how travel companies can improve mobile advertising & call center performance

How Travel Companies Can Improve Mobile Advertising & Call Center PerformanceSeptember 24th, 2013

John Busby, SVP Marchex Institute

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You May Have Heard Of These Guys

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Can You Believe This?!

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3 Million Americans Work in Call Centers

Workers at Starbucks Workers at Contact Centers

149K

3M

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55%

“Online to Offline” is Massive, & Way Bigger Than E-Commerce

Source: Forrester Research

2011 2012 2013 2014 2015 2016

Online-to-Offline

Pure Offline

Pure Online

of shoppers use smartphones to find stores 40%

of retail sales are ‘research online, buy offline’ ($1T)

50% Growth

<10% Growth

327

1,812

1,660

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And There Are Call Center Rumblings in Travel…

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62%of consumers call a business from a local search, the most over other outcomes

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Source: Google, 2011

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In 2016, Mobile Search Will Produce 70 Billion Consumer to Business Phone Calls

Source: BIA/Kelsey (2012)

2010 2011 2012 2013 2014 2015 20160

10000

20000

30000

40000

50000

60000

70000

Calls generated from desk-top search

Calls from mobile search

Internet Call Volumes by Channel

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And A Phone Call Is Natural In Travel

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What Do Travelers Want To Talk About?

Source: Marchex Data 2013

Consumers need “local questions” answered

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6 Ways That Travel Marketers Can Improve Performance In Mobile

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1. Equip Agents With Localized Information

30% of callers preferred to talk to the hotel first for local information

Source: Marchex Data 2013

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2. Recognize Phone Number & Loyalty Info

Source: Marchex Data 2013

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Three Recommendations

Source: Marchex Data 2013

Allow a consumer to enter their loyalty information over the phone, and/or confirm their information through the phone number they are calling from.

If you don’t have a consumer’s phone number, ask them to provide it so you can look up their reservation in the event they make a call to change it.

Notify consumers about how long they will be on hold, and provide them a call back option when a representative becomes available.

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3. Use A Phone Number (Click-to-Call) In Mobile

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4. Use Unique Tracking Numbers for Each Tactic

Source: Marchex Data 2013

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There are Four Types of Calls From Search Ads

Source: Marchex Data 2013

26%

2%

30%

42% Sales CallsRobocalls & SpamMisdialsCustomer Service

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To Each property Website

From Print Ads

And, of course, from mobile phones

4. Use Unique Tracking Numbers for Each Tactic

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5. Control The Call Experience with IVRs

Press 2 to confirm or change your reservation, or to make a new one.

Thank you for calling the Springfield Inn… press 1 to get directions or to ask for the hotel shuttle.

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6. Take Advantage of New Ways to Measure Phone Calls

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21%

30%24%

10%

12%

$25K to $50K$50K to $75K

$75K to $100K

> $100K

2

3

< $25K

1

Over Index By Household Under Index By Household

Most likely to engage with call advertising

Sources: Marchex*January 1st - September 11th : 4649 billable calls analyzed

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Marchex is Mobile Advertising & Technology Company

=

Patents Granted and Pending

21Customerscale

+100K +$130MAnnual Call Revenue

100MsAnnual Call Scale

Total People / Engineering

400 / 50%

CALLS