Case Studies

Case Study: Structuring Data and Securing Sales

Fidra Analytics secures more sales for a leading Golf Travel company by structuring their data within an AI-powered RAG system.

Problem Statement

Your Golf Travel (YGT) is one of the world’s largest and growing golf travel businesses, offering package golf holidays to over 3500 destinations across the globe. They began experiencing an all too common problem – as businesses grow and their data accumulates, good data-management often becomes challenging. Unstructured data stores make it difficult for teams (in this case sales agents) to get the information a customer needs in an efficient manner.

When a customer rang, sales agents were effective at answering their queries if they possessed the knowledge of that certain hotel or golf course. However, they would often have to do some further research before getting back to the customer on a follow up call.

YGT sought to increase revenue by securing sales during that crucial moment of initial customer interest. Fidra Analytics were brought in to prove if internal YGT data could be structured better, and whether an AI ‘chatbot’ could help sales agents answer customer queries quicker.

Our Approach

YGT had a clear vision: to structure their data, automate the update process, and give sales agents a tool that better assists them during customer calls.

The Discovery Session is always the first step in our process. We got laser-focused on the problem YGT wanted to solve using AI and data management, ensuring we all understood the value that the solution could add.
We examined the feasibility of the use case and worked to understand their current data and set up. We outlined the goal for the Proof of Concept (POC), which we then built during our Fidra Analytics Accelerator work package.

The final stage of this is always testing and evaluation.

Technical Overview

Development

Before
YGT sales agents had multiple sources of unstructured data, including Google Drive documents, MS presentations, PDF’s, and a clever use of Google map annotations of all locations. Clever; but time consuming to search and manual to maintain.

After
The data is structured and maintained automatically via an internal YGT wiki.
We added extra data sources like hotel websites, Google Reviews, and flight data. This provides even more helpful info for the sales agents. The RAG Framework makes all that data searchable.

Here’s how it works:

Step 1: Sales Agent Queries.
Sales Agents can either search for locations via the Google map integration or ask questions via the chatbot.

Step 2: RAG Framework.
Step 1 – Information Retrieval.
The system scans the internal YGT wiki, retrieving all relevant info across all data sources.

Step 2 – Prompt Generation.
The system combines…
• the original employee question or map search;
• the relevant info from step 1;
• and ‘Company Context’ – YGT specifics, which ensures the AI answers are tailored to them.
Together, these three form the Prompt.

Step 3 – The Large Language Model.
The Prompt is sent to an LLM, which uses Natural Language Processing to generate helpful, clear, and syntactically correct responses.

Step 3: System Output.
The system creates an AI generated response, containing all relevant info on that location from all data sources. It is promptly provided to the sales agent.

System Integration

Having worked closely with YGT throughout the process, the POC fits seamlessly within their existing system of working. Of course, the sales agents can still use their internal Google Map to search for golf courses or hotels. Now, though, the AI chat interface provides all the information on that particular location – no manual search required. Instead, sales agents can ask customer queries directly to the AI chatbot and get an instant answer.

Data Organisation

The completed POC offers a solution to YGT’s data management. Additionally, a wiki based interface was developed alongside the existing Google Map implementation to ensure data is available in a central location; and a process for both automated and manual data updates was put in place. Further enhancement could include incorporating additional data sources – bringing even more value to YGT sales agents and the customers.

Adding Value with AI

Increasing Efficiency – AI allows the sales agents to instantly search their data and answer customer queries immediately. This eliminates the need for further research and follow-up calls.
Scalable and Maintainable – This tool automates the capture of new data and provides an easy way to maintain data. These functions will only grow more necessary to YGT as their company grows.
Increased Customer Retention and Sales Revenue – Sales staff can now secure sales during that first customer interaction. Prevents customer interest fading in their wait for a follow-up call.

Customer Feedback

“We decided to embark on a Proof of Concept with Fidra Analytics to answer some of the questions we had within the business around the efficacy of AI right now. It was a hugely valuable exercise and has helped guide our AI strategy moving forward.”
Mark Thompson, CIO Your Golf Travel

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