Save or Share this Report

For eBusiness & Channel Strategy Professionals

Why Interactive Support Is Essential For Travel eBusiness Success

November 10, 2008


  • By Henry H. Harteveldt,
  • Elizabeth Stark
  • with Kate van Geldern

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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($499 USD).