Actionable Analytics Helped a Travel Company Increase Revenue By A Significant Margin
A reputed online travel agency in the US was resorting to just their website for generating revenues. Such an approach was significantly hurting the prospects of the business for offline sales possibilities. They realized that non-conventional techniques hadn’t delivered to generate leads for them, that’s where they approached us, Glorious Insight to look into the factors contributing to such outcomes. Our experts thoroughly analyzed their business and found out the grey zones between actual sales performance and the marketing involved in the process.
Check out how our experts have exploited the possibilities to engage better returns for the travel giant via a robust analytics-driven customer segmentation strategy.
Customer Background
A thriving travel agency had been marketing aggressively for their travel products and services via their websites. Though their business was able to grow at a significant rate yet the cost of the marketing wasn’t justifying the returns in a significant manner. They were worried about such a lag and at that point, because their prime focus was to broaden their revenue portfolio and look beyond just online to generate revenues, they collaborated with us.
Our experts carefully analyzed all their use-cases and scenario to get to the root of the problem that was hampering their true potential.
Challenges
Their approach could be well categorized as technologically-archaic; meaning, inadequacy in understanding the customer behavior even though equipped with all technological dynamics. Other challenges further aggravated the situation with a lack of understanding of the geographical area, customer preferences, and the rules of engagement. This put the entire operation in jeopardy when you search for the right things at the wrong places. Meaning, the client was technically looking for answers in a place where they never existed. Their inadequate offline strategy led to a significant drop in revenue even though they had the best travel website.
Solution
Glorious Insight had taken detailed research to understand the challenges posed by such an approach and recommended the use of deep domain expertise (professionals) having control in Enterprise Analytics. Along with that, they further fortified the approach with;
- A clinical strategy through customer segmentation acquired for activities during cross-selling, up-selling, and service data. Such insights helped the client to understand the right customers and focus on offline channels for maximizing sales conversion beyond just websites.
- Performance evaluation of agents who had been designated to perform offline sales. A specific case analysis to find out the over-exceeding expectation results, general ones, and under-performing sales guys. Thereby, delegating the responsibilities of training by over-exceeding expectation staff to under-performers, who have performed abysmally or to a mediocre level.
- Setting up an analytical system that identifies efficient staffs and put them at different regional territories and specific gateways for offline marketing to convert the least profitable set of customers into viable revenue sources.
Outcome/Result
In less than a month, there was a significant improvement in the business performance with;
An increase in the offline revenues generated by analyzing the geographical trends, customer preferences, and choice of mediums beyond just website for engagement. The strategy of communicating through phone calls, facsimile (fax), and white mails have helped them create an impact in the competition and outperform their competitors.
