THOMAS Cook has invested in new online customer relationship management technology in a bid to cut costs.
Thomas Cook is the latest travel company to buy RightNow Technologies’ CRM package, following others including British Airways, Eurostar and Opodo, in a move that could save thousands of pounds potentially.
Thomas Cook head of online operations Andrew Doe would not reveal the cost or projected savings for the first year of using the technology, but RightNow chief executive Greg Gianforte said, to date, about 55,000 people now have BA questions answered online, supported by his company’s technology.
Typically, each call to a large call centre costs a company £2 to £3.
Doe agreed the CRM technology’s introduction is essentially about cost savings. He said: “The more you can respond to customer enquiries online, the more you will save.”
He said the technology will be rolled out in stages and fits with Thomas Cook’s strategy of directing customer enquiries online.
Stage one enables web users to find answers to common questions, or submit their own questions to a dedicated web support team, via a help button.
Over time, Thomas Cook expects to build “a very rich body of content” to answer most questions and feed its sales and marketing activities.
Plans have also been revealed for an online facility allowing customers to make balance payments, after paying a booking deposit in a shop.
Thomas Cook hopes its 1,000 call-centre employees will eventually have more time to deal with complex bookings. But the developments don’t spell the end of high-street stores or call-centre sales, stressed Doe.
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