Humany

Case Fritidsresor.

TUI AG is the leading European travel group, represented in more than 16 European countries. TUI’s activities stand for approximately 37 percent of the European tourism market today. TUI Nordic comprises tour operators in Sweden, Norway, Denmark and Finland. The main operators are Fritidsresor in Sweden, Star Tour in Norway and Denmark, and Finnmatkat in Finland.

Background

Traditionally trips have been sold over the counter or via phone, requiring a lot of personal assistance to the customer. With the advent of the Internet, the online travel market has evolved, creating both risks and opportunities for travel agencies. Because systems for computer reservations were already in place, companies were prepared to connect online sales in order to establish highly profitable technology networks, which supported sales and efficient distribution.

Customers could then benefit from low fares and easy-to-use online booking systems. However, travel agencies were faced with problems that needed to be solved. With less human interaction, it became harder to build strong relationships with customers. Online information was also hard to filter with methods such as browsing and traditional searching. And how is it possible to substitute the agent’s personal suggestions of special offers and to make those additional sales? The travel agency Fritidsresor Group had recognized these problems and saw the need for a more refined way of directing customers to the right information on their Web site. Often, for example, it was hard for a Web site visitor to find alternative hotels in the same area, when the one they had in mind was fully booked. Travel agencies also wanted to know their customers’ needs better and to make them feel well taken care of on the Web site.

Solution

The solution for Fritidsresor Group was to implement a search and self-service system based on Humany’s SiteAssistant and SiteSearch. SiteSearch increases efficiency for customers who are searching for a destination or hotel with special criteria. With SiteSearch, the daunting task of browsing among all the different hotels and destinations is avoided. The customer simply writes his or her preferences and the ideal destination is presented.  If the customer then wants to ask more specific questions about the destination or anything else concerning the trip, he or she just asks SiteAssistant Web. The tool can handle a dialogue with a user by asking follow-up questions to make sure that the customer query is solved in an efficient manner. Fritidsresor’s decision to combine the two tools has provided a unique functionality. SiteAssistant can monitor searches and offer support in the way of help instructions, additional information, links and special or complementary offers as it interprets and understands the user's needs. Thus, the customer is being well served while the travel agency is given opportunities to make additional sales. 

Measured Improvements

After using SiteAssistant and SiteSearch, Fritidsresor noticed the following improvements in their customer relations:

• Fewer calls with simple questions
• Shorter time span between first visit and booked trip
• Decrease in workload for call center
• Fewer complaints
• Increase in number of Web site visitors

Fritidsresor estimated that their return of investment was achieved about 6 months after launch.

Facts About Fritidsresor's SiteAssistant

Developing time: 3 months
Numer of questions in database: 1200 (per March 3rd 2007)
Avg. usage per day: 10000 searches, 4000 unique visitor searches