Forrester

Why Read This Report

In 2008, contextual, task-related help means more than a toll-free number on a booking page or a FAQ section on your Web site. It means being more relevant and personal and helping travelers in the channel they prefer immediately so they aren't driven to other channels — or worse, a competitor's site. Travelers' ages influence the channel they prefer to use for customer service and support while interacting with a travel Web site. For example, around 66% of Seniors prefer to call a contact center for help, although just 42% of Gen Y travelers prefer that channel. In contrast, 18% of Gen X travelers appreciate interactive chat, but just 8% of Younger Boomers do. Travel eBusiness and channel strategy professionals should integrate interactive chat into their customer support strategy by following the three steps detailed in this report.