Building a Unified Customer Engagement Ecosystem in Travel: CRM and AI Virtual Assistant Working Together

The area of improvement

Filip Travel faced increasing pressure to manage a growing volume of customer inquiries while maintaining consistent, high-quality communication across multiple channels. This placed additional strain on contact center agents and began to affect the overall customer experience.

Information about offers, availability, bookings, and travel logistics was spread across multiple systems, requiring manual effort and frequent switching between tools. Limited integration between digital channels, CRM, and contact center made it difficult to ensure seamless interactions, timely responses, and a unified view of each customer throughout their journey.

’’Filip’’- an AI travel concierge

• Filip Travel introduced “Filip,” an AI-powered travel concierge designed to support customers throughout their entire travel journey.
  
  

• The assistant is available on the agency’s website, Viber, and Facebook Messenger, and is deeply integrated with the Selecta CRM to ensure seamless, personalized experiences.
  
  

• Filip provides travelers with rich information through an enriched knowledge base, including destination offers, hotel descriptions, tour services, travel recommendations, and practical pre-departure guidance.
  
  

• As a virtual destination guide, it also delivers excursion details, sightseeing and restaurant recommendations, useful contacts, alerts, and local communication tips.
  
  

• From trip selection to booking, Filip supports customers end-to-end. Reservations are automatically created in the CRM, while customers receive full transparency into their booking details. Through CRM integration, travelers can access payment status, baggage information, departure details, and guide contacts, making every interaction fully personalized.
  
  

• When needed, Filip ensures a smooth handover to contact center agents, transferring full customer context to guarantee fast, consistent, and high-quality support.

Selecta modules in place.

Filip Travel implemented multiple Selecta CRM modules to support both customer engagement and internal efficiency:

• Employee roles and notifications
  Structured role management and streamlined internal communication to keep teams aligned, informed, and efficient across daily operations.
  
  

• User dashboard
  Real-time visibility into performance and priorities enables employees to stay focused while providing management with full operational oversight.
  
  

• 360° Customer profile
  A complete view of each customer to enable more personalized offers, faster responses, and higher conversion rates.

  
  

• Task Management
  Organized task tracking to improve execution, reduce missed activities, and support consistent follow-up with customers.

  
  

• Lead management
  Structured lead handling to ensure every customer inquiry is captured, qualified, and guided toward successful conversion.

  
  

• Reservations
  Centralized reservation management to provide full transparency into booking status and customer activity.

  
  

• Complaint management
  Unified complaint tracking to enable faster resolution and strengthen trust and customer satisfaction.

  
  

• Campaign management
  Personalized campaigns to increase engagement and drive repeat bookings through targeted, data-driven communication.