Improving the Passenger Experience is our core business!
Passenger Experience (PaxEx) seems to evoke a lot of comment. There’s a lot written, blogged, tweeted and commented in the press about the topic. Most of the positive press has been dedicated to the business/first class passenger amenities. Many extol the virtues of their experiences, which seems to be based on premium travel. Airlines, airports and other service providers focus their strategies, determine their KPI’s and measure their results and pay their staff on KPI performance.
And yet, from the ordinary passenger’s perspective, there has not been much positive change. We’re still lined up continuously, hassled at security, herded in airports, spammed with retail offers and pay higher prices for food and beverages. We’re still made to wait, kept in the dark about flight changes and sit in cramped, fully-loaded planes. We’re still in immigration queues that seem endless, wait for baggage that seems to take as long as a short-haul flight and wait for taxis or buses in yet another line. All this the Passenger endures because they want to fly somewhere. Today’s passenger feels hassled and neglected! We have a problem if we’re trying to make the Passenger Experience better!
The Passenger Journey Graphic
The passeneger journey comprises several discrete travel elements - it is not just one continuum. The passenger views their journey in exactly these terms. To our point, we offer a guest blog on their passenger journey and their less than perfect trip. Trip changes due to unforeseen circumstances are always understandable, but it is the customer service that is ultimately the downfall resulting in a very poor Passenger Experience.
Passengers (we call them customers) operate in real-time. They are increasingly mobile and always connected. They are also more demanding and educated, which will influence the way in which airlines, airports and other service providers need to interact with them. Customers are focused entirely on their own personal activities, demanding these service providers meet their specific TLC needs (time, location and context). To better engage with their customers during their journey, the service providers need to identify the customers and establish a dialogue with them, beyond what is available with current mobile apps or customer rewards programs. Essentially, what’s needed is an Integrated Customer Engagement strategy.
Passengers don’t want to be part of a “one size fits all” process. Instead they want personalisation - relevant to them and packaged to fit their needs. Deploying effective customer engagement enables service providers to transform customer data into intelligent communication and avoiding spam (unwanted/irrelevant messages).
Making A Difference
Utilizing mobile apps and customer engagement programs, connected passengers yield a rich source of data for digital analytics. Properly used, the resulting business intelligence enables service providers to understand the needs of their passengers as customers, their preferences, the choices they make, the products and services they buy, and the activities and destinations they choose. Applying this knowledge affords our clients the opportunity to improve both their financial performance and the passenger service and experience delivered.
How We Can Help
Our international aviation team helps deliver real strategic advantage through improved customer service and exceptional customer experience. We offer advisory services that leverage our in-depth understanding of the industry’s customer experience issues. We focus on people, processes and technology. Our advisory and consulting service practices include work in three areas: Customer Journey Framework, Customer Experience Framework and Customer Metrics Framework - examples of which are listed below.
Customer Journey Framework
* Delivering Excellent Customer Service
* Engagement Readiness and Strategy Development
* Strategic Passenger Experience Management
* Airport Passenger Flow Management
* Multi-Channel Customer Interaction
Customer Experience Framework
* Customer Engagement Strategies: Acquire, Convert, Retain
* Customer Rewards (Loyalty) Programs
* Airport Retailing: Strategies & Technologies
* Mobile strategies for customer engagement
* CODB – customer oriented database: design & implementation
* Delivery – narrowcasting, online media solutions
* Services - print, social media, digital offer couponing
* Analytics and predictive content programs
* Offer management & redemption (print or POS/cash till) programs
Customer Metrics Framework
* Customer Segmentation Analysis
* Business Intelligence (Big Data Analytics)
* Customer Engagement Measurement
* Passenger Experience Index (PEISM)
* Customer Satisfaction (ASQ/CSQ)
We closely collaborate with both brand-name companies with proven products and with entrepreneurial start-ups which are creating the new capabilities and technologies. In this way, we are able to better help the aviation industry improve their relationships with their customers, both to improve customer service and to create a positive customer experience.
Viewed 187828 times so far.
Like this? Tweet it to your followers!