Black Tomato award-winning website and Über System
The website we designed for Black Tomato, a luxury travel operator, won the Guardian and Observer award for Travel Website Of The Year and was nominated as one of Yahoo’s Finds Of The Year. The site was powered by an Über System incorporating bespoke enquiry capture and CRM modules.
Objective
Deliver a website that would move the Black Tomato brand forward, building on their emergence as a market leading premium tour operator, whilst also increasing the number of enquiries and sales generated through the site. The site needed to include a back-end that enabled Black Tomato staff to managage their sales enquiries and growing customer base.
Solution
A website showcasing every Black Tomato experience in great detail. Alongside the experiences themselves, we worked with Black Tomato to create a number of highly ownable features to further d
evelop the brand, including an innovative ‘Departure Board’ search facility, ‘The Amazing Face Race’ competition, Black Tomato TV and much more. The site included a full CMS and image library, enabling Black Tomato complete control over content.
The site included a bespoke Über System comprising of a CRM, an enquiry capture module, a currency exchange rate management tool, and a management-reporting suite. The Black Tomato Über System enables management to assign all incoming travel enquiries to their team of travel consultants and manage workloads. The system incorporated the ability for staff to view and update current enquiries, efficiently manage telephone enquiries, improve first-call handling and build up a profile of each of their client’s travel preferences. A management-reporting suite allowed Black Tomato to analyse sales conversions and individual team member workloads.
Success
The Black Tomato website achieved the following awards and recognition, including:
- Best Website at the Guardian and Observer Travel Awards
- Nominated as a Yahoo Find Of The Year
- Listed as one of Times Online’s top 50 travel websites (’everyone’s favourite top-breaks-with-ideas-and-style site’)
- Shortlist magazine featured the site, acclaiming the site’s ’innate sense of style of style and exuberance’
- 1,724 entries for The Amazing Face Race competition, where visitors were invited to upload a picture of a face from their travels
In addition, all of Black Tomato’s travel enquiries are now processed through their Über System. With a 360-degree view of clients, Black Tomato’s travel consultants are able to resolve issues quickly and reduce handling times. As a result internal processes for enquiry handling have been greatly improved.