New If Only boss to speed up call waiting times and ‘sprinkle magic dust’ on business

New If Only boss to speed up call waiting times and ‘sprinkle magic dust’ on business

If Only is to overhaul its “three Ss” of systems, structure and strategy as new boss Andy Freeth outlined plans to “sprinkle a bit of magic dust” over the business.

The trade-only operator was trading 45% ahead of April last year so far this month and ended March 43% up on 2017.

Chief executive Freeth, who joined If Only alongside his fellow ex-dnata colleagues Gordon McCreadie, Tracy Docherty and David Irving at the start of the month, has been brought in to help If Only continue to grow.

He told agent partners at a post-SPAA dinner brunch that more modern systems were needed to move If Only on to the next level.

“As the business has grown there has not been very advanced telephone systems that allow us to track customer behaviour. You can grow so far organically, but we are going to put a structure in place, put things into neat boxes and make it run more efficiently.

“Nothing is broken. The phone rings and bookings are made, but to scale the business we need operational efficiency.

“We want to sprinkle a bit of magic dust on the business.”

Changes behind the scenes will see a system installed to monitor call waiting times and software to speed up the process brought in. Talks are underway with two companies.

Founder Brendan Maguire added: “We have arrived in this position rather by default. The priority has been dealing with enquiries from travel agents, and processing their bookings. We are now looking to move to the next level.”

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