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Differentiating at the right journey touchpoints is the key to value creation
Pre - flight
In - flight
Post - flight
The segment demonstrates an average performance with a potential for differentiation across FFP and money saver offerings
Q1 - Was my booking and check-in experience with the airline seamless?
Key Insights
Customers value on-time performance
There is considerable variability in ratings across brands, particularly across Frequent Flyer Program (FFP) and value for money offerings. Therefore, brands should focus on differentiating their customer experience in these areas
- “I just want points to be reimbursed against my bookings or airline specific privileges. I will never remember to avail any rewards on clothes and shopping”
- “The app should have my history of seat bookings and pick automatically book that seat using points”
- “I already pay for lounge access through my credit cards, so I will not be willing to pay again as membership”.
In-flight, customer values timely communication on delays and entertainment services at-par with the international carriers
Q2 - Did the inflight experience meet my expectation?
Key Insights
Domestic airlines have been rated low on In-flight entertainment vs foreign airlines. This might be an indicative of Indian travelers preferring foreign airlines when opting for overseas travel
- “Beyond in-flight entertainment, if I can get on airport entertainment as well”
Domestic airlines are also rated lower vs International carriers on quality and range of food
- “For two or two and a half hours flights, it’s better to not serve food vs serving cold food. Just good tea coffee will suffice”
Customers value timely communication on delays as it helps them plan the next step of the journey
- “As a business traveler, my only requirement is that the flight leaves on time. I do not want anything else under in-flight experience”.
Post-flight experience is consistent across carriers indicating customer expectations have not changed over time
Q3 - Was my post-flight experience hassle-free?
Key Insights
Customers expect prompt support and response and responsible baggage handling–
- “While traveling with Carrier A, my luggage was misplaced. Although it was eventually found, the airline did not take immediate action and offered little assistance. They directed me to check elsewhere”
Organised deboarding is the last interaction customer has with the brand and is essential to close in on an overall great experience
Striking the right balance between delighting customer and the cost of servicing them is key to maximising value
Performance of the segment on prioritised experience attributes
Omnichannel services and hospitable staff are the key attributes where brands are meeting customer expectations. Other priority attributes include -
- Customers prioritise carriers that offer competitive pricing and discounts, allowing them to save money on travel expenses.
- Carriers that offer flexible booking options, including no or low change fees, make it easier for customers to manage their travel plans without incurring additional costs.
- Multiple route options enable passengers to choose the most convenient and time-efficient flights, reducing overall travel time
- Modern aircraft equipped with state-of-the-art amenities provide passengers with a more comfortable and luxurious flying experience, which go together with safety and reliability.
Overly complex and restrictive redemption process makes it difficult for travelers to utilise their rewards in a convenient and straightforward manner, thereby leading to frustration and decreased loyalty to the program.
Low performance of the segment across prioritised experience attributes can be mapped to low customer retention
Customer segmentation based on satisfaction and loyalty
(percentage share of respondents)
Customer retention is dependent on their satisfaction with the brand and their tendency to explore alternatives. ‘Ambassador’ are highly satisfied customers who will keep contributing to the brand’s success. ‘Switchers’ on the other hand, are always seeking better options. ‘Critics’ as the third segment, actively convey negative feedback about the brand, if not satisfied. Finally, ‘Dependents’ are customers who remain loyal despite low satisfaction due to lack of alternatives in the market.
52 per cent of the customer base are ambassadors as their brand of choice meets their expectations on –
- Responsive customer support
- Aircraft and associated amenities
However, 46 per cent of the consumers are likely to substitute their preferred brand if it fails to meet their expectations on –
- Hospitality by staff
- Safe and reliable operations by the carrier
The key attribute driving both ambassadors and switchers for the Airlines segment is quality customer support
Despite highest weightage of ‘Expectation’ pillar in defining customer experience, fulfilment on the requirement is lowest
Performance across the propreitary Six pillars of Customer Experience
(Weightage of the pillars to the overall experience requirements)
Expectation (22 per cent) and Integrity (19 per cent) are the key pillars of experience while making a purchase decision
Within expectation, the top attributes driving a great experience are -
- Consistent availability of airlines across multiple schedules and routes attracts more travelers, resulting in increased bookings and higher revenue.
- Meeting expectations on cabin comfort and other service offerings, results in word-of-mouth recommendations from satisfied travelers can further enhance the airline's reputation
Within integrity, the top attributes driving a great experience are -
- Trusted operations build customer confidence in the airline's ability to deliver reliable and safe services.
- Open availability of information is vital during crisis management like delays, cancellations, or emergencies.
- Airlines that prioritise transparency and open communication foster a positive brand image. Customers are more likely to choose an airline they perceive as honest and dependable.
Customers prioritise ‘Expectation’ pillar however, their willingness to pay a premium is higher for ‘Empathy’ pillar
The top 5 experience attributes influencing the customer’s willing to pay a premium
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Empathetic service and support from airline staff across online/ offline channels
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Consistent delivery on high-end aircraft, fully integrated with latest amenities
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Easy to use customer support with responsive and good resolution
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Operations by trusted carrier which is well recommended within the social circle
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Complete delivery on the expectations from product/ service for the money paid
An individual’s willingness to pay a premium is driven by immediate needs. As the today’s customer evolves, the focal aspects of premiumisation has shifted from functionality to experience. These aspect may as well translate as personalised convenience, omnichannel browsing or even exclusivity in customer support.
- 30 per cent of the customers, primarily leisure travelers, would pay more for an airline ticket with better service as they value the enhanced comfort, convenience, and overall travel experience it provides.
- 29 per cent of the customers would pay more for better aircraft and latest amenities translating into cabin comfort
- Considering the recent cases of aircraft malfunctions, it is evident that travel safety has become a key requirement with at least 29 per cent of the of the customers willing to pay more for the same ticket in a trusted airline vs a new airline
- 28 per cent would pay more for a responsive customer support in getting hassle-free seat changes, refunds and reschedules
“With offerings like aisle seating, priority check-in and baggage allowance, only I will join a Loyalty program”.
Our customer experience (CX) insights across sectors
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