news research
Providing good customer service is a key way of making more money on a sale, but exclusive research for TTGhas exposed how some agents are getting it wrong. Daniel Pearce reports
Service: agents could do better...
SERVICE IS one of the key battlegrounds for selling travel, but travel agents are not good enough at it to prompt customers to use them over telephone and online bookings. While 85% of customers quizzed for an exclu-
sive Harris Interactive poll for TTGsaid they were satisfied with service they had received from a high street agent, a slightly higher proportion were satisfied with online and telephone bookers. The more affluent 45-54 age group was least satisfied with the service it received via face-to- face bookings, suggesting further opportunities if agents can do more to meet their expectations. Many respondents were happy with agents (see below), but one respondent claimed: “The agent lied about the location of the hotel – and then ignored my polite emails asking for help.” Another complained about service received at a major high street agent that placed him in a hotel which was “not what it should have been”. “It was in a red light district miles from any-
where, so I will never use them or any of their companies again as long as I live!” Service is one of the key principles TTGis asking agents to sign up to for our Trust in Travel Agents
campaign. Get it right and customers will be less concerned about the price of their travel, as our research, carried out ahead of the recent TTG Debate on Customer Service, in association with Vertex, showed (TTGMarch 4).
The age factor The survey of 1,092 consumers, carried out in January 2011, found that more than half (53%) would think less about price if they received great service when making a booking. And once more it was the older customer who was less likely to be swayed by good service. Almost one in four (22%) of over-35s said they were more likely to choose lower price over good service, while younger people were generally willing to pay more for service if they could afford it.
When it came to repeat bookings, almost one in four (24%) said service had prompted them to make a repeat booking with a travel agent. The message was clear: not all travel agents
are giving the best service that they can, but if they get it right there is still a massive opportu- nity to attract customers from other channels.
Why consumers are using travel agents
“It was easier to talk with someone to gain exactly what we wanted – and the agent got us discounts”
“I have used the agent for the past eight ski holidays. They cater to my needs, not what may be in a brochure”
14 11.03.2011
“I needed specialist advice on low-cost business class tickets to the US and needed to discuss options that you can’t do on the internet”
“We needed something that wasn’t bookable online”
Why have you made repeat bookings with the same agency?
ttglive.com Facts and figures
What percentage of customers are satisfied with service?
How do customers book the majority of their travel?
Will good service make you think less about price?
Harris Interactive is a global leader in custom market research. For more information, visit
harrisinteractive.co.uk
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