Lee Rosen will be discussing the importance of data capture, CRMs, and demystifying the role of technology for advisors, as one of the featured experts in Travel Market Report’s Maestro series.
Rosen has more than 30 years of experience in the travel industry, serving as the founder and former president of TRAMS, as well as the former general manager of Sabre leisure. TRAMS started as a Back-Office system and over the years evolved to also include a CRM (client relationship management) component, quickly becoming the leading technology provider with several thousand travel agency users.
“I’ve worked in the travel industry for 32 years,” said Rosen. “I came from the technical design marketing world and I love to travel, so I put those two things together and found my niche.”
He believes that the role of technology is a key factor for travel advisors, and wants to reassure them that data and technology isn’t something to fear, but to embrace.
“Having worked with thousands of agencies for decades, gives a lot of real-world experience for what works and what doesn’t… Overall, people tend to be afraid of data and computer systems and technology, and a lot of people say I’m great with travel, great with people, but the technical stuff kind of scares me. What’s really important to understand is that these are tools to help you, and data is knowledge, and knowledge is the grounds for success.”
While technology can never replace the value that advisor bring to their clients, it can help advisors stay organized and provide the perfect product and experience for their clients.
“I think it’s important to listen. People tell you what they want and what’s important, what matters to them, and what their fears and concerns are, and you need to learn to listen to them,” said Rosen. “If you’re able to put the pieces together for how technology might be able to address those issues, we can help them continue to move forward. This will give you a real opportunity to be in a position of importance where people learn to trust you and want to continue to work with you.”
“What advisors have to learn is the importance of capturing data. Overall, data is there to help people, and the systems are there to help them access that data, not scare them,” said Rosen. “Accounting and CRM data is just information. Knowing what you sold, who you sold it to, and where people have been in the past, is a number one indicator of what they will do in the future, and one of the key things that will help you build relationships.”
“If we’re going to build relationships, and we’re going to do the right thing for our customers, delivering the right products at the right timing, it’s important to have that information at our fingertips. Knowing what you talked about [with clients] in terms of the when and where addressing their concerns and issues, as well as keeping yourself organized are absolutely the keys to success.”