This research study benchmarks various customer contact experience
attributes such as customer satisfaction, customer experience, and
customer loyalty for the airlines industry across many contact channels:
live agent phone, IVR, email, chat, and Web self-service. A Web-based
survey methodology was used for this study: N=567. Companies benchmarked
in this study include but are not limited to: AirTran, Alaska,
American, Continental, Delta, JetBlue, Southwest, United, and US
Airways. Within the industry, the most popular contact channels are:
website self-service and phone/live agent. E-mail is less popular, while
phone/IVR and chat with live agent are niche channels.
Executive Summary
Use of Specific Channels
Within the airline industry, the most popular contact channels are as follows:
No. of Pages: 64
Executive Summary
Use of Specific Channels
Within the airline industry, the most popular contact channels are as follows:
- Website self-service (used by over half of those who contacted an airline within the past four weeks)
- Telephone live agent (used by xx percent)
- E-mail (used by xx percent)
- Telephone-IVR and website (used by x percent)
- Chat with live agent (used by x percent)
Airline Market Customer Contact Experience Report
Published: December 2011No. of Pages: 64
Top Channels: Satisfaction, Meeting Expectations, and Loyalty
- Website self-service receives the highest “overall satisfaction” score (mean x.xx on a scale from 1 [very dissatisfied] to 7 [very satisfied]), followed by phone-live agent (mean score x.xx).
- E-mail and website self-service best satisfy customers’ expectations (mean score x.xxand x.xx, respectively, on a scale of 1=below expectations, 2=expectations met, 3=above expectations). Telephone-live agent and interactive voice response obtained slightly lower results (mean score x.xx and x.xx, respectively).
- Website self-service also receives high “customer loyalty score*” results (mean score x.xx on a scale from 1=lowest loyalty to 7=highest loyalty). E-mail (mean score x.xx) and phone-live agent (mean score x.xx) round out the top three.
Table of Contents
Research Objectives, Method Details, and Demographics 3
Multi-Channel Customer Contact Executive Summary 7
Live Agent Phone Interactions 19
Interactive Voice Response (IVR) Interactions 33
E-mail Interactions 36
Web Chat Interactions 38
Web Self-Service Interactions 40
Brand Profiles: Top Three Brands 46
The Frost & Sullivan Story 60
Research Objectives, Method Details, and Demographics 3
Multi-Channel Customer Contact Executive Summary 7
Live Agent Phone Interactions 19
Interactive Voice Response (IVR) Interactions 33
E-mail Interactions 36
Web Chat Interactions 38
Web Self-Service Interactions 40
Brand Profiles: Top Three Brands 46
The Frost & Sullivan Story 60
