The Travel Technology Initiative (TTI) autumn conference held last month London highlighted the importance and ease of travel companies” call centres aiding their marketing departments. A presentation from US software firm Call Miner profiled its latest technological advancements with Continental Airlines. The airline is using its voice recognition software to automatically filter all incoming calls for key words.
”So if the marketing department wants to listen to customer moaning about a route that a rival airline has discounted, it is easy to do,” Call Miner co-founder and CEO Jeff Gallino (picture left) told delegates. ”Agents who use drop-down boxes to insert the reason for a customer calling, will only have a select few to choose from. They will have no way to convey important reasons for a call to those who need to know. The agent won”t care that a customer is phoning to moan about a rival airline, neither will the agent”s supervisor. But the marketing department will need this key information.”
Web Applications” presentation gave travel marketers an insight into how to track marketing spend. The company suggest that print adverts can not only contain a unique website address different from that of the company”s original, but a unique telephone number could also be provided. ”It accurately tracks the success of the marketing budget,” said Web Applications UK managing director Helen Bonner (picture right). Bonner cited the success of insurance company Norwich Union”s Quote Me Happy advertising campaign as an example. ”Moving away from a branded website is hard for some to achieve but effective once done,” she revealed.
Image source: ” Travel Technology Initiative