The initiative, begun last February, was designed to respond to customers quickly 24/7 via social media platforms including Facebook and Twitter (@travelocity and @travelocityhelp), said Naaz Nichols, senior director of customer contact. "As part of Travelocity's mission statement, which is to inspire people to travel and be their champion throughout the travel journey, we really wanted to set out in the latter part of 2015 to really refine what that meant in terms of what we offered our customers," Nichols said. "So we embarked on a number of qualitative as well as quantitative studies, and what we found was that service was as important to consumers as anything else that a travel company could offer." Travelocity found that the most important thing to clients, especially those currently on a trip, was a single point of contact and a fast response time, she said. Considering Travelocity's existing presence on Facebook and Twitter, expanding customer service to those channels made sense. Get the full story at Travel Weekly