What is the Thomas Cook Listening Lab?
The Thomas Cook Listening Lab is a monitoring facility with specially trained staff that overseas Thomas Cook’s 60+ global brands in real time. The set up consists of 6 monitors, specially designed computers, a video conferencing system to get in touch with regional Thomas Cook marketing teams. Four more desktop systems are used to aid social engagement with customers.
Why do Thomas Cook need all this data?
Jonathan Roberts, Global Head of Social Media for Thomas Cook Group plc:
Being proactive and having to monitor thousands of social mentions a day can be difficult and time consuming, but with the Thomas Cook Listening Lab, coupled with social media listing experts, we are able to see and resolve social concerns with our social media customer care team.
Thomas Cook CEO Harriet Green:
Our Thomas Cook Listening Lab will allow us to better position Thomas Cook as the leading travel authority by listening and monitoring customer sentiment, enabling us to discovering useful and valued information about our customers. The Listening Lab will further help our customer services team to better engage with our customers in active dialogues, and provide relevant, fresh and valuable content to key audiences.