Signature Travel Network has launched SigCompass, a centralized data platform to help agency owners better handle their businesses. The network also announced the upcoming release of Signature Storybook, a platform that gives advisors a place to share itineraries and travel products with clients in a live environment.
SigCompass: A unified data hub
Developed in partnership with DataSQRL and Toggle Travel, SigCompass ties in data from multiple sources. It syncs data from whatever customer relationship management system an agency uses. It incorporates Google Analytics. It includes Signature’s email marketing campaigns and microsites as well as its Client Reach product, which sends client emails on behalf of advisors.
According to Karen Yeates, Signature’s executive vice president of information technologies, SigCompass provides agencies with a “360-degree view of who that single client is”, even if there are duplicate profiles. This includes contact points, travel history, activity and behaviors.
AI-powered insights and analytics
SigCompass features an AI studio that allows agency owners to ask natural-language questions about their business. For example, they can inquire about top-performing advisors, areas of risk, or clients who may be going cold. The platform also includes analytical reports developed with Toggle Travel, offered at the agency, advisor, and client levels.
Yeates noted that all personally identifiable information is suppressed from the AI, ensuring client privacy. The platform’s ability to consolidate data from multiple sources is a significant advancement, as Yeates stated, “All of this has never been under the hood in one place.”
Storybook: Enhancing the client experience
Yeates described Storybook as “our user experience for sharing information with clients.” When an advisor uses Storybook, it prompts them to share more about the client they’re working with. When they share a name, Storybook surfaces contextual information on that client: what they’ve clicked on lately, recent engagements, and client activity. It then provides travel recommendations based on Signature’s database and similar clients.
Storybook is initially focused on cruise content, with plans to expand to hotels, insurance, excursions, and land offerings by 2027. While it won’t enable direct cruise bookings, it will provide links to Signature’s proprietary cruise-booking engine, Sig Cruise Pro. A number of agencies are already using Storybook, and their feedback, according to Yeates, is: “Easier close. Faster close.”