8. Qantas: Flying high on the Net
Category
Travel
Overall impression and usability
The Qantas site has a professional look and feel to it. It's clearly branded, and the primary purpose of the site--to book flights--is evident as the first steps in this process are presented on the home page. Qantas is clearly placing an emphasis on its online activity, by offering "internet only specials".
Hits
- The site allows the customer to research their travel plans without an obligation to make a purchase. So customers who want to know the flights available at particular times, and the costs associated, can find this information easily by simply completing some easy to use drop down menus.
- You can quickly book a flight with the primary payment method being credit card. If you're a frequent flyer, you can enter your details. If you're not comfortable with entering your credit card online, you can make a phone booking or visit a local travel shop.
- A help desk is provided which allows feedback and enquiries to be made. In addition, you can view a detailed site map to get an overview of the information, which helps customers navigate within the site.
- At a national level, there is a large range of flights available on any given day for the customer to select from.
Misses
- The site strongly promotes the heavily discounted "e-deals". This was initially "temporarily unable to process the request". Later in the day, we searched for some of the common routes. We didn't get any results, with the site reporting that no flights could be found. The only way you could find a flight at these great prices is to systematically go through all of the permutations until a flight appeared. After the sixth go, we finally found some flights.
- The package booking worked fairly well, however some combinations seemingly unavailable or resulting in an error message. Adding to the frustration was the fact you couldn't navigate back from the error message, and so must restart your booking from the beginning.
- A complete travel package could not be booked online, rather, the site suggests you should ring Qantas to book sightseeing tours, transfers, and car hire. When you're online to save time, being directed to the "old school" methods are frustrating.
- Customers can join the Frequent Flyer Program online, and the benefits of doing so are outlined on the site. However, it is not until the customer has entered their details to join that they realise a fee of AU$82.50 is attached. Clearly informing customer of what they are up for cost wise, is the better approach.
Purchasing procedure
- The process involved in purchasing an airline ticket, is straightforward, requiring the completion of a range of drop down menus.
- The process for a package has too many steps and you can't incorporate transfers or hire car packages.
- Purchasing an e-deal is difficult and requires considerable persistence to find a flight.
Security
- The security of the customer's personal information is guaranteed by Qantas, by using SSL encryption technology.
ePharmacy currently has 3 staff members. It proves that you do not have to have a massive business structure to have a successful e-commerce business.