Case Study: TUI boosts conversion and revenue with Medallia Digital Experience Analytics

TUI quantify customer experience to predict annual revenue growth of $30 million

TUI, the world's leading tourism group, faced the challenge of needing to move beyond traditional metrics like NPS to truly understand and quantify its customers' digital experience in order to improve conversion rates. Their goal was to find a scientific measure that could identify pain points and seamless journeys across their online booking funnel. To address this, TUI partnered with vendor Medallia Digital Experience Analytics and its product, the Digital Experience Score (DXS), to gain these deeper insights.

Medallia's solution involved implementing its DXS, an all-encompassing metric powered by data science, to quantify the online customer experience. A correlation study conducted with data science consultancy Station10 proved a strong positive link between DXS and conversion. The results showed that a DXS greater than 8.5 correlated with a over 90% probability of converting, and an improvement in DXS from 5 to 7 within key ranges could translate to over £20 million in annualized revenue for TUI.

TUI

Hirra Sulanki

Head of Analytics