Executive Summary (This is a document excerpt)

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large online travel agencies — Expedia, Orbitz, priceline.com, and Travelocity. Overall, the travel agencies ended up with the highest average score compared with other industries, but the only two passing scores came from Orbitz and priceline.com in their phone interactions. While each of the online travel agencies suffered from a different set of problems, our analysis also uncovered a number of good practices, such as Orbitz's streamlined access to itinerary information in its IVR, Travelocity's hotel comparison tool, and Expedia's clear email-to-phone transitions. To improve cross-channel experiences, customer experience professionals should evaluate their firms' own experiences and then chart a path on the customer experience journey.

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