Thomas Cook explains how it achieved 14% hike in lead conversion

Thomas Cook India CEO Mahesh Iyer has revealed that the company achieved 14 percent increase in lead conversion by deploying analytics and artificial intelligence (AI) and its investment in upgrading the internal technology portal.
Thomas Cook and investment in technology
The global travel service provider will be making upgrade in its mobile app to enhance customer experience, Business Line reported.

Last year, Thomas Cook India purchased 24 percent equity stake in a travel-tech start-up, Travel Junkie Solution.

Thomas Cook India partnered with IT services company Accenture in order to ensure access to analytics. Thomas Cook India’s spending on upgrading and integrating AI into its online, offline portals and mobile app was around $1 million.

Travel companies can build a great itinerary, price it correctly, make the bookings or fulfil the customer experience. “But packaging and getting every bit right is something companies need to improve,” Mahesh Iyer said.

Thomas Cook India does not spend heavily on advertising for returns. Instead, the company decided to invest in a tool which would give it accurate and researched results.

“On the basis of the intelligence that was provided to us by the AI tool, our conversion rates, which were 33-34 percent, have gone up to 47 percent overall,” Mahesh Iyer said.

Thomas Cook’s mobile app, available on both Andriod and IOS, has a customer-base of over five lakh people.

Thomas Cook will revamp the mobile app by adding more customer-friendly features. The travel company has already added real-time updates on the app. It will add a social media connecter to it as well.

Thomas Cook will build an up-selling tab for customers who want to upscale their packages and put add-ons to their itinerary. Thomas Cook will add an online, real time feedback button along with selling forex via the app in the future.

Thomas Cook’s global revenue rose 1 percent to £1.656 billion with operating loss of £60 million in Q1 2019.

Thomas Cook Global CEO Peter Fankhauser said it will make investment in further digitising sales channels and driving greater efficiencies across the business.