British Airways has launched a new series of online services and Agency.com has created an interactive guide to explain customers what has changed or improved. E-Consultancy explains the demonstration named "Make Travel Easier" shows customers how to use ba.com website and the self-service kiosks at the airport.

The interactive guide is a good idea to educate clients about new services, and it's also pretty well done. The problem is that it's hidden inside BA's site. There is a small, sad, banner on the homepage, but unless you know about it, you won't understand smart guide it is supposed to promote.

Another problem is that it took me 4 clicks to get to the "How to plan and book your flight" demo and then had to tab through 9 steps to get to the end.

I don't know about you, but if I were a neophyte online flight booker I'm not sure I would have the patience to go through all that... provided, as you mentioned, I could even find it on the website.

One of these days, someone's got to come up with an effective customer service animation option that works in real-time and be artificially intelligent.

- Aaron

www.maassmedia.com

Posted by: MaassMedia at May 20, 2005 09:10 PM