Travel Web Site Customer Service Is Far From Perfect

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.