Tourism

How Visit Salt Lake answers visitor questions 24/7 and identifies web content needs with reduced staff

3500
questions answered by the bot from April-June 2020 while the Visitor Center was closed due to COVID-19
1700
questions answered by the bot in July 2020 after Visitor Center limited reopening
25%
of all Visitor Center inquiries, including in-person, web, and phone, have been handled by the bot

Visit Salt Lake launched AskVSL, a virtual assistant chatbot, in April 2020 to optimize their web experience and reach a digital-first audience not likely to get information from their Visitor Center. Within weeks, COVID-19 led to the furloughing of most VSL staff and drastic cuts to their entire budget.

Using AskVSL, Visit Salt Lake was able to:

  • Answer frequently asked questions, including questions related to COVID-19, while much of the VSL staff was furloughed and the Visitor Center was closed.
  • Identify areas of their website where new content was needed, including COVID-related content about; what’s open, travel restrictions, and local safety requirements.
  • Provided an engaging experience 24/7/365, even when human staff was extremely limited.

“We wanted a chatbot on our website to better, and more rapidly, answer visitor questions, especially during off-hours. AtlasRTX couldn’t be a better partner. The chatbot has helped us identify additional content needs throughout our website and has been especially helpful during the pandemic, as information is changing daily.”

Eric Thompson | VP of Marketing, Visit Salt Lake

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