PHOTO: Inspirato residence in Vail, Colorado (Courtesy of Inspirato)
When you're a small business, you need all the feedback you can get.
That's why Inspirato with American Express, a Denver-based private vacation club that launched in 2011, wasn't hesitant to use Qualtrics' Site Intercept product to check the pulse of its members.
Inspirato, which offers members access to a variety of luxury vacation homes, experiences and VIP events across the world, started using Qualtrics' Site Intercept to send personalized post-trip surveys and provide targeted offers to members in mid-2011.
So far, the move has paid off for Inspirato.
"The core of what we do is build deep relationships," said Matthew Windt, Inspirato vice president of marketing. "It's all about the customer relationship with us."
He added, "We're a small company that recognizes that information is really important and vital to our success."
Site Intercept allows Inspirato to look at website visitors and determine what is most valuable to them. Through the product, Inspirato is able to view how much time visitors spent on the company's site, their geo-location, which webpages they visited on the site, and what electronic device they were using (smartphone or laptop, for example), among other things. Site Intercept also allows Inspirato to pinpoint visitors with over 20 behavioral, location and device-type variables via a simple drop-down menu.
With this knowledge, Inspirato has been able to send more specific surveys to visitors, which has given visitors the sense that the company is taking the time to get to know them, Windt said. In turn, surveys that are more specific to visitors have generally yielded higher completion rates, he added.
Windt said that Inspirato has used the information to change features on its website, give some of its vacation homes makeovers and improve its overall level of service to customers.
Identifying the geo-location of site visitors has also allowed the three-year-old company to send out targeted offers on a very specific level.
For example, Inspirato offered warm destinations to East Coast residents during the polar vortex. And considering Colorado is a prime winter sports destination, Inspirato has found it rather beneficial to offer ski vacations to travelers when the snow conditions are perfect…or gnar gnar…or whatever the kids call it these days.
Site Intercept also helps small businesses like Inspirato because it saves time and doesn't require a large staff. The product boasts a simple, clean interface that makes it easy to manage (Windt called it "friendly" and "intuitive") and it allows a small company to manage a large portfolio more fluidly (Inspirato's "Signature Collection" spans nearly 100 worldwide destinations).
"We feel we're able to gain the same type of research as a large enterprise," Windt said.
In an ever-demanding world composed of countless variables, that can be rather handy for a small business like Inspirato.
Just how helpful has Qualtrics' Site Intercept been for Inspirato?
"Without it, we'd kind of be flying blind," Windt said.
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