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Survey identifies frustrations of customers booking online
Travel companies are losing out on bookings because customers are frustrated by the online experience, according to a survey of 1,000 Brits.
The research, by Loudhouse and commissioned by CRM software specialist RightNow Technologies, identified the biggest frustration ‘hot-spots’ which prevent consumers from making a booking. It found:
– 53% are frustrated by not easily being able to find information on hidden costs
– 47% said they are frustrated by not finding specific information about holidays
– 45% are annoyed at not being able to ask questions about the holiday
– 35% find the actual buying process too complicated.
The survey found that 51% said unclear pricing and details about costs were most likely to prompt them to call or email the company, while 50% said they would be forced to contact the company because of unclear descriptions about holidays and flights.
The survey also found 72% of consumers have told others about a past negative online booking experience.
On a more positive front, 54% of consumers have told others about a good online booking experience.
The survey polled consumers about why they remain loyal to a travel company and found that top of the list was ‘past good experiences’ (65%), followed by ‘good reputation’ (53%) and
‘offers best prices’ (51%).
The survey found 21% of UK consumers plan to decrease the amount of holidays they book in 2009, and 72% of these will do so because they are concerned about cost.
Joe Brown, RightNow general manager EMEA, said: "The survey makes a clear association between delivering the level of customer care that consumers expect and customer loyalty.
“Even though consumer spending is decreasing, previous good experiences drive consumers to be loyal to holiday companies – ahead of company reputation or good prices.
“Word-of-mouth recommendations figure highly in a holidaymakers’ decision-making process so it’s essential that travel companies assess where the gaps are in their customer care strategies and invest in the technology and best practices to deliver exceptional customer experiences that will help future customer retention and acquisition."
By Bev Fearis
Bev
Editor in chief Bev Fearis has been a travel journalist for 25 years. She started her career at Travel Weekly, where she became deputy news editor, before joining Business Traveller as deputy editor and launching the magazine’s website. She has also written travel features, news and expert comment for the Guardian, Observer, Times, Telegraph, Boundless and other consumer titles and was named one of the top 50 UK travel journalists by the Press Gazette.
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