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Facebook advertisement through cookies sends a message to the user/customer leaving the receiver with a feeling of being traced and/or followed. Some people might see it as a service.

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Tripadvisor is a medium providing customers with trustworthy information and the possibility to leave feedback where the company has an opportunity to reply. People may feel heard by the company.

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Communication through a livechat are exchanged in a quick, more informal way, making the customer feel more welcomed and taken cared off.

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KLM for example has a monthly magazine with travel tips and destination possibilities for flights. It's beautiful and quite interactive, but no response from the reader is necessary.

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Continuing with KLM, some parts of their website require communication as interaction. For example, when a customer books the booking should be confirmed back at some point. Also, KLM can be reached through e-mail

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KLM also has the option to contact them through social media or by phone, this type of contact is faster and more simultaneous than e-mail or contact form, thus more of a transaction. This means that customers will be helped faster and don't have to wait so long