Summary
Forrester evaluated the online customer service offerings of the four largest US airlines: Delta Air Lines, United Airlines, Southwest Airlines, and American Airlines. Our analysis uncovered a few strengths, such as Southwest's intuitive contact us page and American's and Delta's speedy customer service responses on Twitter. However, overall the airlines we evaluated were plagued by issues including a lack of contextual help, limited online self-service functionality, and usability issues. To improve online customer service, airline eBusiness professionals should focus on improving self-service content and consider extending online customer service technologies to include virtual agents and proactive live help.
Log in to continue reading
Client log in
Welcome back. Log in to your account to continue reading this research.
Become a client
Become a client today for these benefits:
- Stay ahead of changing market and customer dynamics with the latest insights.
- Partner with expert analysts to make progress on your top initiatives.
- Get answers from trusted research using Izola, Forrester's genAI tool.
Purchase this report
This report is available for individual purchase ($1495).