News : Holiday brand strengthens multichannel marketing activity to fuel growth
Active holiday provider Neilson has invested in call intelligence technology from ResponseTap, to strengthen the brand’s multichannel marketing strategy.
The move comes hot on the heels of a new website launch in late 2016, which was designed to improve the research and booking experience for Neilson customers shopping online.
However, acknowledging the complex path to purchase in the travel sector, the team has taken its martech stack one step further to understand what makes the phone ring too.
The integration of ResponseTap’s software will therefore uncover a deeper level of data-driven insight on an individual customer level, which will benefit the company and client-base alike.
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"Our entire brand is about creating holiday experiences that make customers’ hearts sing," comments 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."
But a greater level of customer journey data will prove powerful for the marketing team too, believes Jennie.
"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," she explains. "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."
Despite the onboarding process only beginning in February, ResponseTap is now fully integrated into Neilson’s website, with CRM integration next on the agenda.
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Established in 2008, ResponseTap is a Call Intelligence specialist, with offices in Manchester, London and the USA. With more than 2,200 worldwide clients, the company continues to be run by its two founders Richard Hamnett and Ross Fobian, with investment from Eden Ventures, Beringea and Enterprise Ventures.
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