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For eBusiness & Channel Strategy Professionals

Online Customer Service Functionality Benchmark: US Airlines

The Best And Worst Of Online Customer Service Among The Top Four US Airlines

February 28, 2012

By Diane Clarkson with Zia Daniell Wigder, Lily Varon

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Why Read This Report

Forrester evaluated the online customer service offerings of the four largest US airlines: Delta Air Lines, United Airlines, Southwest Airlines, and American Airlines. Our analysis uncovered a few strengths, such as Southwest's intuitive contact us page and American's and Delta's speedy customer service responses on Twitter. However, overall the airlines we evaluated were plagued by issues including a lack of contextual help, limited online self-service functionality, and usability issues. To improve online customer service, airline eBusiness professionals should focus on improving self-service content and consider extending online customer service technologies to include virtual agents and proactive live help.
Tags: Airlines, Benchmarks, Customer Experience Management, Customer Relationship Management (CRM), Customer Service & Support, eCommerce, Email Customer Service, Marketing & Strategy, Multichannel Customer Experience, Packaged Applications, Social CRM, Technology, Travel
US $ 499
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TABLE OF CONTENTS

  • Forrester's Online Customer Service Review Methodology
  • Online Customer Service Best Practices Among US Airlines

  • RECOMMENDATIONS

    Airlines' Online Customer Service Needs Resuscitation
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