Orbitz Becomes #1 Travel Site in Overall Customer Satisfaction

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customer insights
customer loyalty
customer satisfaction


Global online travel company Orbitz Worldwide understood early on the importance of capturing customer feedback, particularly in the area of customer service. However, the company was collecting data from a limited number of touch points and was struggling to use the data effectively to influence business decisions. Orbitz wanted to collect feedback from more sources, create an enterprise focus on customer experience, and use the data to inform long-term strategy development.


Orbitz deployed Clarabridge to collect, analyze, and operationalize information from every stage of the customer journey. With Clarabridge, Orbitz can look at point-in-time comments and trends, gain global insights, connect customer satisfaction to customer value, act on major dissatisfiers, and streamline processes such as online ticket exchange. Being able to share information throughout the organization means customer experience has become an enterprise-wide focus. In addition, insights from Clarabridge have helped Orbitz create a successful customer loyalty program.


  • Improved customer experience
  • Recognition by the American Customer Satisfaction Index as the #1 travel website in overall customer satisfaction
  • Successful launch of Orbitz Rewards, which has nearly 2 million members and was ranked the #1 travel rewards program by the American Customer Satisfaction Index

Clarabridge has helped Orbitz connect customer satisfaction to customer value by understanding the difference in purchasing behavior between a customer with low satisfaction versus one with higher satisfaction.

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