The Customer Respect Group Summer 2003 Study
BELLEVUE, Wash. - Sept. 29, 2003 -- The Customer Respect Group, an international
research and consulting firm that focuses on how corporations treat their
customers online, today released the results of its Summer 2003 Online
Customer Respect Study of Airline, Travel and Hotel/Resort/Casino firms
that rank among the country's largest 1000 companies.
Overall, Northwest Airlines was the highest scoring airline, Orbitz
scored highest among travel firms and Wyndham and Marriott were the highest
scoring hotels/resorts/casinos. Meanwhile, Southwest Airlines was the lowest
scoring airline, Carlson Wagonlit faired worst among travel firms and Boyd
Gaming, Mandalay Resort and Trump Hotels & Casino Resorts scored lowest
among hotels/resorts/casino firms.
The study brings objective measure to the analysis of corporate performance
from an online customer's perspective. It assigns a Customer Respect Index
(CRI(TM)) to each company. The Customer Respect Index is a qualitative
and quantitative in-depth analysis and independent measure of a customer's
online experience when interacting with companies via the Internet.
Comparisons
The combined sector was last surveyed in the Winter 2003 Online Customer
Respect Study. Among the trends: Travel firms' CRI moved from 6.5 to 8.0,
a significant improvement. Among the reasons is that the Responsiveness
CRI improved by a full 3 points. That was aided in large part by the fact
that while 35 percent of firms didn't respond to online inquiries last
time, 100 percent of them responded to inquiries this study.
Among airlines, the overall CRI went down from 8.1 to 7.4 While 100
percent of firms responded to inquiries in both surveys, the turnaround
time for responding increased. For example, in the Winter study, 88 percent
responded within 48 hours. In this survey, only 38 percent responded within
that timeframe.
Hotel, casinos and resort CRI scores fell to 6.8 from 7.5. The decline
was spread among several areas.
"The overall improvement and scores among travel firms is impressive,"
said Donal Daly, CEO of The Customer Respect Group. "Studies show that
online customers make purchasing choices based on how they are treated.
Airlines and hotels/resorts/casinos should take note and make changes to
increase their potential share of online business. Almost all firms are
now responding to online inquiries and have tackled simplicity issues,
but most can improve in how quickly they respond andtreat personal information."
By looking at more than 1000 Web sites across a spectrum of industries
in detail, The Customer Respect Group has determined 25 different attributes
that combine to create the entire online customer experience. These attributes
have been grouped together and measured as indicators of Privacy (respects
customer privacy), Principles (values and respects customer data), Attitude
(customer-focus of site), Transparency (open and honest policies), Simplicity
(ease of navigation), and Responsiveness (quick and thorough responses
to inquiries). Combined they measure a company's overall Customer Respect.
Among airlines, the highest ranked organization was Northwest Airlines
(CRI: 9.1 out of 10), while the lowest was Southwest Airlines (CRI: 5.7).
The Airline sector's Summer 2003 ranking is as follows:
Airline
Overall Customer Respect Index
Northwest Airlines Corporation 9.1
Alaska Air Group, Inc.
9.0
Delta Air Lines, Inc.
8.8
American Airlines
7.4
UAL Corporation
7.3
America West Holdings Corp. 6.9
US Airways Group, Inc.
6.8
Continental Airlines, Inc.
5.8
Southwest Airlines
5.7
Industry Average
7.4 |
Other findings for sector firms include the following:
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Surveyed firms receive the best overall rating (CRI: 8.4) for Simplicity
and the worst (CRI: 6.2) for Principles.
-
All firms responded to online inquiries. 38 percent did so within 48 hours,
12 percent responded within 72 hours and 50 percent responded after 72
hours.
-
Some 75 percent of these firms use Autoresponder technology, in which emails
are automatically sent back to users to confirm the receipt of their inquiry
and let them know when they should expect a response. Of these, all followed
with a full response.
-
Some 89 percent of companies provide email forms for online inquiries.
-
11 percent provide email addresses.
-
Some 67 percent provide a keyword search function on their site.
-
All sector firms have privacy policies on their sites explaining how customers'
personal data is being used.
-
While 89 percent use cookies, 12 percent of them don't explain how they
can be disabled. Some 12 percent use cookies, have a privacy policy, but
don't provide an explanation of how to disable cookies.
Among travel firms, the highest ranked organization was Orbitz (CRI: 9.7
out of 10), while the lowest was Carlson Wagonlit (CRI: 5.3). The Travel
sector's Summer 2003 ranking is as follows:
Travel Firm
Overall Customer Respect Index
Orbitz
9.7
Expedia
9.5
Travelocity
9.0
Hotwire
8.8
Priceline
8.8
Hotels.com
8.3
Cheaptickets.com
8.2
WorldTravel BTI
6.4
GetThere
6.3
Carlson Wagonlit
5.3
Industry Average
8.0 |
Other findings for these firms include the following:
-
Surveyed firms receive the best overall rating (CRI: 8.6) for Simplicity
and the worst (CRI: 7.4) for Principles.
-
All responded to online inquiries. Of those that did respond, 70 percent
did so within 48 hours, and 30 percent responded after 72 hours.
-
Only 40 percent of these firms use Autoresponder technology, in which emails
are automatically sent back to users to confirm the receipt of their inquiry
and let them know when they should expect a response. Of these, all followed
with a full response.
-
Some 80 percent of companies provide email forms for online inquiries.
-
20 percent provide email addresses.
-
Some 30 percent provide a keyword search function on their site.
-
All firms have privacy policies on their sites explaining how customers'
personal data is being used.
-
While 90 percent use cookies, 22 percent of them don't explain how they
can be disabled. Some 22 percent use cookies, have a privacy policy, but
don't provide an explanation of how to disable cookies.
Among hotels/resorts/casinos, the highest ranked organization was
Wyndham Hotels & Resorts (CRI: 9.0 out of 10), while the lowest were
Boyd Gaming, Mandalay Resort Group and Trump Hotels & Casino Resorts
(CRI: 4.3). The Hotel/Resort/Casino sector's Summer 2003 ranking is as
follows:
Hotel Resort Casino
Overall Customer Respect Index
Wyndham Hotels & Resorts
9.0
Marriott International, Inc.
9.0
Park Place Entertainment Corporation
8.5
Harrah's Entertainment, Inc.
8.5
Hyatt Hotels & Resorts
8.4
Radisson Hotels & Resorts
7.1
Starwood Hotels & Resorts Worldwide, Inc. 6.1
Hilton Hotels
5.8
MGM Mirage
5.8
Boyd Gaming Corporation
4.3
Mandalay Resort Group
4.3
Trump Hotels & Casino Resorts,Inc.
4.3
Industry Average
6.8 |
Other findings for these firms include the following:
-
Surveyed firms receive the best overall rating (CRI: 7.7) for Simplicity
and the worst (CRI: 6.3) for Principles and Responsiveness.
-
Some 9 percent don't respond to online inquiries. Of those that do respond,
50 percent do so within 48 hours and 50 percent respond after 72 hours.
-
Only 33 percent of these sector firms use Autoresponder technology, in
which emails are automatically sent back to users to confirm the receipt
of their inquiry and let them know when they should expect a response.
Of these, 50 percent followed with a full response.
-
Some 84 percent of companies provide email forms for online inquiries.
-
8 percent provide email addresses.
-
8 percent only provide offline contact information (phone numbers or postal
addresses).
-
Only 33 percent provide a keyword search function on their site.
-
Some 75 percent of firms have privacy policies on their sites explaining
how customers' personal data is being used.
-
While 75 percent use cookies, 22 percent of them don't explain how they
can be disabled. Some 33 percent use cookies, have a privacy policy, but
don't provide an explanation of how to disable cookies.
Beyond these scores, the report conveys in great detail improvement opportunities
for each company.
About The Customer Respect Group
The Customer Respect Group is an international research and consulting
firm that uses its Customer Respect Index (CRI(TM)) methodology to help
companies improve how they treat their customers online. It provides leadership
in the objective and scientific measurement of a customer's online experience.
Many of the largest U.S. companies have already adopted the CRI methodology
to improve online customer satisfaction and loyalty. The Customer Respect
Group is headquartered in Bellevue, WA.
All companies and products listed herein are trademarks or registered
trademarks of their respective holders.
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