Hirra Sulanki
Head of Digital CX Analytics
TUI
UK
With online travel bookings the cornerstone of tourism group TUI’s business, it is crucial that customers have the best, friction-free experience on the company’s website. As head of digital CX analytics, Hirra’s role is to ensure that TUI is meeting the digital needs of its customers, aiming to provide competitive differentiation with its online CX.
In order to optimise its online CX, Hirra and her team set out to gain a better understanding of their customers’ digital experiences, identifying areas of engagement and pain points. But to achieve this, Hirra concluded that the would have to look past existing techniques for measuring the customer journey ,such as NPS, and adopt new technology to measure, benchmark and improve customers’ experiences on the website in near-real-time.
Through the implementation of new tools and technologies, and in collaboration with a digital data science consultancy, TUI was able to obtain greater data about its customer journeys, with a particular focus on the holiday booking funnel, surfacing insights such as number of successful searches, number of errors and progression to checkout, insights that helped Hirra and her team better understand ways in which they could improve the customer experience.
Furthermore, through the course of the project, the team was able to demonstrate that web users that had a near-perfect experience (e.g., no broken links, content was structured correctly) had a 90% better probability of converting (i.e., booking a trip), confirming the hypothesis that customer experience and revenue are closely linked.
“TUI serves over 20 million customers across 180 regions. This project has allowed us to meet their digital needs more confidently than ever and establish TUI as an industry leader in online CX.”
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