The Website is an item that has undergone limited upgrades over the years, and as someone who works in the industry, there's few points I want to share:
- Usability (User Experience) is maybe a 7/10 for this website. For such a large customer service organisation, this needs to be remedied. I find myself lost in the FF section, and its just ridiculous that the design was allowed to go live - talk to User Experience companies and professional website designers. Ensure they do User type analysis, and alot of the content on there can be put deep down in the menus to get them out of the way. I don't need to see 100 widgets on my accounts page. Seriously.
- Fix the rewards booking functionality for complicated flights. This MUST be the cause of 90% of the callcentre overrun. Its not rcket science guys. Get some quality test engineers and designers onboard and you'll end up with a booking engine that is the envy of every other airline. Added bonus, most of the code will work fine for cash paying customers too, so you will be greasing the road to customers wanting to spend their cash. Don't make them call you, thats just stupid...
- Fix the availability differences between call centre, mobile site and desktop site - they all give different results. And if there is a seat available but it has strange rules (such as JAL) then explain that - we're not dummies, and you could even help us to work around some of these airline specific constraints.