By Julian Goldsmith, 24 July 2007 16:27
NEWS
European specialist holiday group Holidaybreak has invested in a customer experience management system from Tealeaf for two of its websites.
The company, which recorded £304.5m revenues in fiscal 2006, is using the system to monitor customer activities on its Keycamp UK and Eurocamp UK sites.
These two points of presence account for 40 per cent of online bookings across the company's camping division, which itself accounts for roughly one-third of group sales and operating profits.
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The experience management system will be used to improve customer navigation throughout the sites, Holidaybreak camping division IT director Graham Sadler told silicon.com.
He said: "As with any holiday company, conversion rates are critical. With the new system, we can view every customer and see what they are doing. This will allow us to make improvements to the site based on detailed customer data. Additionally, no matter how good the site design is, problems always arise from-time-to-time.
"The experience management system allows us to reference customer behaviour. We can go in, see what they did and duplicate it. It's very time consuming to test properly when you can't see what the customer has done."
Only two sites are using the system but Sadler intends to roll it out to the rest of Holidaybreak's online channels in 2008.
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