The quality of customer service and consumers’ perceptions of those companies are strongly correlated, according to new data released today by Mitto, a top provider of global omnichannel communications solutions. The study looked at the customer experience in the travel and hotel sectors. As 90% of customers who had a bad interaction would prefer not to use that specific airline or hotel in the future unless there was no other option, poor customer care has the potential to have a significant negative impact on an airline or hotel brand’s bottom line. Additionally, 30% and 42% stated they wouldn’t travel or stay with those companies ever again, respectively.
Brands should put great customer service first in the face of travel interruptions
Since the pandemic limitations were lifted last year, flying delays and disruptions have increased significantly, and prices have skyrocketed. More than half (55%) of travelers anticipate delays over the Labor Day holiday, and 64% of Americans have recently experienced a flight delay. However, how quickly and effectively these delays are conveyed affects how customers feel about products in general.
Travelers indicated the following preferences for customer support interactions by airlines:
- Communications and solutions must be fast: Around two-thirds (64%) desired quick fixes, followed by 50% prioritizing fast communication and short wait times. The majority (54%) of people do not want to wait on hold for more than 10 minutes.
- SMS tops the communications channels: The need for fast brand interactions can be supported by the fact that 40% of consumers preferred to communicate with an airline via SMS during peak travel times. In the past year, the majority of brand conversations were conducted in-person or over email, with only 15% saying airlines offered SMS as an option.
“The travel and hospitality industries are uniquely poised to surprise and delight consumers. Even with 55% of travelers expecting delays during the Labor Day weekend, airlines can still foster positive customer experiences by reconsidering how they communicate with customers,” said Andrea Giacomini, CEO of Mitto. “Our research shows quality customer support would create a better experience even in the face of flight delays and other vacation disruptions. It is critical that the travel and hospitality industries understand the preferences of travelers and adopt a wide range of communication channels to be able to connect with customers on the channels they prefer and create these positive interactions.”
While more than half (61%) of customers think that customer service in the travel sector has either improved since the COVID-19 outbreak or kept about the same, Mitto found that 30% of consumers have even greater expectations now than they did in the past. Brands can’t afford to put CX on hold right now. The fact that 30% of respondents consider past pleasant experiences to be the most crucial factor in deciding which airline to fly with emphasizes the importance of high-quality service.
Customer service lessons airlines can learn from hotels
While airlines have opportunities to build their customer support experiences, hotels are reporting immensely positive incidences. In fact, 95% of Americans had a positive or neutral experience with a hotel in the past year. The biggest proponents of a positive experience with a hotel are:
- Helpful representatives (66%): in particular, almost half (46%) are still prioritizing contactless hotel interactions.
- Fast interactions (61%): notably, 77% prefer fast, self-service options including messaging a hotel on an app or via SMS compared to having to call or walk to the front desk.
Survey Methodology: These findings are based on a Pollfish survey of 1,000 Americans. The survey ran in August 2022.
About Mitto:
Mitto is a leading provider of global, omnichannel communications solutions, supporting business growth with advanced customer engagement technology and messaging enablement. Offering easy-to-integrate SMS, Voice, and Chat App APIs, next-generation business messaging, and end-to-end phone number management, Mitto’s platform ensures the world’s largest brands and MNOs are ready for what’s next. Follow Mitto on Twitter: @mittoglobal