Synthetix have deployed another Virtual Assistant solution in the Travel and Tourism sector. Best Western hotels group launched 'Ask our experts' on the UK site to improve customer experience and reduce routine inbound enquiries to their call centre.

Users can choose to receive assistance from one of two Virtual Assistants, Lucy or Tom. The conversational, natural language interface provides straight answers to straight questions. Tom and Lucy are interacting with people every day of every week, answering their queries about Best Western Hotels and navigating them around the website. The Virtual Assistants have a wealth of knowledge, they know which hotels have golf courses, leisure facilities or even if they are near airports.

Best Western is using the analytics service to analyse visitors wants and needs by looking at the questions they ask. The conversation logs also allow them to make sure that Tom and Lucy always have up to date information. The Best Western implementation has followed hot on the heels of the work Synthetix have done with Bourne Leisure for Butlins and is another successful deployment of smartAgent technology.

The Virtual Assistants, Tom and Lucy, can be found at

What smartAgent is hoping to achieve for Best Western;

Answer customer queries without having to phone or e-mail
Reduce CRM costs
Improve customer satisfaction and loyalty
Provide a feedback mechanism for customer wants and needs

Jo Ogden, Head of Ecommerce and Distribution at Best Western is aiming to answer more queries online with lower CRM costs and to improve customer loyalty. “It’s designed to make sure our customers have an enjoyable experience and improve conversions”, she said.

Peter McKean, Managing Director of Synthetix said: "Travel and Tourism is a sector which demands high levels of customer service. We are confident that the SmartAgent deployment will achieve what it set out to do by lowering customer service costs and increasing customer satisfaction, as it has done for our other clients”


Note To Editors

• Synthetix Ltd is a developer of cutting-edge, intelligent software technologies for on-line marketing, customer self-service and usability. Founded in 2001, Synthetix has unparalleled expertise in the field of 'Virtual Assistant' design and deployment.

• The company has become the marketing, customer service and web usability technology choice for blue-chip brands including the BBC, Vauxhall Motors, Berkeley Homes, Egg, Hitachi Europe, the Department for Education and Skills, Currys, CITB, AEG, Ford, BT, Masterfoods, Yorkshire Building Society, SkillsActive and even the legendary Harlem Globetrotters.

For further information, please contact: Adam Ashcroft, Telephone: 01223 393671, Mobile: 07808 129 300, E-mail:, Website:

Published on: 12:00AM on 28th August 2008