Bev Fearis reports in TravelMole that nearly half of travel companies don’t know if customers using their website achieve what they set out to do.
And according to a survey by digital market research specialists, eDigitalResearch, 33% don’t actively track the opinion of their online customers.
“For a sector hampered by rising fuel costs and with the economic slowdown increasing the demand for online bookings, these results show a lack of online customer knowledge,” said head of research Derek Eccleston.
“With 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.”
Companies should be using online polls, panel surveys and rating systems to better understand their online customers, he added.
And according to a survey by digital market research specialists, eDigitalResearch, 33% don’t actively track the opinion of their online customers.
“For a sector hampered by rising fuel costs and with the economic slowdown increasing the demand for online bookings, these results show a lack of online customer knowledge,” said head of research Derek Eccleston.
“With 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.”
Companies should be using online polls, panel surveys and rating systems to better understand their online customers, he added.
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