ABOUT ORBITZ: Orbitz Worldwide is a leading global online travel company that uses innovative technology to enable leisure and business travelers to search for, plan and book a broad range of travel products and services.
THE PROBLEM: Orbitz was collecting customer feedback in a limited number of areas and struggled to use the data effectively to influence business decisions. Customer feedback was only being collected from a few of Orbitz’s potential touch points – leaving critical areas of the business neglected, including the booking process.
Orbitz valued customer feedback, but they had not yet taken the steps necessary to develop an enterprise customer focus. Like many companies, they were making “gut-based” decisions rather than ones based on real evidence.
GOAL: Orbitz wanted to collect feedback from many different sources, with an enterprise focus on customer experience.