Eco-Tourism Agency's All-in-One Solution for Reservation Center with 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
About The 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.
The 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.
The 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.
Operational Impact
Quantitative Benefit
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