Adding TRACK PULSE and lead management strategy leads to $1.7 Million in incremental revenues.

  • Location Anna Maria Island, Florida, USA
  • Type Vacation Rental
  • Units 227
  • Products TRACK PULSE, TRACK CRM
  • Reservation Agents 5
  • Revenue Added $1.7 Million
  • ROI 85 to 1

To compete for bookings in a competitive market, Anna Maria Vacations had to innovate.

Anna Maria Island is a barrier island on the coast of Manatee County, Florida, and is just 7 miles long. The area is known for its laid-back atmosphere and beautiful white sandy beaches. Anna Maria Vacations is a unique vacation rental company specializing in the finest luxury home and condo rentals in the region and has been hosting guests as a full-service agency for more than 10 years.

With over 200 available homes and condos to rent, Anna Maria Vacations is a leading property manager for Anna Maria Island, Bradenton Beach and Holmes Beach. They keep staff available in the reservations department from 9 am to 9 pm, 7 days a week.

The Challenge

Anna Maria Vacations receives over 20,000 calls annually and has a small staff of 5-7 agents taking these calls depending on seasonality. The types of calls range from booking inquiries to guest services calls, owners inquiries to vendor calls. With no system in place to accurately track and measure how many reservations calls the reservation team was receiving, they could not accurately assess their closing rates and had little idea of how many bookings and much revenue they were potentially losing out on. They also needed a way to track Agent performance and measure guest satisfaction, as well as a better way to understand when they should staff agents based on call volume. Lastly, they wanted to be able to track ROI back to marketing campaigns online for more transparency into the best performing ads.

“Prior to TRACK we didn’t really know who our customers were”

The Solution

TNS developed a plan to implement TRACK PULSE Contact Center into the reservation department at Anna Maria Vacations. Since Anna Maria Vacations had never previously implemented a call tracking and lead management system, TRACK provided a dedicated customer success manager focused on helping the team quickly get up to speed.

The Anna Maria team implemented unique call tracking numbers on marketing campaigns setup across the web and adjusted their menu to properly route calls to the right agents at the right time. Using the initial reporting tools in the push roll-up report, the data showed over 40% of all inbound calls were reservations related, closing rates were good, however, the team needed to learn how to save leads and set follow up calls. With great internal leadership, the team quickly adopted the best practices for lead capture and follow-up and started to generate outbound sales.

Within the first 12 months, Anna Maria Vacations used TRACK so effectively, they were able to capture leads and generate outbound sales via follow up emailing and calling north of $1.7 Million, a number the team believes would not have happened if it were not for their decision to implement the TRACK PULSE system. We were extremely excited for the success Anna Maria Vacations had and are looking forward to continued success in the future!

Call Tracking
Call Recording
Smart Call Routing
Agent Conversion Tracking
Lead Management System
PMS Data Sync
Dedicated Customer Success
Call Center Reporting Module

“TRACK has had a huge impact on employee productivity”

The End Result

The end result of implementing TRACK Pulse contact center into the Anna Maria Vacations reservation team was impressive.

Over 10,000 contacts added, increase agent efficiency and over $1.7 Million in incremental bookings. Increased conversion rates, decreased abandonment rates, increased guest satisfaction, and all-around improvement in the reservation department led to a record year for Anna Maria Vacations.

“We generated over $1.7 Million in outbound revenue. We would not have done that without TRACK.”

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