business Essential news, comment and analysis
Teletext’s Wayne Perks says ‘having a call centre makes it much easier for a customer to book’
Teletext banks on phone to boost conversion rates
ONLINE ‘HERITAGE’ BRAND BELIEVES CALL CENTRE HAS ROLE IN MOBILE ERA. LEE HAYHURST REPORTS FROM BRIGHTON TRAVEL CONFERENCE
Selling over the telephone might seem old hat but ‘heritage’ travel brand Teletext Holidays believes it’s what gives it the edge over rival OTAs.
The brand, once a mainstay of an entire sector of the travel industry that relied on it for leads, is now owned by Truly Travel, its sole supplier of deals. Speaking at the annual BrightOn
Travel conference, new managing director Wayne Perks set out the firm’s vision for revitalising the brand. “We believe the move to
88
travelweekly.co.uk 15 October 2015
mobile really lends itself to having that call centre again,” said Perks. “As perhaps other people have been moving towards online bookability, we think we stand out. “As consumers move more
towards using mobile to look and book travel, they can actually find booking quite cumbersome. “We believe by having a call
centre booking path, it’s much easier for a customer to call and speak to an agent than having an online booking process. “With more than 40% of our
traffic coming from mobile we want to optimise that unique position we have.” Teletext is working with travel
technology software specialist CWT Digital and its new owner Zen3 on introducing technology that can turn phone conversations between customers and call centre agents into searchable online content to improve its search ranking. Perks said the firm had also
adapted its sales strategy towards ‘recommendation’, and has retrained call centre agents to field more-generic enquiries. “Recommendation is playing a much more important role now,” he said. “The booking process
CONTINUED ON PAGE 86
PICTURE: ISTOCK
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96