Developments - February 2020 - 26

26 - Developments

and communicate using separate technology platforms.
Ten Broek said the timeshare companies
that master this mapping first will not
only be positioned to meet owners' higher
expectations, but also drive greater vacation
ownership revenues through upgrades
and member referrals. According to Ten
Broek, touchpoints in this customer
journey occur in a variety of
channels, functions, and time
periods, whether it's reading
marketing collateral or going
on a company website, taking
an actual tour and speaking
with a sales professional, or
receiving homeowners association material and billing
statements after the fact.
"The customer journey
demands that the sum of the
experience is greater than its
parts or touchpoints," said
Ten Broek, who introduced
the journey-mapping concept
at an industry forum two years ago in
partnership with ARDA. "One important
difference between a string of touchpoints
and an effective owner journey is perspective: It must be seen through the eyes of
the customer."

"

One thing Nordis Technologies is doing
to help its clients more effectively juggle this
journey is offering a customer communications management (CCM) system based on
a single technology platform-encompassing everything from new owner welcome
kits and vacation confirmations to prearrival packages and owner invoices,
notices, and other documents.

THE CUSTOMER JOURNEY

"

Yet if there is any industry that can learn
and evolve from disruption, it's one of
the original disrupters that now has the
support and legitimacy from many of the
leading hotel brands firmly entrenched in
the timeshare business, such as Marriott,
Hilton, Wyndham, and Holiday Inn. And
that doesn't include one of the most trusted
and loved brands, Walt Disney Co., now
entering its third decade of selling the
highly successful Disney Vacation Club.
Ongoing PR-related disruption brought
on by less reputable exit companies
notwithstanding, not all disruption facing
the timeshare industry is negative. In
fact, some of the more disruptive forces
being introduced to vacation ownership
interests are poised to strengthen the
bonds between timeshare's most loyal
and committed owners from the past and
positively grow the brand experience and
trust of future owners.
At least that's one way to describe a trio of
longtime timeshare-related companies and
service providers introducing innovative
approaches and thought leadership. If there
is any one overlapping theme from the
aforementioned trio-Nordis Technologies,
Brand Tango, and Fidelity National
Timeshare-it's being consumer-centric.
Or as Nordis Technologies executive
Bryan Ten Broek described it, the mindset
for 2020 and beyond needs to be about
"mapping out" and truly understanding the
vacation owner's "customer journey from
lead to loyalty." Ten Broek, named vice president of business development for Nordis in
2016 after spending 21 years with Interval
International, said it's not enough for
vacation ownership companies to do well
with some or even most of the interactions
with owners and prospective owners.
Customers want better than that,
according to Ten Broek, and fully satisfying
them at all times to build lasting loyalty
takes a new strategic focus by companies as
it relates to the overall customer experience
and communications. And that starts with
timeshare developers tracking every step of
that customer journey and coordinating this
path to prosperity with all of their disparate
"silos" or business units that often operate

DEMANDS THAT THE SUM
OF THE EXPERIENCE IS

GREATER THAN ITS PARTS OR
TOUCHPOINTS.

"Clients use our platform to enhance their
communications," Ten Broek added. "We've
been big advocates to push the industry
to think of things through the lens of the
customer because when you think about the
history of timeshare, that's not always been



Developments - February 2020

Table of Contents for the Digital Edition of Developments - February 2020

UP FRONT: New Decade, New Improvements
FIRST WORD: ARDA's Priorities for 2020
AROUND ARDA: Meet Elizabeth Baker, ARDA's Newest Staff Member
FACES FROM THE FRONTLINES: ARDA Fall Conference Wrap-Up
MEETINGS: WIN's Pinktober Event Raises Nearly $15,000 for Breast Cancer Research
TRUSTEE SPOTLIGHT: Sam Pontius, Timeshares Only and Fidelity Real Estate
VIP SPOTLIGHT: Mike Samet (Trustee) and Chris Clark (Chairman's League), Digital-Ignite
KEEPING PACE WITH DISRUPTION
PARTNER SHOWCASE: Capital Vacations: Filling an Industry Void with Sales Solutions and Resort Management
CREATING UNIQUE WORK-LIFE BALANCE BENEFITS TO ATTRACT AND RETAIN EMPLOYEES
BRANDS MATTER – AND MUST EVOLVE TO SURVIVE
‘CAPITAL LIGHT,’ AN INCREASINGLY COMMON PHRASE IN TIMESHARE – BUT WHAT EXACTLY IS IT?
ACCEPTING CRYPTOCURRENCY PAYMENTS: PROS AND CONS FOR BUSINESSES TODAY
HONORING THE SELF-OPINION OF OTHERS
AROUND THE INDUSTRY
MEMBER UPDATES: ARDA's Trustee and Chairman's League Members and New Corporate Members
LAST WORD: We are ARDA Strong
Developments - February 2020 - Cover1
Developments - February 2020 - Inside
Developments - February 2020 - 1
Developments - February 2020 - 2
Developments - February 2020 - 3
Developments - February 2020 - 4
Developments - February 2020 - 5
Developments - February 2020 - UP FRONT: New Decade, New Improvements
Developments - February 2020 - 7
Developments - February 2020 - FIRST WORD: ARDA's Priorities for 2020
Developments - February 2020 - 9
Developments - February 2020 - AROUND ARDA: Meet Elizabeth Baker, ARDA's Newest Staff Member
Developments - February 2020 - 11
Developments - February 2020 - FACES FROM THE FRONTLINES: ARDA Fall Conference Wrap-Up
Developments - February 2020 - 13
Developments - February 2020 - 14
Developments - February 2020 - 15
Developments - February 2020 - MEETINGS: WIN's Pinktober Event Raises Nearly $15,000 for Breast Cancer Research
Developments - February 2020 - 17
Developments - February 2020 - 18
Developments - February 2020 - 19
Developments - February 2020 - TRUSTEE SPOTLIGHT: Sam Pontius, Timeshares Only and Fidelity Real Estate
Developments - February 2020 - 21
Developments - February 2020 - VIP SPOTLIGHT: Mike Samet (Trustee) and Chris Clark (Chairman's League), Digital-Ignite
Developments - February 2020 - 23
Developments - February 2020 - KEEPING PACE WITH DISRUPTION
Developments - February 2020 - 25
Developments - February 2020 - 26
Developments - February 2020 - 27
Developments - February 2020 - 28
Developments - February 2020 - 29
Developments - February 2020 - PARTNER SHOWCASE: Capital Vacations: Filling an Industry Void with Sales Solutions and Resort Management
Developments - February 2020 - 31
Developments - February 2020 - 32
Developments - February 2020 - 33
Developments - February 2020 - CREATING UNIQUE WORK-LIFE BALANCE BENEFITS TO ATTRACT AND RETAIN EMPLOYEES
Developments - February 2020 - 35
Developments - February 2020 - BRANDS MATTER – AND MUST EVOLVE TO SURVIVE
Developments - February 2020 - 37
Developments - February 2020 - ‘CAPITAL LIGHT,’ AN INCREASINGLY COMMON PHRASE IN TIMESHARE – BUT WHAT EXACTLY IS IT?
Developments - February 2020 - 39
Developments - February 2020 - ACCEPTING CRYPTOCURRENCY PAYMENTS: PROS AND CONS FOR BUSINESSES TODAY
Developments - February 2020 - 41
Developments - February 2020 - HONORING THE SELF-OPINION OF OTHERS
Developments - February 2020 - 43
Developments - February 2020 - AROUND THE INDUSTRY
Developments - February 2020 - 45
Developments - February 2020 - 46
Developments - February 2020 - 47
Developments - February 2020 - 48
Developments - February 2020 - 49
Developments - February 2020 - 50
Developments - February 2020 - 51
Developments - February 2020 - 52
Developments - February 2020 - 53
Developments - February 2020 - 54
Developments - February 2020 - 55
Developments - February 2020 - 56
Developments - February 2020 - 57
Developments - February 2020 - 58
Developments - February 2020 - 59
Developments - February 2020 - MEMBER UPDATES: ARDA's Trustee and Chairman's League Members and New Corporate Members
Developments - February 2020 - 61
Developments - February 2020 - 62
Developments - February 2020 - 63
Developments - February 2020 - LAST WORD: We are ARDA Strong
Developments - February 2020 - Cover3
Developments - February 2020 - Cover4
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