"We've got all the information about our enquiries on file, so we can see exactly what is going on with our marketing."

"We know just where the responses are coming from, so we can target any other areas which might need an extra push."

"By entering bulk enquiries, we can see which publications are producing the best results for us, and plan the most cost-effective advertising schedule."

"The TIM solution makes life so much easier: it means we can JDI - just do it!"

Stoke on Trent has been relying on CTV's destination management software since 1992, and with support from the City Council has continued to invest in regular training as well as keeping their five-user network up to date.

Next on the shopping list is the proposal to upgrade to an NT server. This will save the cost of replacing the existing monitors and systems while speeding up the whole operation to give state-of-the-art performance.
And it's not only as a marketing tool that the software provides such help.

A recent addition has been the VisitIT (Visitor Throughput Counter) With a 'magic eye' fixed to the door and linked to the system, the exact number of visitors to the TIC can be monitored at all times. This means that staffing levels can be fixed to cope with the predicted ebb and flow.

"Before we installed the VisitIT software, we used to have to send a member of staff out with a clicker to count the callers - what a waste of time and energy!" says Gwynne.

"Now it happens automatically, accurately, and all the time."

Stoke on Trent is at the heart of the Potteries, with Wedgwood, Royal Doulton and Spode factories all in the area.

Individuals and coach parties flock to the area for 'A China Experience', where they can watch the delicate operations of craftsmanship as skilled workers make, mould and paint their enchanting wares. As well, visitors love to browse in the many factory shops to find souvenirs.

In complete contrast, the popular theme park, Alton Towers, is in the area and many visitors combine a trip to the Potteries with a riotous visit to try out the latest hair-raising rides.

Accommodation bookings form an important part of Stoke on Trent TIC's daily life, with one member of staff working full-time on placing and analysing the bookings . . . and working out how much revenue is generated by the service.

In addition, while many of the busy TIC's callers are visitors looking for information or accommodation, locals too take full advantage of the friendly and helpful services on offer.

With a BR Journey Planner for rail travel, plus the CTV On-Line system for National Express Coach bookings, the TIC - which is a rail agent - is often asked to plan routes and calculate distances, as well as to make the travel bookings.

"It's all so easy with the CTV software," says Gwynne. "Thank goodness we've got it - we just couldn't cope without it!"