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TUI case study

The Client

With more than 6 million customers in the UK and Ireland, TUI is one of the largest holiday providers in the world. Their vision is to enable their customers to experience the world's diversity, explore and discover foreign countries and create unforgettable moments.


The Challenge

The tourism industry was severely impacted by the Covid-19 pandemic. With travel rules changing continuously, flights and holidays cancelled, TUI faced an unprecedented increase in call volumes, which resulted in high abandonment rates, and negatively impacted customer satisfaction.

Our Task

  • Reduce abandonment rates
  • Improve CSAT scores
  • Reduce internal transfers
  • Re-design and update the caller journey with a focus on creativity.

"The team at Premier CX worked with us to design a journey that reflects our brand values and gives our customers a simplified, personalised, experience. Abandonment rates dropped by over 10% while CSAT scores increased by 2%."

The Solution

We began by completing a thorough audit and mapping of the existing caller journey, which we used to identify the key areas of focus. 

Through workshops with key stakeholders (including the brand team) we established a clear timeframe and plan of action to improve the customer experience whilst meeting the objectives above.

We re-designed the caller journey, streamlining the call flows to reflect agent skill sets and refreshed the language to ensure options were clear and easy to understand, meaning customers were able to reach the right teams, reducing internal transfers and improving FCR rates.

To improve customer engagement, and increase awareness of new products, we introduced more creativity into the caller journey, using a selection of brand-approved, music tracks.

The Results

  • Abandonment rates dropped by more than 10%
  • Time spent in IVR reduced by 30%
  • CSAT Scores increased by 2%.

“Here at TUI, we’ve had a strong relationship with Premier CX for several years which has been vital in enabling us to adapt to change and update our customers at a moment’s notice.

Our relationship with Premier proved invaluable during the Pandemic when we relied on our account managers and creative assistants to offer insight and produce high quality, bespoke messaging to keep our customers fully informed during the ever-changing climate.

Recently, when the main pandemic related restrictions had been lifted, Premier came to us with some ideas to help reshape our telephone messaging infrastructure. Premier provided us with a comprehensive consultancy and collaborated with us to design a tailored system which provides our customers with the personal touch we all look for when booking a getaway.”

Neil Madden
Resource Planning Manager, TUI