06 November 2008

Travel firms failing to track online customer opinion

Travel companies stand accused of showing a lack of online customer knowledge.

The accusation came from digital market research firm eDigitalResearch following research which revealed that a third of travel companies donÃ¢â¬â¢t actively track customer opinion.

And 46% stated that they have little idea whether people achieve what they set out to do on websites.

The survey demonstrated a need for better online research and evaluation.

Travel businesses can then gain more commercial insights into how their customers interact online, what they like about websites and the general online user experience, according to eDigitalResearch.

An integrated approach to research through the use of online polls, panel surveys and rating systems can help travel companies to better understand their online customers, the company claimed.

Head of research Derek Eccleston said: Ã¢â¬ÅâœWith more people turning to the internet to research and book their holidays, finding out how customers like to interact is the cornerstone in helping travel companies to achieve customer loyalty and sustain competitive advantage.

Ã¢â¬ÅâœA website is an extension of the brand, and the same care and attention to auditing customer perceptions should be given to this as to any other medium.Ã¢â¬~

by Phil Davies