Document Controls

  • View a Print Friendly version of this document

    Print
  • Toggle highlighting of search terms in this document

  • Text Size: 

    • A (normal)
    • A (larger)
    • A (largest)

For Customer Experience Professionals

Primary Analyst Photo Document Information Rate this Document

July 17, 2008

Airlines' Cross-Channel Experience, 2008

An Industry Look At This Year's Best And Worst Of Cross-Channel Design

by Vidya L. Drego

with Bruce D. Temkin, Adele Sage, Andrew McInnes

This is an excerpt

Executive Summary

As part of a larger analysis of 16 firms, Forrester evaluated the cross-channel experiences of four large US airlines — American Airlines, Delta Air Lines, Southwest Airlines, and United Air Lines. As an industry, airlines earned the highest average score, but only American Airlines earned a passing score in one of the channels, IVR. While each airline suffered from a different set of problems, our analysis also uncovered a number of good practices, such as United's extensive IVR functionality, Delta's clear language on the Web, and American Airlines' phone-to-Web transition. To improve multichannel experiences, customer experience professionals should conduct regular reviews of their own sites, focus on the specific needs of target users, and establish a voice of the customer program.

TABLE OF CONTENTS

  • Examining The State Of Multichannel Airline Experiences

RECOMMENDATIONS

  • Improve Multichannel Experiences By Designing For Target Users
  • Related Research Documents

This is an excerpt

Buy Risk-Free

Price: US $499

Our Service Guarantee: If you are not completely satisfied with this document, notify Forrester within 24 hours of purchase for a full refund.

Already a Forrester Client?
Log in to read this document.

Add to cart

Save and Share

Document Tools

Spread the word:

ALSO OF INTEREST