The Challenge
Inghams Travel Group wanted to become customer-centric across their ski, Lapland, and walking holiday brands. But departmental silos and manual processes stood in the way.
"Everything's kind of done in silos, not purposefully, it's just the way that it is," explained Gemma Harrison, Head of Customer Experience.
The Situation When we Started:
- Multiple teams collecting feedback in silos across different programmes
- Manual analysis consuming strategic resources: "mind-numbing for the person doing it and open to bias, open to error, open to mistakes"
- Inconsistent categorisation making trend analysis unreliable
- Critical windows missed: "With thousands of customers over six weeks giving us thousands of lines of commentary," manual analysis meant missing the entire operational window for Santa's Lapland season
The strategic opportunity came with DerTour Group's acquisition. Leadership needed unified customer intelligence across brands, and Gemma saw the chance to position herself as the strategic leader driving transformation.
The Approach
Inghams partnered with Wordnerds to create a single source of truth for customer feedback across all holiday programmes.
What made the difference:
"From day one it just felt like Wordnerds got what our problem was and wanted to help us... we wanted to be working with someone that wanted to go into a partnership with us."
The partnership eliminated silos, built competitive intelligence through automated review analysis, and proved value with their actual data rather than generic examples.
The Results
🔥 From Operational Processing to Strategic Leadership
Gemma positioned as a strategic CX leader within DerTour Group
🔥 From Silos to Single Source
Cross-brand intelligence enabling strategic decisions across multiple holiday programmes
🔥 From Bias to Precision
"Knowing now that there isn't any human bias, there's not going to be human mistakes in there. I think that's quite a game changer"
🔥 From Reactive to Real-time
Seasonal optimisation within critical 6-week business windows instead of waiting another year
Cultural Impact
✅ Team liberation
"People absolutely aren't worried about that's what they used to do. They're like, thank God I don't have to do that anymore. I can actually use what's being said and spend more time on developing propositions and developing future strategies"
✅ Competitive edge
"Having the ability to scrape and analyse competitor reviews... we would have never had the time or capacity to break that down"
✅ Scalable platform
Ready for group expansion across new technologies and feedback channels
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