http://www118.zippyshare.com/v/xKpNNOGv/file.html

CASE STUDY.

• Scott Paton, an editor-at-large for Quality Digest, related the following customer service experience with Orbitz, a leading online travel website.
• I use Orbitz four or five times a month to book travel for me or the trainers who work with Paton Press. I’ve always been impressed with the site’s low fares and easy-to-navigate interface. Despite having purchased hundreds of airline tickets through the site, I never had an occasion to call customer service until recently. (I guess that in itself says something about the quality of the service I’ve received).
• While reviewing my last American Express statement, I noticed two charges for the same amount and the same itinerary. I knew that it was a mistake because I had only purchase one ticket. I logged onto the Orbitz site and looked at my past trips. I saw that there was only one booker itinerary for that person for the week. Orbitz had made a mistake. I knew I would have to call the company to get the error corrected, and I began to experience that uneasy feeling I get whenever I have to call customer service. Where would my call get routed? Would they believe me? Had I made a $355 error?
• I began the process by going to the Orbitz home page. I was impressed. At the top of the page in large, easy-to-read type was a tab that said, “ Customer Service.” Probably a link to “Frequently Asked Questions” database. I thought. To my surprise, when I clicked on the tab, there were three options: an FAQ database, an e-mail link, and a toll-free number to call for help. The customer service department is open 7 days a week, 24 hours a day. This is impressive, especially when traveling. Okay. This was looking good, but how would my call be answered?
• I dialed the number and was immediately connected to the Orbitz voicemail system., which asked for my home phone number. Apparnettly, this let them know where I was calling from. After entering my phone number, I was led through a surprisingly quick and easy voicemail navigation system that divides calls by type of inquiry. I generally hate these kinds of voicemail systems, but Orbitz’s system was painless. I was through it in a manner of seconds.
• When I selected “Help” my call was answered within a minute. A pleasant woman asked how she could help me. I explained that upon reviewing my American Express statement it appeared as though I had been double-charged. Her first reaction was to apologize,. “I’m sorry you had a problem,” she said. “Let’s see what we can do to resolve it for you.”
• She asked me for some information and then asked me to hold while she checked on the problem. When she came back on the line after about two minutes, she apologized for leaving me on hold. The Orbitz system had indeed double-charged me. She explained that Orbitz would refund my money and that it might take 30 to 60 days to show up on my American Express card statement., depending on when my statement was issued. She again apologized and asked if there was anything else she could do and if I was satisfied with the problem resolution.
• About one week later, I received a letter from Orbitz apologizing for the problem with an explanation for what had occurred. The letter also included a $50 discount coupon toward my next Orbitz purchase.

1. What aspect of Orbitz’s service process let to Mr. Paton’s favorable service experience?

2. Generalize the lessons learned from this example to other organizations. What challenges might organizations encounter in designing quality customer service processes?