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July 27, 2009 (updated August 31, 2009) Travel Web Site Customer Service Is Far From PerfectTravel eBusiness Customer Service And Support Benchmark, 2009by Diane Clarkson, Elizabeth Stark with Carrie Johnson, Henry H. Harteveldt, Kate van Geldern |
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Executive Summary
As part of a larger analysis of 90 Web sites, Forrester evaluated the accessibility and availability of online customer service and support among 30 leading travel Web sites. Only 12 of the travel Web sites we reviewed received a passing score, and overall sites delivered subpar customer service availability. While each site suffered from its own set of problems, it wasn't all bad news. We found some best practices, such as US Airways' consistent help on product pages, Carnival Cruise Lines' helpful traveler forums, and Southwest Airlines' clear customer service touchpoints. To improve online customer support availability, travel eBusiness and channel strategy professionals should provide reliable and consistent contextual support on product pages, consider adding search capabilities, and promote interactive customer support methods.
TABLE OF CONTENTS
- Examining The Availability Of Customer Service On Travel Sites
RECOMMENDATIONS
- Improve Online Customer Service Availability By Strengthening The Basics
- Supplemental Material
- Related Research Documents
This is an excerpt
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