5 key customer experience indicators for a Travel Agency

For an IATA (International Air Transport Association) member travel agency, the following are five key customer experience indicators that can be used to measure and improve customer satisfaction:

  1. Customer Satisfaction (CSAT) Score: The CSAT score is a direct measure of how satisfied customers are with the services provided by the travel agency. It is usually obtained through post-trip surveys or feedback forms, asking customers to rate their overall experience. This indicator helps identify areas that need improvement and highlights strengths of the agency’s services.
  2. Net Promoter Score (NPS): NPS measures customer loyalty and their likelihood to recommend the travel agency to others. It is determined by asking customers a single question: “On a scale of 0 to 10, how likely are you to recommend our travel agency to a friend or colleague?” Based on their responses, customers are categorized as promoters, passives, or detractors. A high NPS indicates satisfied customers who are willing to refer others to the agency.
  3. First Contact Resolution (FCR) Rate: FCR measures the percentage of customer inquiries or issues that are resolved during the initial contact with the agency, without the need for further follow-ups. A high FCR rate suggests efficient customer service and reflects positively on the agency’s responsiveness and problem-solving capabilities.
  4. Repeat Business and Customer Retention: Tracking the percentage of repeat customers and customer retention rate over time provides insights into customer loyalty and satisfaction. High rates of repeat business indicate that customers are happy with the agency’s services and are willing to book with them again.
  5. Online Reviews and Ratings: Monitoring online reviews and ratings on platforms like Google, Yelp, or travel-specific review sites can offer valuable feedback from customers. Positive reviews and high ratings contribute to the agency’s reputation and influence potential customers’ decisions.

 

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