Case Study: TUI achieves real-time multichannel customer insights and improved conversions with Mopinion

How TUI leverages a multichannel digital feedback solution

TUI, a leading travel organisation operating across tui.nl, retail agencies and a contact centre, needed better insight into its customers’ online journeys. Their previous embedded survey was rarely used and focused on technical issues, so the Digital Channels and Customer Experience team sought a structured, multichannel feedback programme and a company-wide metric (NPS) to understand why visitors frequently researched repeatedly and dropped out at specific funnel steps.

TUI implemented Mopinion’s multichannel feedback solution — behaviour-triggered forms, page-wide feedback buttons and real-time dashboards covering web and contact-centre touchpoints. Within three months Mopinion revealed issues that had been missed, improved internal awareness of customer behaviour, and delivered actionable insights to optimise funnels, boost conversions and reduce unnecessary contact-centre calls; it also flagged post-booking detractors to target for recovery.

TUI

Rosa Diederen

Digital Product Owner