Thomson Holidays uses web analytics to help online bookings take flight

Thomson Holidays has installed analytics software from Tealeaf to help improve customer experience on its online holiday booking website.

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Thomson Holidays has installed analytics software from Tealeaf to help improve customer experience on its online holiday booking website.

The travel giant receives 850,000 visits from potential holiday makers every week. It will use Tealeaf’s CX suite to gain real time visibility into events and customer behaviour on its holiday booking website.

The software will alert Thomson immediately to any problems with the site that are preventing customers from completing bookings. It allows users to drill down into the data for any issues identified to discover how many customer are being affected and the impact of the problem on the company’s business.

Thomson has recently upgraded its website to include a “powersearch” facility that dynamically puts together holidays from a number of components covering flights, car hire and accommodation.

The Tealeaf software will allow the holiday firm to capture the details of each customer interaction with the website in order to provide more insight into customer behaviour.

George Nolan, e-commerce manager, holidays, for Thomson’s parent group TUI UK, said: “Tealeaf is the only solution available that could provide us with the depth and breadth of meaningful information about why customers are prevented from booking holidays via our website.”

The software would help turn “more lookers into bookers”, he added.

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