Accelerating digital sales

We found that Zoover performed strongly on ‘Purpose driven’ and ‘Customer first’, with its complete business focused on continuously adapting to changing customer expectations. Around ‘Talent focus’, Zoover was actively running a program to improve the quality and fit of its employees. The biggest improvement opportunity was ‘Digital operational excellence’, specifically in the area of marketing & sales.

• Monday early morning: Business Intelligence ensured all teams had up-to-date dashboards with last week’s results;
• Morning late morning: Each team discussed & analyzed performance, remarkable results, and unexpected events. Team leads shared key insights, implications, and (overarching) decisions/ actions with their Commercial MT member;
• Monday afternoon: Commercial MT discussed results, insights, and potential overarching or additional decisions/ actions that 1) were executed by the team in the regular operation or 2) were put on the PMO ‘backlog’ as potential future projects.

Head of Online Marketing & Business Intelligence (a.i.): As it took time to find a suitable candidate, we took on this role and gave shape to this part of the organization. For example, we installed data-driven decision making by implementing the right dashboards, based on which we rebuilt the campaign library (what campaigns to scale, what campaigns to stop, what campaign ideas to test), directly resulting in a lower cost per acquisition. We were also a driving factor in the recruitment of business intelligence talent (e.g., writing profiles, conducting interviews).

New pricing strategy: To accelerate sales and increase margins, we had to develop a new pricing model for Zoover’s key business customers (accommodation providers) that aligned incentives. After the design, we facilitated negotiations with Zoover’s customers, and implemented the new model. Switching to the new pricing model directly improved Zoover’s profitability in its key customer segments.