2019
DOI: 10.1111/1559-8918.2019.01276
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Using Ethnography and Narrative Analysis to Uncover Customer Agency: Intrepid Travel's Online Booking Project

Abstract: This paper draws on a discovery research project focused on the customer experience of Intrepid Travel's automated booking system. The Data Analytics team initially investigated customer behaviour when booking and found problems with high exit rates on the first and second steps of the 3-step booking process. A paradox was also found between the numeric NPS and CES scores for booking, and comments which revealed high volumes of customers requiring assistance from customer service to complete their online booki… Show more

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Cited by 1 publication
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“…Wan (2018) utilised Trello when data coding Indigenous languages, while Watson (2019) investigated travel industry customers' automated booking system experiences. Watson (2019) explains that Trello was 'chosen as a simple and accessible tool to enable collaborative participation and efficient data processing, while still producing usable results' (p. 178).…”
Section: What Is Trello?mentioning
confidence: 99%
“…Wan (2018) utilised Trello when data coding Indigenous languages, while Watson (2019) investigated travel industry customers' automated booking system experiences. Watson (2019) explains that Trello was 'chosen as a simple and accessible tool to enable collaborative participation and efficient data processing, while still producing usable results' (p. 178).…”
Section: What Is Trello?mentioning
confidence: 99%