BA Makes Travel Easier with an interactive guide
British Airways has launched a new series of online services and Agency.com has created an interactive guide to explain customers what has changed or improved. E-Consultancy explains the demonstration named “Make Travel Easier” shows customers how to use ba.com website and the self-service kiosks at the airport.
The interactive guide is a good idea to educate clients about new services, and it’s also pretty well done. The problem is that it’s hidden inside BA’s site. There is a small, sad, banner on the homepage, but unless you know about it, you won’t understand smart guide it is supposed to promote.
Another problem is that it took me 4 clicks to get to the “How to plan and book your flight” demo and then had to tab through 9 steps to get to the end.
I don’t know about you, but if I were a neophyte online flight booker I’m not sure I would have the patience to go through all that… provided, as you mentioned, I could even find it on the website.
One of these days, someone’s got to come up with an effective customer service animation option that works in real-time and be artificially intelligent.
- Aaron
http://www.maassmedia.com