TUI India is part of the TUI Group, a leading leisure, travel and tourism company. The TUI Group is headquartered in Germany. The company started operations in India in 2005, offering travel packages to help craft fulfilling holidays for everyone.
TUI India had already established offline stores in different parts of the country. The company had been using Salesforce to manage its customer interactions. They had a static online presence but did not have an online portal for interacting with customers and selling holiday packages on the Internet. There was also no Drupal Salesforce integration, i.e. no interaction between the website and Salesforce. Customer interactions were therefore never captured.
The main business requirements of TUI India were to revamp the website so that online transactions could be integrated with Salesforce, and holiday packages could be sold seamlessly online.
Srijan had previously worked on other projects with the product owner at TUI India, who was impressed with its technical capabilities, adherence to deadlines and strong focus on lean thinking and agile processes.
TUI India approached Srijan with its business challenges. Srijan provided a digital solution to help TUI interact with online customers, and to allow online customer transactions to be integrated with Salesforce.
Business and Technical Challenges
TUI India has a separate team that handles Salesforce. Moreover, the different packages provided by TUI are handled by different call centres. Any enquiry or potential sale of a package is therefore routed to the respective call centre. As there was no capture of online information, online business became difficult. There was no tracking of online enquiries and feedback. TUI India also was unaware of the pages customers visited or the links they clicked.
TUI has different marketing campaigns: a Facebook campaign, an email campaign and a Google campaign. The results of these campaigns were not captured and integrated in Salesforce, making them less effective than they could have been. TUI was unable to measure the success of these campaigns as well.
The technical challenge was that TUI India was not happy with the loading time of the AJAX pop-up forms. To address this, Srijan had to redesign the module to optimise performance.
Srijan developed functionality for TUI India that allows customer queries and searches to be tracked on the Drupal website. These could be integrated with Salesforce too.
TUI India has different packages, like domestic holidays and international destinations. They have theme-based packages and campaign-based packages. Different holiday packages are handled by different call centres. Srijan built functionality so that customers could choose a particular package from the website, and the transaction would get routed to the appropriate call centre and thus be recorded in Salesforce. Some of the packages could be bought online. Srijan built application logic to distinguish between these packages, and redirect the customer to the right call centre.
The website was integrated with Salesforce so that every transaction and enquiry on the different marketing campaigns could be tracked in Salesforce. It became possible for every user action to be tracked using the website and recorded using the Salesforce integration. TUI could find out which page a customer had visited, which package they had enquired about or which campaign they had used. This gave TUI access to a lot of information, allowing them to make better business decisions. TUI India's analytics data improved due to this tracking feature. The company could now track hits, enquiries and actual sales, and analyse different parameters, such as number of hits, packages in demand, etc, to find out how successful the business actually was.
The application has been live for the last 10 months and TUI India has derived multiple benefits. These include:
- Improved tracking of performance data: Srijan's solution enables the company to track all transactions on the website. The pages visited, links clicked, enquiries, feedback, packages selected can be tracked. This helps TUI India measure its performance and the level of customer satisfaction, as well as manage offerings and marketing campaigns better.
- Flexibility to create custom rules: Srijan has set up multiple rules for TUI IndIa. Depending on the package that they have enquired about, the customer is routed to the appropriate call centre. Additionally, some packages can be bought offline only; in case a customer shows interest in one of these, they are routed to the call centre handling these requests.
- Reduced costs and effort: TUI India has several marketing campaigns and each of these has a separate website and server. All of these campaigns have been integrated in Salesforce with Srijan's solution. Now, TUI only has to manage one server, instead of multiple websites and servers.
- Better management of enquiries: JustDial queries are being integrated with Salesforce using the website. Whenever there is an enquiry in Justdial for TUI, JustDial sends the request details to TUI India, and this can be tracked on both the website and Salesforce. TUI India has also integrated Livechat, and enquiries there can also be tracked on Salesforce as well as the TUI website.
Other than Drupal Salesforce Integration, Srijan also helped TUI with Drupal website development with upgraded UX and multiple functionalities and integrations which improved customer experience and simplified lead capturing.