For Customer Experience Professionals

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	May 22, 2009 Online Travel Agencies' Cross-Channel Experience, 2009 An Industry Look At This Year's Best And Worst Of Cross-Channel Design by Adele Sage with Rachel Zinser, Bruce D. Temkin, Andrew McInnes

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Executive Summary

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.

TABLE OF CONTENTS

• Examining The State Of Multichannel Online Travel Agency Experiences

RECOMMENDATIONS

• Improve Your Firm's Multichannel Experiences
• Supplemental Material
• Related Research Documents

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