Case Study: Teletext Adopts Real-Time

Teletext Holidays have improved the customer experience with ResponseTrack software from Syntec.

The challenge

The challenge for Teletext Holidays was to manage a web marketing budget cost-effectively. But as per the old question ‘I know I’m wasting half of my advertising – but which half?’ there was a need for attribution of spend back to the website searches and keywords generating Teletext Holidays’ resulting telephone enquiries.

Fulfilment partner Truly Travel also wanted to take this one step further when the enquiry came through by phone, to inform the agent on-screen which offer the caller was looking at on the Teletext website in real time, when the call has come through to the individual agent.

The solution

ResponseTrack software was integrated with Teletext Holidays’ website, so that each offer displayed on the web page dynamically displays a different telephone number to call, displayed only on that web session for that particular person browsing the website at that time.

If the web session results in an enquiry call, the telephone number displayed acts as a unique identifier linked directly to that web session and product offer. Analytics can then give Teletext Holidays detailed real-time and historic reporting to allow cost per enquiry analysis by keyword/search. It can also display detail on the channels by which visitors are coming to their site and individual offers, for detailed marketing cost attribution.

Truly Travel, in turn, is then able to take advantage of the software’s ScreenView technology, linked also to AgentCall software, allowing the agent to ask the caller if they can view the web page they are looking at. This enables agents to service the enquiry and make the sale accordingly.

The results

Teletext has been able to optimise its web marketing campaigns and spend while maintaining the same level of response.

Web marketing analytics and ScreenView facility for sales agents has added marketing insight and financial efficiency to the company’s business model. It has also become a unique customer service benefit to the new and growing partnership between Teletext Holidays and fulfilment partners Truly Travel.

“In a highly competitive and low-margin industry sector, this combination of extra marketing firepower and margin improvement, as well as customer service gain can quite simply be the difference between success and failure of a travel business,” said Simon Beeching from Syntec.

“Syntec have become core to the Teletext Holidays business,” said Daniel Taylor, MD at Teletext Holidays. “Working in progressive partnership, we’ve been able to co-develop business improvements and really push the boundaries as we’ve moved to a digital-only business.”

For more information about Syntec, visit their website.