TTG Top 50
April 25, 2019 | The Vox Birmingham | #TTGTop50

Thomas Cook, Westfield Stratford

A technology-filled wonderland, Thomas Cook’s Westfield Stratford City store is certainly a sight to behold. The company’s flagship “Discovery Store” has an immaculate glass facade, with unrestricted views of the futuristic interior.


Private booking areas with flat-screen televisions, a virtual reality headset and a child-friendly zone help make the client’s experience comfortable and exciting. Brochures are stored neatly in racks which fold out from the walls and a welcome desk running Qudini software ensures customers know exactly how long they will have to wait to see a consultant.

With a team that possesses more than 200 years’ combined experience selling travel, customer service at this Thomas Cook branch is second to none. Going above and beyond to make clients feel special is standard practise, and this could include sending customers Christmas gifts or spending 10 minutes of their day chatting to elderly clients. Peter even treats his best customers to dinner every once in a while.

A simple but effective method of writing clients’ names and booking dates in a diary prompts the team to call every customer at the best time to discuss next year’s holiday plans.

Each team member has their own specialist area and the consultants regularly go on educational trips and take part in training sessions.

It’s not only destinations that they learn about; when the store moved to its swish new premises from its original location in a neighbouring shopping complex, store manager Peter Ryan arranged “mindset” training to help the team adjust. It was deemed such a success it has now been rolled out across other Thomas Cook branches.

Ever-innovative Peter used the relocation project as an opportunity to engage with the agency’s customer base too. He invited a selection of loyal clients to attend an exclusive event where details of the new store were unveiled; 40 guests attended and the team made £40,000 in sales.

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