While older web users are still likely to use the phone when they need help whilst on a travel site, less than half 18-24 year olds would bother, instead favouring online chat to resolve the problem.
This is one of the findings from a survey of 2000 commissioned by customer experience company nGenera CIM which concluded that the traditional call centre is dying out.
As many as 61% of the 45+ age group would use the phone compared to just 44% of 18-24 year olds. Just over a fifth of this group would prefer to chat online, 22% would use a site’s FAQ and 30% would send an email.
And if your travel website does not offer these next generation methods of communication? Beware. The survey found that 96% would stop using a company immediately if the service was poor.
nGerera CIM European managing director Matthew Haines said: “It is clear from the research that the customer service landscape is changing. Online channels such as email, web self-service and live chats are quickly overtaking phone as the preferred contact method for UK consumers.
“The younger, internet-savvy generation are very comfortable using new technologies such as live chat and demand rapid, accurate customer service. They are leading a new evolution of customer service, driving communication online, and providing companies with the opportunity to streamline their call centre operations and effectively meet the high levels of service their customers are demanding.”
By Dinah Hatch
