CallTrackingMetrics Case Studies Eco-Tourism Agency's All-in-One Solution for Reservation Center with CallTrackingMetrics

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	Eco-Tourism Agency's All-in-One Solution for Reservation Center with CallTrackingMetrics CallTrackingMetrics

Eco-Tourism Agency's All-in-One Solution for Reservation Center with CallTrackingMetrics

CallTrackingMetrics

Technology Category	Platform as a Service (PaaS) - Application Development Platforms Sensors - GPS
Applicable Industries	Equipment & Machinery Telecommunications
Applicable Functions	Sales & Marketing
Use Cases	Track & Trace of Assets
Services	System Integration
Challenge	Skyline Eco-Adventures, a large travel company with multiple offices, was facing a challenge in tracking and optimizing their marketing initiatives. They were spending a significant amount on marketing with the primary goal of translating these initiatives into booked reservations and revenue. The company was trying to capture every touch point in the customer journey and attribute those specific touch points back to a client reservation. However, they were struggling to measure both online and offline initiatives and identify exactly where their customers were coming from. This was crucial for them to measure and optimize campaign spend based on performance. They also had to deal with different attribution models based on where the guest started in the sales funnel, making it difficult to target guests in various phases. Read More
About Customer	Skyline Eco-Adventures is the United States’ first zipline company, founded in 2002 on Maui, Hawaii, by father and son, Buck and Danny Boren. Skyline’s first location, the Haleakala Skyline Tour, is located on Historic Haleakala Ranch in beautiful upcountry Maui. As a large travel company with multiple offices, they strive to use the latest tools and technology to track, measure, and optimize every dollar spent on their marketing initiatives. They aim to capture every single touch point in the customer journey and attribute those specific touch points back to a client reservation. Read More
Solution	Skyline Eco-Adventures started using CallTrackingMetrics (CTM) in their reservation center, creating standard operating procedures where reservation agents score the calls and enter a revenue amount right inside the call log. This allowed them to track revenue on a call-by-call basis and attribute revenue to the total return on marketing and advertising spend each month. They assigned specific tracking numbers to each ad and campaign across all offices, enabling them to know whether a customer clicked their ad and went to the website, called them from a static ad, and whether they actually booked a reservation. This process allowed them to adjust acquisition costs across channels by aggregating both the online booking revenue and the offline call-to-book revenue. They also moved past marketing attribution and into a phone system by switching to CTM’s Softphone, integrating the phone system itself and the call tracking platform for their reservation agents. Read More Log in to view content
Contents

Technology Category

Platform as a Service (PaaS) - Application Development Platforms

Sensors - GPS

Applicable Industries

Equipment & Machinery

Telecommunications

Applicable Functions

Sales & Marketing

Use Cases

Track & Trace of Assets

Services

System Integration

Challenge

Skyline Eco-Adventures, a large travel company with multiple offices, was facing a challenge in tracking and optimizing their marketing initiatives. They were spending a significant amount on marketing with the primary goal of translating these initiatives into booked reservations and revenue. The company was trying to capture every touch point in the customer journey and attribute those specific touch points back to a client reservation. However, they were struggling to measure both online and offline initiatives and identify exactly where their customers were coming from. This was crucial for them to measure and optimize campaign spend based on performance. They also had to deal with different attribution models based on where the guest started in the sales funnel, making it difficult to target guests in various phases.

About Customer

Skyline Eco-Adventures is the United States’ first zipline company, founded in 2002 on Maui, Hawaii, by father and son, Buck and Danny Boren. Skyline’s first location, the Haleakala Skyline Tour, is located on Historic Haleakala Ranch in beautiful upcountry Maui. As a large travel company with multiple offices, they strive to use the latest tools and technology to track, measure, and optimize every dollar spent on their marketing initiatives. They aim to capture every single touch point in the customer journey and attribute those specific touch points back to a client reservation.

Solution

Skyline Eco-Adventures started using CallTrackingMetrics (CTM) in their reservation center, creating standard operating procedures where reservation agents score the calls and enter a revenue amount right inside the call log. This allowed them to track revenue on a call-by-call basis and attribute revenue to the total return on marketing and advertising spend each month. They assigned specific tracking numbers to each ad and campaign across all offices, enabling them to know whether a customer clicked their ad and went to the website, called them from a static ad, and whether they actually booked a reservation. This process allowed them to adjust acquisition costs across channels by aggregating both the online booking revenue and the offline call-to-book revenue. They also moved past marketing attribution and into a phone system by switching to CTM’s Softphone, integrating the phone system itself and the call tracking platform for their reservation agents.

Impact #1	The implementation of CallTrackingMetrics (CTM) provided Skyline Eco-Adventures with a competitive advantage in the marketplace. The ability to analyze data every month was essential for them. They were able to compare conversion rates to conversion rate percentages, which they used to monitor and compare all marketing initiatives. When certain campaigns had higher conversion rates, they could dig in and look at the data and start evaluating what was working and how they could repeat this in other campaigns. The switch to CTM’s Softphone also improved their reservation center operations, allowing agents to transition from call to call with ease and have access to amazing customer profile data to enhance every conversation.

Impact #1

The implementation of CallTrackingMetrics (CTM) provided Skyline Eco-Adventures with a competitive advantage in the marketplace. The ability to analyze data every month was essential for them. They were able to compare conversion rates to conversion rate percentages, which they used to monitor and compare all marketing initiatives. When certain campaigns had higher conversion rates, they could dig in and look at the data and start evaluating what was working and how they could repeat this in other campaigns. The switch to CTM’s Softphone also improved their reservation center operations, allowing agents to transition from call to call with ease and have access to amazing customer profile data to enhance every conversation.

Benefit #1	Able to track revenue on a call-by-call basis
Benefit #2	Able to attribute revenue to the total return on marketing and advertising spend each month
Benefit #3	Able to adjust acquisition costs across channels by aggregating both the online booking revenue and the offline call-to-book revenue

Benefit #1

Able to track revenue on a call-by-call basis

Benefit #2

Able to attribute revenue to the total return on marketing and advertising spend each month

Benefit #3

Able to adjust acquisition costs across channels by aggregating both the online booking revenue and the offline call-to-book revenue

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Overview

Eco-Tourism Agency's All-in-One Solution for Reservation Center with CallTrackingMetrics

Operational Impact

Quantitative Benefit