US internet travel company BookIt.com has moved to gain real-time insight into the behaviour of its online customers.
The work through online customer experience management firm Tealeaf enabled the company to identify and remedy obstacles to the online booking process and improve service from its call centre.
BookIt.com claims its e-business teams have been able to minimise the number of customers affected by these issues, thereby improving conversion rates and raising user satisfaction and retention.
Additionally, call centre agents can see what causes each online customer to “stumble” and can serve them faster and with more expertise by making use of Tealeaf’s customer service optimisation solutions designed to cut average call handle times, increase first-call resolution rates and raise customer retention rates.
Tealeaf worldwide marketing vice president Geoff Galat said: “BookIt.com is a great example of how forward-thinking companies are harnessing the power of their customers to improve the way they do business.
“With so many options for booking travel online, customers have little tolerance for websites or mobile services that make them struggle to get what they want.
“The leaders in this space will be the companies that start by gaining a clear understanding of their customers, and then optimise their businesses around that critical customer knowledge.”
BookIt.com Co-founder Jamin Finlaw said: “We strive to provide customers with an intuitive and satisfying experience from the first moment they hit our site.
“Tealeaf allows us to see not only what is happening on our site, but why. It enables us to make decisions based on the reality of actual customer behaviour, giving us clear direction on where to make improvements across our entire site, including rich internet applications like our AJAX and rich-media-based assets.”