Case Study: James Villa Holidays tracks £6 million in contact-centre revenue with ResponseTap

James Villa Holidays tracks £6 million of sales values, with ResponseTap

James Villa Holidays, a UK villa tour operator whose contact center generates about 35% of revenue, lacked visibility into what drove inbound calls and therefore couldn’t accurately optimize campaigns or track outcomes. This blind spot meant significant phone sales were untracked and marketing performance was uncertain.

In 2017 they deployed ResponseTap call tracking, gaining channel-level attribution and post-call IVR data that has attributed nearly £6 million of phone revenue to date. The solution integrates with their existing tech stack, including Adobe Analytics, giving the team clear insights to optimize campaigns and make smarter business decisions.

James Villa Holidays

Martyn Ansell

Head of Digital Marketing & Ecommerce