Active聽holiday specialist Neilson has invested in call intelligence technology from ResponseTap to strengthen its multichannel marketing strategy following a new website launch.
With a strong relationship with tourism partners, Neilson can receive anywhere up to 100,000 calls per year, from people booking ski, mountain, beach-club or sailing breaks. The calls can聽be prompted by anything from a traditional broadsheet display ad to a paid search campaign.
The integration of ResponseTap鈥檚 software will聽help the firm聽uncover a deeper level of data-driven insight on an individual customer level, which will benefit both the company and its client-base.
鈥淥ur entire brand is about creating holiday experiences that make customers鈥� hearts sing,鈥� says Neilson鈥檚 head of digital Jennie Webster.
鈥淏ut that philosophy isn鈥檛 restricted purely to the vacations themselves 鈥� we want every interaction with Neilson to form part of the memorability.
鈥淪o, if a customer chooses to contact our sales centre because they believe you can鈥檛 beat the first-hand knowledge of our active holiday experts, we want that call to be as relevant and informative as possible.
鈥淎nd now, armed with real-time insight into an individual鈥檚 research and behaviour, up until the point of them picking up the phone, we can tailor our advice and ensure the conversation is even more valuable.鈥�
A greater level of customer journey data will prove powerful for the marketing team too, says Webster.
鈥淥ur brand is growing 鈥� in both reputation and capacity 鈥� which means our marketing activity has to become slicker and more integrated to support this ongoing expansion.
鈥淏ecause we鈥檙e now linking online and offline behaviours, we can measure the effectiveness of every campaign and channel, enabling us to optimise our spend thereafter.
鈥淭his gives us the ability to make decisions based on evidence, not assumptions, and convert more enquiries into sales as a result.鈥�
ResponseTap is now fully integrated into Neilson鈥檚 website after beginning the onboarding process in February, with CRM integration next on the agenda.
鈥淲e鈥檝e already been blown away by the amount of data available to us. It鈥檚 solving pain points we didn鈥檛 even know we had,鈥� says Webster.
鈥淣ow it鈥檚 a case of fully training our sales centre agents so that we can record the outcome of every call, before we move on to thinking about what鈥檚 next for this intuitive technology.鈥�
The software has been supplied on ResponseTap鈥檚 newly-launched fixed pricing model to overcome many of the forecasting issues experienced when investing in 鈥榤artech鈥� – marketing technology – solutions.
鈥淔unctionality aside, the pricing structure was one of ResponseTap鈥檚 key selling points,鈥� says Webster.
鈥淏udgets are a real hot potato in my world, but we know exactly what we鈥檙e paying for, upfront, which can鈥檛 be said for many martech platforms on the market.鈥�
The move comes hot on the heels of Neilson鈥檚 new website launch in late 2016, which was designed to improve the research and booking experience for its customers shopping online.