Thomas Cook UK & Ireland claims it will be the first UK travel company to implement a new web chat feature that allows real-time co-browse assistance.
The system automatically highlights visitors on its website who are at a particular point in their holiday search or booking process.
Based on agent availability, customers are invited to speak to a specialist.
Staff at Thomas Cook’s sales centres have been trained to offer advice through the online chat service.
Invites are triggered if an error message appears on the payment page, or if the visitor has undertaken a specific search and been on the results page for a certain period of time.
Thomas Cook said the idea is to identify and target customers who may require assistance, so they can be guided to the pages and information they wish to see.
The system also enables the agent to ‘co-browse’ the journey with the customer.
Director of eCommerce Russell Gould said the service is “effectively the missing link between online and face-to-face interactionâ€.
“This new service takes the thomascook.com website one step closer to providing a more personal and tailored service to our online customers,†he said.
“The trial is incredibly popular with our customers and their feedback has been absolutely fantastic.â€
At the end of the conversation, the chat transcript can be emailed to the customer so they have it for reference.
If the four-month trial proves successful, the facility will be rolled out to support a wider range of Thomas Cook brands and products.
By Bev Fearis
