What Reporting Has Shown Us Jenni McKienzie August 22, 2007

1. What Reporting Has Shown Us Jenni McKienzie August 22, 2007

2. Reporting Background • Some data goes directly from the IVR into a database where we use Business Objects to report on it • Other data is tracked through Genesys • Reports are all custom-built in-house • All reports are done by DNIS (which we often refer to as a campaign) • Our corporate travel campaigns are all about routing to the right agent, so most of what we look at is our leisure travel campaigns

3. Report Inventory • DNIS report • Available from the beginning • Call volumes • Menupick report • Available from the beginning • Menupick is a variable that is set at the point of transfer to tell us where to route to and what was happening in the call • Utterance report • Still in the works, but close • Tracks what people are saying at each menu, both the ultimate choice and the synonym recognized • Where callers end • Still in the works, but close • Will track where a caller is in the call flow when the call ends, trying to determine for hangups if they got what they wanted or hung up unhappy

4. DNIS Report Sample

5. Menupick Report Sample – Raw Data

6. Menupick Report Sample – Percentages

7. Initial Menu Rewrite • Moved away from leading with phone number prompt to offering the caller phone number or trip ID, but highly recommending trip ID. • Callers who gave a phone number then had to say where they were going and when for security reasons, which was proving problematic. • Before: To see what I have on file for you now, say or enter your phone number. (pause) You can also say one of the following: use my trip ID, shop for new reservations, make a new reservation, flight information, Travelocity Master Card, or gnome joke of the day. • After: The fastest way to look up current reservations is with your trip ID. So, say use my trip ID, use my phone number, or I don’t have a reservation yet. • Implemented on 1 of 4 IVRs on Travelocity branded campaigns for one week to do an A/B comparison.

8. Initial Menu Rewrite Findings • Transfers from problems stemming from giving the city and date after the telephone number dropped from 9.7% to 3.2%. • Customer championship transfers (which means we found their trip and they’re in the middle of it) went up from 7.9% to 9.9%. • Calls completed in the IVR actually went down by about 0.8%. Our best guess is that fewer people are getting upset to the point of hanging up. • All in all, if you take all the changes directly related to the change, we’ve seen a shift from problem related transfer reasons to correctly identified trip related ones of 6.2%.

9. Broader Findings We then implemented the change across all leisure campaigns. Before the change, one partner (who we’ll call Blue) had 33% of all calls for sales. After the change, it has been about 46%. Another campaign (Green) went from 30% to 41%. These were the only two campaigns to see this kind of shift. Travelocity VIP callers were saying “agent” at the initial menu or during the sign-in process 30% of the time. It dropped to 13%. This is the biggest shift of any campaign. They are now getting their tasks identified much better, allowing them to get to the right agent. Our Green partner callers were the worst about obediently giving us their phone number even when they didn’t have a trip booked. Their transfers due to problems trying to look up a trip by phone number have dropped from 17% of calls to 3%.

10. Reward Points Upgrade Our blue partner uses a reward points system. Many of their calls are for help in redeeming these points. They recently had a scheduled upgrade to this system that prevented customers from using that feature for a couple of days. We added messaging to the IVR and website. We saw a definite dip in sales calls and increase in calls ended in the IVR during the upgrade. Afterwards, there was higher than usual call volume, seeming to indicate people calling back to do what they couldn’t do over the weekend.

11. Sales Call Analysis – June 2007 • 23.8% of calls are for new reservations • It varies wildly by campaign • Have used this data to analyze IVR offerings and staffing

12. Existing Air Reservations • Recently added staff that is only trained in air reservations • Expanded Cancel, Change, and Service menupicks to include the product • For June 2007, 17.0% of calls resulted in menupicks of CancelAir, ChangeAir, or ServiceAir • Menupick report helps us forecast staffing for that agent group • It also shows us the potential value in adding functionality to the IVR around these types of requests

13. Adding CTI • Looking to add CTI to one of our call centers. But how many calls would benefit from this? • Looked at the menupick report to see how many calls were in the Service, Cancel, or Change categories since these are all calls where the trip was identified and could be passed to the agent. • We are using this data to help determine how many licenses are needed.

14. Happy/Sad Report Sample

15. Utterance Report • Initial menu has “shop for” and “make” new reservations, based on usability testing. What’s the usage for each? Is it warranted to keep them both? • Error prompt in trip lookup process is as follows: • OK then, to try again, say try a different phone number or use my trip ID. (small pause) You can also say shop for new reservations, make a new reservation, flight information, or agent if none of these are what you need. • Impression from call monitoring is that people tune out all these choices and jump on agent. Anecdotal evidence is dangerous. I need the data to back it up before I contemplate a change here.

16. Thank you! Jenni McKienzie jenni.mckienzie@travelocity.com 682.605.4069