Delta Air Lines’ Web site, delta-air.com, was ranked No. 1 in online user loyalty and satisfaction and No. 1 in intent to repurchase by online customers surveyed during a recent NPD Group survey.
The NPD Group - a research firm that offers businesses a full spectrum of marketing information options from industry tracking to custom solutions on the Internet and around the world - recently conducted its Spring 2000 wave of ongoing airline tracking studies. The survey involved users of six airlines, including American, Continental, Delta, TWA, United, and US Airways.
Results also revealed that delta-air.com was the site where customers had the highest satisfaction regarding their ability to find information, the most up-to-date information available online, and security controls.
“These findings prove that our continued focus on improving the customer’s online experience is on target,” said Bill Reeves, Delta’s general manager of e-Commerce. “During Delta-led customer studies prior to the February launch of our redesigned site, online users told us that they wanted improved navigation, information that was easier to find, and a more personalized experience. This was the catalyst of the redesign, and there will be additional enhancements in the coming months.”
The redesigned delta-air.com highlights include:
Improved global navigation - Features one-click access to major functional elements, such as Travel, SkyMiles, Programs and Services, Inside Delta and Customer Care.
Relevant links - In addition to standard navigation that will reside on each page of the Web site, Delta has developed additional navigation within each page that is relevant to the user at that point in time.
Text minimization - Streamlined content allows the customer to scan pages vs. reading complex text to access information.
Enhanced functional elements - “Round Trip Reservations” and “Flight Info” are located on the Home page, eliminating the need for customers to go deeper into the site for important information. Additionally, Medallion-level customers now can process their 800-Mile Segment Upgrades online versus in person or over the phone. This Web-based feature enables Medallion members to redeem their segment points and upgrade to business or first class on purchased reservations for flights within the United States, Bermuda, Canada, the Caribbean and Mexico.
“Detach” Icons - “Round Trip Reservations,” “Arrival/Departure Info” and “Cargo Tracker” are detachable from the site, allowing customers to continue to use the applications even if they move to another Web location.
Unique messaging - Alerts the customers to relevant Delta news or special offers through an inbox function.
Customer Recognition - Recognizes customers through their SkyMiles and personal identification numbers, shows current account balance on homepage and pre-fills users- personal information when making an online reservation.
Graphics - Offers a crisper format that is visually appealing and focuses more on the human aspect of travel.
Future enhancements include an interactive seat map, an award availability calendar that shows the flights where customers can use their SkyMiles awards, and an award seat booking functionality.