Thomas Cook has begun a four-month trial of a facility allowing customers to chat to agents online through the company’s website.
Customers who reach certain points in the online booking system will be invited to have an MSN Messenger-style chat with an agent for advice or guidance. Agents can ‘co-browse’ the site with customers who need help with navigation.
The invitation will be sent when a customer receives an error message on the payment page, or if they are on the search results page for a certain amount of time.
The agents who provide the service are based in the operator’s call centre and have been specially trained for the role.
At the end of the conversation, the customer is offered the chance to receive a transcript of the chat by email and asked for their opinion on the service.
Thomas Cook director of e-commerce Russell Gould said: “This facility is effectively the missing link between online and face-to-face interaction. The trial is incredibly popular with our customers.”
If the trial is successful, the facility will be rolled out to other Thomas Cook brands and products.
STA Travel has also announced it is to launch live web chats. The service will be available on the STA website from next month.