The company has been using RightNow for the past year to provide context sensitive help on its flight booking website, allowing passengers to ask question about things like baggage and seat allocation.
Tony Milsom, director of flythomascook.com, said, “We want to develop promotions based on what people ask.
“The idea of niche marketing is that the flythomascook.com marketing team will be able to build promotions to target small groups of customers.”
The software is expected to be deployed in June, in time for the summer peak in demand for flights.
Unusually, Milsom said the IT department did not purchase RightNow Marketing. “It was totally charged back to flythomascook.com marketing,” he said.
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