Boykin Management Company Increases Florida Call Center Revenue; Tracks ROI on Marketing, Ad Spend
Ad Buy at 4 Properties; Company Uses Real-Time Voice-Caller Data Display to Increase Conversions, Capture Call Information for Outbound Sales
October 30, 2013 – Resort operators spend big money to drive business to their properties. They use print ads, online promotions and banners, email blasts and direct mail. Some of it works, but which campaigns? It is difficult to accurately measure which programs are effective and pay for themselves. The Holy Grail in marketing is knowing exactly how much revenue each online and offline campaign generates. If a company knew this, it could concentrate its ad budget on the most profitable channels and programs.
Boykin Management Company is doing exactly this with data from the central reservation system it uses for its Florida resorts.
Resorts know which ads work, cut back the rest
"We work with our reservation sales system provider, NAVIS, to assign a unique phone number to each marketing program. This enables us to track every call's origin, the number of calls a campaign generates, how many callers booked, and how much revenue is attributed to the campaign," said Ellis Etter, the regional sales and marketing director of Boykin Management Florida Resort Division. "All our Florida properties use it and it tracks to the penny the revenue of each ad buy. We know which ads and markets work for us. We cut back the rest. The system pays for itself every month." Access to caller information also contributes to higher conversions across Boykin's resorts. NAVIS is the leading reservation sales system provider for the resort, hotel, and vacation rental markets. Click here to learn more about NAVIS’ reservation sales system.
NAVIS reservation sales system increases conversions, shows data on promotions, caller history
Boykin uses the reservation sales system to optimize conversions and track ad results for its Pink Shell Beach Resort & Marina, the Sandpiper Gulf Resort, the Plaza Resort & Spa, and the Lighthouse Key Resort and Spa. Calls for all four resorts come into Boykin's central voice center at its Pink Shell property. Etter explained that Boykin's reservation agents have two screens on their desks; one to the PMS for reservation booking, and a second NAVIS screen that displays caller information. The NAVIS screen shows demographics on each call's origin, the property it is calling for, the promotion or program that generated the call, and any caller history based on past reservation or booking activity. All this information enables reservation agents to quickly develop a relationship with the caller and convert more inquiries.
Boykin also uses the system to record calls andmonitor recordings to improve reservation agent performance and verify that agents use best practices that increase conversions and collect valuable caller information. If a caller is turned-away, the reason is noted as well as the best time to follow up with an outbound sales call. The system also tracks calls that are not picked up and go to voice mail or to the NAVIS ResForce roll-over after-hours reservation call center.
Katja Kunz, Boykinregional revenue director, said, "Our reservation team knows who is calling and what program they are asking about before the agent picks up the call. During high call volume, unanswered calls go to voice mail. For these, we use NAVIS to run an 'abandoned call report' with the caller's information NAVIS gathers. We use these reports to call people back and ask if we can help them. This often results in booked business. In one month, this 'outbounding' resulted in about $50,000 in revenue for our Pink Shell property. We could not do this without NAVIS."
Kunz also runs KPI(Key Performance Indicator) reports that show how many calls Boykin's office receives and reviews YTD conversion comparisons by year and overall. "Our reservation team is goal oriented," she said. "We have reports that show our monthly goal achievement pace and we conduct reservation coaching sessions twice a month with each agent to keep performance high. We offer incentives for top acheivement and monitor outbound calls that are a major revenue source. The NAVIS reservation sales system is a valuable tool for us because the data it provides results in revenue growth for our properties."
Company (BMC), a leading hospitality management company located in Charlotte, North Carolina, is consistently recognized for excellence in delivering value-added lodging operations. Since 1958, BMC has been developing, managing, and operating hotels, resorts, condominium hotels, and conference centers. One of the original Marriott franchisees, BMC expanded to work with Hilton, Starwood, and Intercontinental Hotel Group, among others. BMC has managed more than 20,000 rooms in 18 states since its inception. For more information please go to www.boykin.com
NAVIS is a reservation sales and marketing systems company. NAVIS' voice, sales, CRM, database, and email marketing solutions increase bottom- line leisure revenue for resort, hotel, and vacation rental companies. NAVIS provides proven systems, services, database tools, and creates processes that enable clients to strengthen reservation sales and build marketing campaigns on accurate, real-time data. It uncovers previously hidden revenue sources and shows operators 100% of the revenue generated by every marketing campaign, not just online and social media bookings. NAVIS implements powerful outbound leisure sales strategies and accurately measures marketing ROI for each online and offline campaign. NAVIS captures guest and prospect data for future marketing campaigns and provides 24/7 reservation call center services to help operators increase occupancy and ADR, and close more leisure business.
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