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PIETER DE VUYST
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
Research as a
CUSTOMER
SERVICE
SKYTEAM
AN INTERNATIONAL
ALLIANCE OF 20 AIRLINES
INSITES CONSULTING || CX SUMMIT 2016 - LONDON
20 business
models
20 languages
20 cultures
4
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
Premium CUSTOMER
SERVICE
20 airlines
+1.000 airports
+50M passengers
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
SOLID & RELIABLE
INSIGHTS
SKYPRIORITY
FEELING
COMPLEX BUSINESS
ENVIRONMENT
WHAT’S OUR CHALLENGE?
5.000 CUSTOMERS +1% FEELING VALUED 100% SUPPORT
1. 2. 3.
Research as a
CUSTOMER
SERVICE
EXCEEDING STANDARD
customer satisfaction RESEARCH IN 3 FUNDA-
MENTAL WAYS
INSITES CONSULTING || CX SUMMIT 2016 - LONDON
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
WELCOME IN
JFK International Airport
WELCOME IN
Schiphol Amsterdam Airport
WELCOME IN
Incheon International Airport
FROM ISOLATION
TO RELEVANCE
1. SOLID & RELIABLE
INSIGHTS
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
FROM ASKING
TO LISTENING
2. SKYPRIORITY
EXPERIENCE
Research as a
CUSTOMER
SERVICE
ACTIONABLE
STRATEGIC
INSITES CONSULTING || CX SUMMIT 2016 - LONDON
FROM INSIGHT
TO IMPACT
3. COMPLEX BUSINESS
ENVIRONMENT
Research as a
CUSTOMER
SERVICE
• In-app feedback
• Behavioural data
• CAWI
• Test group: n = 197
• Control group: n = 241
• Interviews & workshop
• Behavioural data
• CAWI
• n = 16
CUSTOMERS AIRLINES
MEASURING THE IMPACT
ONGOING
AD-HOC
INSITES CONSULTING || CX SUMMIT 2016 - LONDON
Research as a
CUSTOMER
SERVICE
5.000
5.000
CUSTOMERS
OBSERVATIONS
INSITES CONSULTING || CX SUMMIT 2016 - LONDON
1. SOLID &
RELIABLE
INSIGHTS
70% COVERAGE
8.000
30.000
98%
Research as a
CUSTOMER
SERVICE
THE POWER IS IN THE MIX
INSITES CONSULTING || CX SUMMIT 2016 - LONDON
+1%
+9%
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
target
2. SKYPRIORITY
FEELING
reached
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
CUSTOMER
CENTRICITY
THROUGH
COLLABORATION
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
“I think is very useful (…) because the
voice of the frequent flyer is heard.”
“I would recommend the use of this app
(…) so airlines can make improvements
that benefit all travelers.”
“I will definitely recommend the panel to
others cause it's the best way to send in
information.”
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
3. COMPLEX
BUSINESS
ENVIRONMENT
“The SkyPriority panel is very useful to
identify where we can improve to give the
very best service to our loyal customers.”
“The SkyPriority Panel
is a direct way of
changing mentalities.”
WE CHANGED THEIR
HEARTS, MINDS, ACTIONS.
Figure 6: Internal stakeholders were positive about the program across an array of measures
Research as a
CUSTOMER
SERVICE INSITES CONSULTING || CX SUMMIT 2016 - LONDON
83%
UNDERSTAND NEEDS
BETTER
78%
ENVISION STRATEGY
BETTER
95%
RELEVANT &
INSIGHTFULL DATA
Research as a
CUSTOMER
SERVICE
EMBEDDING THE PROGRAM AT
20 AIRLINES
INSITES CONSULTING || CX SUMMIT 2016 - LONDON
Research as a
CUSTOMER
SERVICE
FROM CUSTOMER SATISFACTION
INSITES CONSULTING || CX SUMMIT 2016 - LONDON
SOLID & RELIABLE
INSIGHTS
SKYPRIORITY
FEELING
COMPLEX BUSINESS
ENVIRONMENT
USABILITY
MOBILE APP
COMMUNICATION
WITH CUSTOMERS
SUPPORT IN
IMPLEMENTATION
TO CUSTOMER DELIGHT
Research as a
CUSTOMER
SERVICE
A
Context adds
RELEVANCE
Collaboration brings
SATISFACTION
Inspiration leads to
ACTION
KEY TAKE-AWAYS
INSITES CONSULTING || CX SUMMIT 2016 - LONDON
21
PIETER DE VUYST
