How Tabung Haji Travel and Services Increased Umrah Lead Conversions and Sales Agent Accountability With Leaf CRM Across 11 Branches In Malaysia.
Tabung Haji Travel & Services (THTS) streamlined lead management across 11 branches, reduced lead leakage during campaign periods, and increased sales agent responsiveness, all within 3 months of adopting Leaf CRM.
100%
Leads captured and followed up
30 sec
on average time taken to contact new leads
Full visibility
on salesperson and campaign performance
“We can finally see every lead’s progress clearly. Our sales agents follow up faster, missed leads have dropped, and we can finally reduce all our manual tasks.”
Zana Yahya
Business Development Manager
Client Overview
Tabung Haji Travels & Services Sdn. Bhd. is an owned subsidiary of Lembaga Tabung Haji, offering Hajj, Umrah, and Muslim holiday packages locally and internationally. THTS serves thousands of Malaysians annually in fulfilling their pilgrimage dreams.
To scale lead generation, the team runs paid campaigns on Meta and Google and participates in offline events and roadshows. However, before using Leaf CRM, their internal sales team faced major inefficiencies in managing all these leads.
The company then adopted Leaf CRM for over 45 internal sales agents across these branches, responsible for handling enquiries, processing bookings, and ensuring a smooth customer experience.
Tabung Haji Travel’s Challenges
Scattered leads and no ownership
Leads from Meta Ads, Google Ads, and the website were collected manually and often distributed to sales agents via WhatsApp. There was no way to assign ownership clearly, resulting in:
- Slow responses or missed leads
- Multiple agents calling the same person
- No tracking of conversion outcomes
No visibility on agent performance
Management lacked a centralised dashboard to see:
- Who followed up on which leads
- When the leads were contacted
- Whether bookings were successfully closed
Solution
THTS implemented Leaf CRM to unify all lead sources, automate lead distribution, and create full visibility into agent activities.
1.
Set up specific campaigns by geographical location
Tabung Haji Travels created a dedicated campaign for each of the 11 branches across Malaysia.
Within each campaign:
- 2–3 sales agents were assigned to handle incoming leads
- Meta Ads leads flowed directly into the correct campaign
- Campaign and sales managers could track conversion and performance at the branch level
2.
Real-Time Lead Capture via Forms
- Leads from the official Tabung Haji Travels’ official website and landing pages were captured by integrating Leaf CRM.
- During specific roadshows and events, the team creates a Leaf web form for dedicated campaigns and links to QR codes.
- Every submission was immediately captured and assigned to an agent without delays
- Leaf form captures relevant details, including name, phone number, and preferred Umrah or Hajj travel package.
This allowed the team to avoid losing any leads during high-traffic events, which was a frequent problem in the past.
3.
Agent Activity Tracking via Salesperson View
Sales managers used Salesperson Insights to monitor:
- Average first-time contact time
- Number of leads followed up on
- Win rate and revenue per agent
This provided more visibility into agent performance, helping to reward top closers while identifying those who needed support.
4.
Re-engage with past customers
The team imported the previous customers’ database to Leaf CRM via a CSV file in a separate campaign dedicated to remarketing, with only the selected sales team assigned.
- The database is used for promotions and loyalty campaigns
- Helped to revive dormant leads and ensured long-term customers weren’t overlooked
5.
Easy reporting for top management
- Generate real-time reports showing lead volume, win rate, and sales performance
- Download ROAS reports tied to Meta and Google Ad campaigns
- Share campaign performance and salesperson performance directly with the upper management team.
The Results
100% ↑ in lead capture and follow-up rate
Previously, only an estimated portion of leads were contacted, and tracking was based on manual updates. After using Leaf CRM’s auto-assignment and agent tracking, Tabung Haji Travels saw a significant boost in follow-up rates within the first 3 months.
Average first-time contact speed improved to
30 seconds
Before Leaf CRM, agents took hours (or even days) to respond. After the switch:
- Leads were assigned instantly
- Agents were notified via mobile
- Response time is faster, ensuring follow-up while the leads are still warm
- Salesperson using WhatsApp can reach out to clients easily
This meant THTS agents could reach out while the lead was still warm, increasing the chances of successful conversion
Full Visibility in sales follow-up activity
After switching to Leaf CRM, management is able to track whether their salesperson followed up with the leads assigned to them or not.
- Every lead captured is assigned to their sales agents, reducing missed leads to zero.
- Every lead is now automatically assigned to a dedicated salesperson with clearer ownership
- Sales and marketing managers can view each agent’s average first-time contact, win rate, and revenue.
- Sales agents’ follow-up accountability improved dramatically with an average of 30-second response time.
Centralised an organised lead management
Before using Leaf CRM, leads were shared manually with the salesperson with no clear ownership. Now, every lead is auto-assigned to the right salesperson and tracked in one place.
- Decrease the missed leads assignment to 0%
- Improved time management among the hotline team, marketers, and branch managers
- All leads are stored in the master database and increasing their chance for remarketing purposes and identifying loyal customers
Tabung Haji Travel and Services Special Event
Real-time lead capture at MATTA Fair
- Visitors scan QR code from their phone
- Leaf captures details and assign to sales agent
- Agents received instant mobile notifications in real-time
Future Plans
Encouraged by the initial success and visibility across its internal teams, Tabung Haji Travels plans to roll out Leaf CRM to its 300+ external sales agents nationwide in the next phase. This will help:
- Extend visibility and lead tracking beyond branches
- Standardise agent follow-up even in remote areas
- Strengthen data insights across the entire sales funnel
Tabung Haji Travel & Services is moving towards an exciting phase where they are building a scalable, trackable foundation for all future pilgrimage campaigns with Leaf CRM.
Inspired by what Tabung Haji Travel & Services achieved?
If you’re a business running ads on social media or Google and generating leads through websites, forms, or roadshows, Leaf CRM is the best to help you:
- Capture leads from multiple sources
- Distribute leads instantly to salesperson
- Monitor salesperson activity
- Track campaign performance in real-time