual subscription would be negotiable. · The cost of analysis tables and database services (see paragraph 10) per country (for example analysis of American tourists' complaints), would be negotiable. · A recoverable cost for index-listing suppliers on your 'Branded Page' (see below) which you then recover from the supplier. · The tourist industry supplier would pay, through you, a set-up fee of E20 plus a monthly subscription of E10 for index-listing on your 'Branded Page' (suppliers may also subscribe to their own 'Branded Page'). Please note these figures are for information purposes only. 14 The First Step To sign up
for this unique marketing and customer services tool, or to discuss
any Please note that this is our general marketing memo which may suit most Tourist Authorities; if you are interested in the principle, but your specific requirements are not met, then together we will tailor a solution that does so. Ray Kane, Marketing Director Want to
Contact us? To contact
us for further information please click here. To see a mock-up of a branded page please click here. |
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