Implementing online booking with outstanding results
Biogen Idec has succeeded in driving travellers to use of its first online booking tool, going from zero to 82% uptake in 23 months.
CWT assisted implement the new system when global leaders announce that the UK division of the global biotechnology company must adopt online booking.
Willingness to succeed
Karen Carter, Biogen’s senior manager, facilities said: “You have to get people on side and get their commitment to do something because they want to rather than because they have to. That’s why I worked closely with CWT from the outset to ensure that the tool would work in a way that suited our travellers.”
The three keys to the project’s success was thorough preparation before the online system went live werecustomising, testingandtraining.
CWT recommended Amadeus E Travel as the ideal online booking tool (OBT) for Biogen due to itssimplicity and low cost.
The customised tool was piloted for several months before going live. User testingwith some of the travel bookers provided valuable feedback to customise the tool even further before it was rolled out.
“We marketed the tool as something that would be beneficial and user feedback has been good,” Karen explained.
CWT’s implementation process included training the first batch of users in a classroom-style setting at Biogen’s premises. Then Karen became the trainer for the rest of the travellers.
If there are issues that Karen cannot resolve herself, she simply refers travellers to experts on the CWT Online Helpdesk.
CWT programme manager Rob Coomer said: “Karen has done an amazing job in driving online adoption.82% would be considered very good in an environment where OBT use is mandatory. For this to happen in an environment where it isn’t mandated makes it an excellent outcome.”
Theexceptionally high adoption ratehas resulted in acost savings that weren’t anticipated. Calls and emails to CWT travel consultants have reduced dramatically so travel agency costs have halved as a result.
“It’s great when a client takes ownership of a project like this. Biogen made good use of theoutstanding customisation workthat CWT can do to hone an OBT, and took full advantage of our training,” said Rob.