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European Customer Experience World
Lisa Burger Head of Customer Experience
14/15 May 2013
Transforming the easyJet end-2-end Customer Experience
3
Transforming our Customer experience
easyJet is well known across Europe; we fly 60million passengers annually, across 30 countries. Our cause is to make travel easy and affordable for our customers. We are passionate about walking in our customers' shoes to ensure we understand what customers value, gather their insights and measure how well we execute the experience consistently. All this whilst maintaining our low cost business model and culture. I will share our story on how we focused on our people, who in turn began to focus on transforming the customer experience.
4
easyJet - Facts & Figures
Safety is easyJet's No 1 priority
We currently offer over 600 routes across 130 airports in over 30 countries. easyJet flies to 44 out of Europe’s 50 largest
airports
• We have the leading presence on Europe’s top 100 routes
easyJet operates 204 Airbus A320 & A319 aircraft, with an average age of 4.5years old.
easyJet took delivery of its 200th Airbus aircraft on 26 May 2011, becoming the world’s youngest and quickest airline to reach
a fleet of 200 Airbus aircraft
2012 - 58.4m passengers carried, of which 10m were business passengers
Employee 8,000 people, including 2,000 pilots and 4,500 cabin crew
easyJet offers fantastic value: on average we fly you 1100km for under £60.00
Awarded “Best Low Cost Airline ” at 2012 Word Airline Awards (SkyTrax gathers 19m votes across 200 airlines)
Carolyn McCall OBE joined as CEO July 2010
5
Our network
6
Making travel easy & affordable
It will help to drive the revenues up
It will help us to drive costs out
It is an enabler to achieving our
strategic objectives
It creates a competitive advantage
Customer is at the heart of what we do
7
Our values
Safety We never compromise on safety
Simplicity
We cut out the things that don’t matter to keep us lean
and make it easy
One team
Together we’ll always find a
way
Integrity
We stand by our word and do what we say
Passion
We have a passion for our customers, our people and
the work we do
Pioneering
We challenge to find new ways to make travel easy and
affordable
8
Leading transformational change
Customer was not considered in our decision making and was not
at the forefront of our priorities
Our people were focussed on key metrics, operational, commercial
and financial
• Safety & OTP is King!
What did the easyJet Customer Experience look and feel like ?
What does our desired Customer Experience look and feel like for
the future?
• Co-Creation workshops
• Insights (Customer Satisfaction)
• Our people
Lead a shift in mind-set and engage the hearts and minds of our
people
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Leading transformational change
easyJet – action and delivery, visual
• A picture tells a thousand words
Our customers and our people were able to help
us prioritise the fundamental stages in the e2e
journey that drove dissatisfaction
• Fix the basics & build CE foundations
• Put ourselves in our customers shoes
Insights into action
• Sort out the scrum at the gate
• Introduce allocated seating
• Give me information when its going wrong
• Mobile APP please!
Roadmap of short and long term activity
• Customer Board established
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Leading transformational change
The customer journey. This is a framework for looking
at the customer experience and breaking down the
individual components for focused management and
development. It looks at key stages of the journey,
enabling definition of key touch points and significant
consumer moments of truth..
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Transforming the e2e Customer experience
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Transforming the e2e customer experience
1.2.3 Online Check-In
My easyJet Commercialisation
Customer Comms
Auto Bag Drop
Mobile B/Pass Bag proposition
easyJet Plus
Customer Charter Disruption
• 3 easy steps to travel
• Navigate through the a/p
process
• Remove confusion
• Today at 92%
• Rebranded a/p
signage
• Rebuilt existing site
• Reduce call volume
• Easier/intuitive
• process
• Maximise opportunity
• Reminder during check-
in process
• Targeted/relevant
• Single customer view
• X
• Auto bag drop
trials underway
• Online check in is
an enabler
• Drive down cost
• Functionality built
• Test across 6 airports
• Customers cant wait!
• Cabin bag
evolution
• Logical hold
Luggage policy
• SG simplified
• eJ+ signage
• SB Check-in
replaced
• Upfront/exit
seats inc.
• 17K staff trained
• M&A champions
• Externalise the
promises
• Flight tracker & Live
updates launched 1.4m
hits 26/2
A/P of the Future • eJ ideal a/p of the future
design
• Technology enabled
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easyJet transition to 100% online check-in
An easyJet spokesman said:
an unspecified "transition period" would give passengers time to adapt to the new policy, but claimed that no plans were in place to charge a similar fee if they forget to check in online, or to print their boarding pass. "We try to be a bit more customer friendly than Ryanair, and hope passengers choose to check-in online without the threat of punitive charges," said spokesman.
“easyJet is always looking to make travel easier & more affordable. Online check in has proved popular with passengers, for whom it saves time queuing at the airport, and has helped easyJet keep its costs, & therefore its fares, low.“ He added that 80% of passengers already choose to check in online, and that the move was aimed at making the airport journey quicker for all.”
14
Marketing Director, Peter Duffy said: “We know from passenger feedback that it will be a popular addition to our award-winning app. Building on the success of the app, which is the fastest airline app on the market, mobile boarding passes is the next important step in our aim to make travel easy and affordable.”
Developing our Award winning App
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Pull:
Data
Driven
Loyalty
Conversion
We started here: Using email to deliver ‘one-size fits
all’, predominantly sales-driven
messages.
Highly targeted and
relevant
Push: Broadcast One message and sales
driven
Re-purchase
We will end up here: A targeted, intuitive, customer-driven
travel experience
Optimising our direct marketing with the customer in mind
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Hotel cross-sell Car cross-sell Families (infant and
non)
Getting organised BOSS
upsell
To and from the
airport
APIS 48 hours to
go
Online
check-in
Customer contact strategies We have launched a leisure customer contact strategy with the following objectives:
• Commercial - increase revenue from live bookers
• Customer - make travel easier and more enjoyable by providing a blend of operational, customer service and ancillary messaging at
relevant points in the run up to your flight
Building on the foundations of the above we are now:
• Optimising the leisure programme
• Developed a business programme
• Developed segmented versions – e.g. frequent flyer /easyJet Plus card holders
17
Leading transformational change
The customer charter. This is a behavioural framework
focused on setting standards for how our customer
facing people (in the broadest sense) deal with
customers.
18
How we created our Customer Charter
We held 10 workshops & follow-
ups with 300 of our customer
facing people to gather visions for
the charter
• > 100 contact centre agents
• 45 cabin crew
• 12 pilots
• 117 partners from top 30
Airport & ground ops
companies
Customer feedback was an
essential input into the workshops
Align with Brand Values
Exploration
19
20
How we created our Customer Charter
We held 10 workshops & follow-
ups with ~ 300 of our customer
facing people to gather visions for
the charter
• > 100 contact centre agents
• 45 cabin crew
• 12 pilots
• 117 partners from top 30
Airport & ground ops
companies
Customer feedback was an
essential input into the workshops
We consolidated & themed output
across all functions
• 5 clear themes emerged
• Each theme is supported by a
set of promises
Exploration Consolidation
21
Our Customer Charter making travel easy and affordable
safety first, we never compromise • Your safety and security is our number one priority
on your side, we see it from your point of view • We recognise your time is important
• We don’t assume we know best
• We make our decisions with you in mind
• We appreciate your needs and wants
• We will be your voice and champion your cause
a big smile, friendly service is our passion • Making you feel confident and at ease is at the heart of what we do
• A friendly, helpful and knowledgeable team awaits you
• We listen to you and help by providing options and solutions
• You want to arrive on time and with your baggage – we want that too!
make it easy, at every step • We tell you what to expect and what happens next
• You can chose the way you want to communicate with us
• We make information easily available to you
• We act on your feedback
open & upfront, we will always be straight with you • We believe in keeping you informed at all times
• We communicate with you in a truthful and clear way
• We admit when we get it wrong and say sorry
our
promise
to you
22
Making travel easy and affordable
23
How we created our Customer Charter
We held 10 workshops & follow-
ups with ~ 300 of our customer
facing people to gather visions for
the charter
• > 100 contact centre agents
• 45 cabin crew
• 12 pilots
• 117 partners from top 30
Airport & ground ops
companies
Customer feedback was an
essential input into the workshops
We consolidated & themed output
across all functions
• 5 clear themes emerged
• Each theme is supported by a
set of promises
We ensured alignment of themes
with people values & brand values
Board signed off
Customer charter
Apr 2012
Rollout and implementation plans
agreed with each area
commenced Summer12
embedded into induction, training,
recurrent, appraisal, reward &
recognition
Exploration Consolidation Alignment
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Integration with our Brand Values
Internal
Value
Descriptor
Safety first We never compromise on
safety.
One team
Together we’ll always find a
way.
Integrity
We stand by our word and
do what we say.
Simplicity
We cut out the things that
don’t matter to keep us lean
and make it easy.
Pioneering
We challenge to find new
ways to make travel easy and
affordable.
Passion
We have a passion for our
customers, our people and
the work we do.
Customer Promise Descriptor
Safety first We never compromise on
safety.
On your side We always see it from your
point of view.
Open & upfront We will always be straight
with you.
Make it easy We make it easy at every
step of your journey.
A big smile Friendly service is our
passion.
25
“Very proud to be part of it”
“Very valued to be part of
this”
“Lots of time and effort has went (gone)
into this. Feel very proud to be a part of it”
“Feel proud to be part of something which will help to
move the company forwards”
“Proud to write some history for a
great brand!”
“We made easyJet history”
26
Implementing the customer charter AROUND 17,000 of our staff on the front line have been educated around the charter
• 3,600 Cabin Crew
• 4,800 have attended base
roadshows/workshop
• 1,400 Captains & FO’s
• Over 9,929 front of house customer
facing staff
• 458 Contact Centre agents in Poland &
India
• In addition for 98 airports have
completed train the trainer classroom
sessions
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How do you bring to life the charter in your role?
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Ground Ops Walking in their Customer Shoes
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Introducing our pledge site
• Pledges reviewed every day
• Customer Experience Team moderate
and approve
• Group pledges by area or promise
• We will publish by team/area regularly
• 282 pledges in the first 5 days
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Externalising our charter promises
31
My final thought…
“The key to successful leadership today is influence, not
authority”
Kenneth Hartley Blanchard
Thank You
Q&A