80 Days to redesign selling process 17% increase in Sales Conversion with 90 days 26% increase in holiday booking experience

Make booking as exciting as the holiday itself

As part of Australasia’s largest independent travel company, Hoot Holiday provides relaxing vacations for thousands of people every year.

Hoot came to us with an exciting proposal. How could we work together to make the booking process for those holidays as rewarding and relaxing as the holidays themselves?

Hoot’s greatest strength was its staff members and their commitment to exciting their customers, and they needed a cohesive set of customer experience principles that would help them support their staff to excite their customers, provide added value and see the journey through beyond just the booking.

To find the best way to empower, motivate and support Hoot’s staff, we knew we’d have to walk the proverbial mile in their shoes, defining the current customer journey and improving it step by step.

Email challenge outcomes Customer experience assessment outcomes

Doing it With You, Not to You

We work hand in hand with our customers, building trust by placing them at the centre of every decision. We know our clients are experts in their field and that it always pays to listen to an expert.

That’s why we started overcoming this challenge by sitting down with key stakeholders and travel consultants to absorb their insights and build a more in-depth and more cohesive picture of current experience from their perspective.

Hoot Holidays Ideal flow

Illuminating the Customer Journey

Having connected with Hoot’s staff to help define the challenges to be overcome, we conducted in-depth customer-led research to build out the current customer journey. All our design-led services are based on moments of truth provided by the customer.

Through immersive walkthroughs, net promoter research, customer interviews, call jacking, email analysis and a range of other research techniques, we were able to experience for ourselves the emotions and context of the service experience from both a customer and staff point of view.

Turning these moments of truth into a current customer journey provided a vivid and visual map of the experience of Hoot’s Call Centre staff, touchpoint by touchpoint.

This visual representation of the actions, thoughts and feelings of customer and consultants as they moved through the Hoot experience was vital in allowing us and other key stakeholders to step into the shoes of their travel consultants.

Illuminating this often-overlooked perspective is vital in building empathy with how your staff and customers interact.

Hoot holidays sunset illuminating the customer journey Hoot holidays latest advice on the website

Building a Customer-Centric Culture from the Ground Up

With the current customer journey mapped out, we moved through it, touchpoint by touchpoint, turning pain points into opportunities for improvement and innovation. Working with Hoot, we developed 8 CX Principles that would allow staff to deliver a consistent, ideal experience for their customers.

These principles would also put the customer’s needs at the heart of the decision-making process, enabling management to make decisions with confidence and turn customer knowledge into growth.

Through an entirely new set of sales scripts, videos, prompts, and training, we re-engineered a system that could be used to excite their clients by providing added value across their whole journey.

To make sure this new process was the ideal fit for Hoot staff, we broke down the sales process, step by step and validated with Hoot’s premier agents before testing it with real clients to ensure it worked perfectly.

Moving from the current to the future, we mapped out the ideal of a four-month journey, from enquiry to planning, to booking and through the actual holiday and the aftercare contact to make sure the customer was genuinely delighted.

We created new, highly visual email templates that emphasised the journey, rather than just the sale, using customer-centric language to build excitement about their holiday and highlight the support Hoot was able to provide.

Customer centric conversation

Turning Knowing More into
Growing More

To create a customer experience that consistently delivered the basics so brilliantly that their customers want to make them an ongoing part of their holiday planning, Hoot needed a structure that would create internal alignment around focussing on the whole customer journey, not just the sale.

By conducting rigorous, customer-led research and embracing the complexity that everyone else shies away from, we were able to develop a set of solutions that mobilised Hoot staff to deliver an exciting and rewarding customer experience for their customers.

We created absolutely clarity on what Hoot’s customers needed, giving them the confidence to implement a framework that inspired and ignited a shift within the organisation towards a more customer-centric culture and ensured consistency in thinking and approach organisation-wide.

Redesigned Hoot itinerary

"Proto's forensic approach to research brought about much deeper understanding of our consultant and customer behaviour drivers and interactions. It identified previously undiscovered opportunities for improvements in or customer journey, our sales process and ultimately our business."

Jodi Banbury, Marketing Director at House of Travel

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“Working with Proto was a leap of faith, but they have become a major strategic partner in our CX evolution. The work they've developed and the way we've been able to embed it in the organisation has been absolutely phenomenal, and we're getting the outcomes we want.”

Felicity Clark
Felicity Clark Customer Experience Manager

Creating empathy to deliver outstanding results


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Michael Storey
Michael Storey Manager of Customer Research and Strategy at Sydney Water

Halving your customer churn


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Felicity Rowcliff Dean Customer Centred Design Manager

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Matthew Liebmann
Matthew Liebmann Former Chief Operating Officer

Enabling customer-centric design


“Over the last 18 months, we've constantly referred to the work Proto did for us when designing and developing all the improvements to the app we're making. We've found their work to be highly valuable and has resulted in significant improvements to the MyOptus App that, without their insight wouldn't have been possible.”

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Sharon Nanetti Optimal Care Program Director

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“Proto's in-depth customer research helped us to uncover underlying customer needs that wouldn't have been possible without an 'outside-in' approach. The team identified the core customer problems and provided actionable insights that enabled us to remove key areas of customer friction and frustration and redesign a credit card experience like no other.”

Christian Johansson
Christian Johansson Head of Marketing, Customer Finance

Achieving a 20 point increase in NPS


“I have worked with Damian and the team at Proto for several years. In this time, they have worked collaboratively with us to build a roadmap of strategic 'outside-in' initiatives that ultimately resulted in a 20 point increase in NPS. They imparted a great deal of CX knowledge, approaches and tools that have been invaluable to the team and the business.”

Amanda O'Donnell
Amanda O'Donnell Head of Customer Experience

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“Proto revealed and captured a ton of insights, putting Gumtree in a position where we can take our experience from good to great!”

Coen Horrevoets
Coen Horrevoets Head of Product

Award-winning customer experiences


“We won the AFR Smart Investor SMILES award for Best Online Broker. This award is based on customer voting and I believe this was as a result of a clearer focus on our existing clients which you helped us to understand.”

Arni Selvarajah
Arnie Selvarajah Chief Executive Officer

Design that reduces cost to serve


“The Proto team demonstrated flexibility in their approach which made such a refreshing change. They took the time to coach and mentor each of us in a highly creative and energetic environment. Furthernore, they helped us exceed our customer satisfaction targets, all whilst stripping out in excess of 20% of our service costs in under 12 months. Proto helped us to stay focussed on the customer which enabled us to win in the market.”

Matthew Anderson
Matthew Anderson Chief Operating Officer

Service innovation at scale


“We worked with Proto on an exciting & unprecedented challenge at Optus, to design the customer experience of the future. Damian & the team had high energy & together we operated as 'one team'. Proto worked hand in hand with us to bring the internal team up to speed, & also brought in global experts to work with us to take our deliverables to another level of quality & innovation.”

Dan Sunderland
Dan Sunderland Director of Customer Experience Strategy and Planning

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“Proto developed a membership strategy that addressed points of friction along our members journey, identified opportunities to improve and clarified the types of engagement that our members needed at the different stages in their career. We were impressed with the depth of insight that Proto were able to bring to the project - as well as the energy and ideas that they helped to generate.”

Sarah Thompson
Sarah Prescott-Thompson General Manager Shared Services

A partnership for CX


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Customer Experience Specialist

Unique Product Innovation


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Anthony Justice
Anthony Jusitce CEO

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