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Delta Vacations - Sales Performance Management Solution

 

Gold Stevie Award Winner 2019, Click to Enter The 2020 Stevie® Awards for Sales & Customer Service

Company: Delta Vacations, Minot, ND
Company Description: Delta Vacations is a wholly-owned subsidiary of Delta Air Lines and one of the largest providers of vacation packages in the United States. Delta Vacations has been in the vacation business for more than 45 years and offers travelers convenient, one-stop shopping for custom-designed vacation packages to more than 300 of the world’s top leisure destinations.
Nomination Category: New Product & Service Awards Categories
Nomination Sub Category: Sales Performance Management Solution - New

Nomination Title: Driving performance by focusing on the right metrics

Tell the story about this nominated product or service (up to 650 words). Describe its function, features, benefits, and sales to date. REDACTED FOR PUBLICATION

Delta Vacations award-winning Customer Engagement Center (CEC) in Minot, ND employs over 370 employees. The CEC employees are dedicated to providing outstanding sales and customer service support.

In 2018, the CEC launched a new web-based application and reporting system. It was created to drive performance of front-line employees by providing user-friendly tools and meaningful, easy to understand statistics.

The Atlas Dashboard

Designed and developed in-house by a two-person business analysis unit within the CEC, the Atlas Dashboard is a tile-based application that allows us to show employees a clear picture of individual performance. Each employee dashboard displays no more than four metrics of main focus. The intent of this decision was to emphasize the metrics that the business deemed most important.

High-level information is displayed on the dashboard, with the system using a drill-down concept to showcase additional information. Simply by clicking individual tiles, employees can find additional details related to that specific performance metric. This helps an employee focus on the primary goal and still have all of the information available to them, without potentially overwhelming them with data.

Color is used to leverage contrast and draw the user to areas of importance. Each metric is boldly colored, using a specific color based on performance. Individuals are ranked amongst their peers with metrics colored according to these rankings. Green signifies the employee is ranked in the top tertile, yellow in the middle, and red in the bottom.

Sales Performance

The CEC is able to make all necessary adjustments and move the needle to drive performance while keeping up with changes to our business.

One of the biggest gains has been the peer-to-peer ranking, which has resulted in increased performance. In the six months following the dashboard launch, we have achieved the following:

  • Sales Close Rate increased by 5.7%
  • Revenue per booking increased by 6.5%

These improvements have resulted in a year-over-year revenue increase of 23%.

Getting the call to the right person

Using the dashboard employees select which call routing option they prefer on a daily basis.

This change has resulted in improved close rates, decreased handle time and decreased our average speed of answer:

  • Revenue per sales call increased by more than 12%
  • Exceeded average speed of answer goal each month
  • Decreased YOY availability by 60%

Customer Experience is Paramount

The dashboard has helped drive improvements in the CEC’s customer service results. Delta Vacations utilizes a post-call survey that allows customers to rate every interaction with CEC employees. Individual results and Net Promotor Scores (NPS) are then displayed on each employee’s dashboard. Within two months of the dashboard launch:

  • Post-call survey take-up rate increased.
  • Associate NPS increased by 3 points.

Our NPS scores are not just a matter of points, but are a predictor of revenue growth for our business.

By developing our own in-house sales performance management system, we have utilized technology to empower and motivate our employees; giving them control over their performance, which in turn has increased sales results. This approach, combined with the positive results for both employees and customers, sets Delta Vacations apart and demonstrates one of the ways in which we are continuing to re-write the rules for call center management.