How TUI Reduced Contact Rates by 7% Using Customer Support Insights

Tuesday, June 17, 3–4pm BST | 10–11am EST
Hosted by EdgeTier & TUI

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If your teams are drowning in tickets but flying blind on root causes, you’re not alone. Many contact centres face the same problem: lots of data, little visibility. Manually digging through conversations is slow, reactive, and doesn’t scale.

Travel giant TUI takes over one million customers on holiday each year. With that scale comes over 100,000 customer contacts per week—and a growing challenge: understanding what’s driving those contacts.

Like many support teams, TUI had gut feelings about why customers were reaching out, but no concrete data to confirm or prioritise. They needed a scalable way to uncover root causes and act fast.

Manual analysis couldn’t keep up. And while support agents were sitting on a goldmine of insights, that data rarely made it beyond the contact centre.

So, TUI changed approach. The result? A drop in total contact rates, a reduction in a key contact drivers, fewer repeat issues, and smarter decisions across product, digital, and operations.

“If you don’t know why customers are contacting you, you do things with gut feel. And as much as that can be a strategy, it’s not a long-term plan. We’ve got to really understand what problems arise—and if we know that, we can focus investment in the right places.”

— Continuous Improvement Team, TUI

What You’ll Learn:

• The key problems TUI faced: limited visibility, manual effort, and siloed insights
  
• How they used AI to analyse 100% of customer conversations—automatically
  
• How support insights now shape decision-making across the wider business
  
• The steps TUI took to reduce a key contact drivers, and overall contact rates.
  
• What to prioritise if you want to shift from reactive support to proactive strategy
  
  

Speakers:

• Shane Lynn CEO & Co-Founder, EdgeTier
• Jack Orbell, Continuous Improvement, TUI

Whether you’re leading a contact centre or looking to make smarter, faster business decisions using the Voice of the Customer—this session is for you.