Active 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 be prompted by anything from a traditional broadsheet display ad to a paid search campaign.
The integration of ResponseTap’s software will help the firm uncover a deeper level of data-driven insight on an individual customer level, which will benefit both the company and its client-base.
“Our entire brand is about creating holiday experiences that make customers’ hearts sing,” says Neilson’s head of digital Jennie Webster.
“But that philosophy isn’t restricted purely to the vacations themselves – we want every interaction with Neilson to form part of the memorability.
“So, if a customer chooses to contact our sales centre because they believe you can’t beat the first-hand knowledge of our active holiday experts, we want that call to be as relevant and informative as possible.
“And now, armed with real-time insight into an individual’s 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.”
A greater level of customer journey data will prove powerful for the marketing team too, says Webster.
“Our brand is growing – in both reputation and capacity – which means our marketing activity has to become slicker and more integrated to support this ongoing expansion.
“Because we’re now linking online and offline behaviours, we can measure the effectiveness of every campaign and channel, enabling us to optimise our spend thereafter.
“This gives us the ability to make decisions based on evidence, not assumptions, and convert more enquiries into sales as a result.”
ResponseTap is now fully integrated into Neilson’s website after beginning the onboarding process in February, with CRM integration next on the agenda.
“We’ve already been blown away by the amount of data available to us. It’s solving pain points we didn’t even know we had,” says Webster.
“Now it’s 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’s next for this intuitive technology.”
The software has been supplied on ResponseTap’s newly-launched fixed pricing model to overcome many of the forecasting issues experienced when investing in ‘martech’ – marketing technology – solutions.
“Functionality aside, the pricing structure was one of ResponseTap’s key selling points,” says Webster.
“Budgets are a real hot potato in my world, but we know exactly what we’re paying for, upfront, which can’t be said for many martech platforms on the market.”
The move comes hot on the heels of Neilson’s new website launch in late 2016, which was designed to improve the research and booking experience for its customers shopping online.