“Experience Radar” Identifies Six “Experience Enhancers”
To Help Airlines Deliver Exceptional Customer Service
NEW YORK, February 21, 2012 ― Airlines that adopt a flyer-focused ‘values-based’ approach—coupled with a ‘quantitative DNA’ that examines experiences with an economic filter—can provide brand-defining travel experiences that can result in higher satisfaction, lower customer churn, expanded market share, and revenue growth drivers, according to PwC’s Experience Radar 2012: Customer Insights for the US Airline Industry. The report, based on the firm’s Experience Radar methodology, includes input from more than 6,000 U.S. consumers across 11 industries.
According to PwC, airline flyers, both leisure and business travelers, are well-connected to powerful social networks and digital purchasing agents, and are seeking information transparency with personalized experiences that can dynamically shift with their needs.
“As cost management becomes less of a differentiator for airlines, carriers are seeking to create a competitive advantage by strengthening ties to consumers through an improved customer experience,” said Jonathan Kletzel, U.S. transportation and logistics advisory leader at PwC. “Airlines that have a crystal-clear understanding of what flyers want, need and value most can be better positioned in the market, and can achieve a higher price premium.”
Identifying customer perceived value vs. company realized value
Unlike traditional market segmentation, PwC’s Experience Segments define categories for leisure and business flyers based on the features that they value most, along with their demographics and behavioral profiles. Once the segments are identified, Experience Radar ranks the flying features by relative importance to air travelers as well as the potential economic impact for carriers:
PwC’s methodology helps carriers translate the findings into a tangible action plan to create value for flyers and, in turn, can help grow top-line revenues. “Experience Radar captures the true consumer experience and identifies what matters most to them,” said Paul D’Alessandro, global Customer Impact practice leader for PwC. “Our rigorous study helps airlines and other consumer-oriented businesses develop an execution plan to ensure excellent customer experiences.”
To provide a “customer experience” roadmap for airlines, PwC identifies six ‘Experience Enhancers’ for airlines – practical actions designed to build and grow airlines’ businesses by delivering exceptional customer service. Examples of ‘Experience Enhancers’ include:
For more information and to download an electronic copy of Experience Radar 2012: Customer Insights for the US airline industry, visit http://www.pwc.com/us/en/advisory/customer-impact/publications/experience-radar-airlines-us-2012.html.
About PwC’s Global Transportation & Logistics Practice
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