CPS Creates Convenience and Value

 

Creating extra value for customers is what every business should strive to do for its customers. Convention Planning Services (CPS), based in Orlando, Florida, has grown into one of the largest full service Destination Management Companies (DMCs) in the country over the last 28 years. How? One way is by making it easier for people to use its services.

When a company or association comes to Orlando, they often need to make arrangements for large groups, sometimes as many as 50,000 people. CPS uses technology to make it convenient and low cost for its clients to schedule attendees for multiple events.

What caught my attention was that the features that CPS added were so attractive that when their clients travel to other destinations, they ask for the same conveniences from the local DMC. When that happens, it's clear that the customer recognizes the value.

Dine-a-round is an example of one of the extra services available to CPS clients. It is a reservation-driven website where one person can make a reservation for five or six people at any of a number of restaurants. The next person who visits the website only sees the reservations still available. It is attractive for clients because it is so easy to use.

Another module, the ticket and tour website, is the most active. According to Steve Babb, Director of Business Systems at CPS, "an assistant at CPS can log in and go through the CPS intranet making a series of decisions, and then go live without the CPS Information Systems team being involved. When the website goes live, it sends a hyperlink out to the client to let them know the website is live and can now be posted on their conference website for their attendees to register for events. It's fast and it's free. And people have the ability to use their credit card online, which is the latest feature we've added."

The third module is for recreation, which includes spas, golf, appointments for workouts or aerobic classes, for example. Golf is unique because of the difficulty of scheduling foursomes, handicaps, rental shoes and clubs. Transportation, the fourth module, includes "meet and greet," and involves both payment and reservations.

Why do clients like these features? They get reports on the web, when they want, and they can track all of the activities in real time. They don't have to go through CPS to get the information, which makes it faster and more convenient. That speed and convenience provides value.

"They like knowing the reservations status because, as a rule, the number of reservations indicates participation and costs for restaurants and transportation. They can also see that some of the people who should be signing up aren't, and they can send a reminder email. It will also indicate whether the activity will be a 'go or no go' because of all the choices available in Orlando. This gives the client a lot of control."

In the beginning CPS tried to customize every client site, and tried to charge the client for the customization, but found it was more difficult explaining it then providing a standard design. Babb said "if we have to make changes to a website, it gets complicated, so we try to steer clients to the standard templates. We let them know they have a template they can use for free and that we've improved it over a number of years. It works well"

In adding these features to its website, CPS has

1. Streamlined the process

2. Lowered costs and

3. Added perceived value.

Clients like the convenience at no extra cost. The features add value (and CPS saves money). That's a winning combination.

If you would like to know more about CPS you can visit their website at www.cpsorlando.com.

SalesLeaders.com(sm) James A. DeSena, CSP, author, The 10 Immutable Laws of Power Selling - The Key to Winning Sales, Wowing Customers and Driving Your Profits Through the Roof (McGraw-Hill), a Forbes Book Club Selection and recommended by destinationCRM.com as required reading. 1-800-4321-WIN