Leading, pace-setting airlines and airports are bound to place customer experience and quality of service at the heart of their customer-centric strategy.

In this context an impartial and independent assessment by the airline of its perceived customer experience and level of service can generate tremendous and tangible added value to airlines’ and airports’ management teams.

Among other benefits, the analysis will highlight the following benefits:

=> Compare the airline’s offering with industry standards and competitors’ offers
=> Guarantee attractiveness of customer‘s experience
=> Contribute to efficient and consistent delivery of services daily according to set specifications
=> Identify strengths and weaknesses in terms of products and services design and delivery
=> Highlight areas of value-adding enhancements in areas covered by the study
=> Improve travellers’ experience.


Scope of intervention

At the airline’s discretion, the study can either include a 360° qualitative review of the customer experience (covering each customer touch point on ground and in-flight) or be limited to a targeted list of specific features such as market, class of travel, identified customer touch point, specific product or service.

The analysis is conducted by experienced aviation professionals gathering simultaneously a wealth of information far surpassing the level of information obtained through any traditional mystery shopping techniques. As a consequence, the number of field measurements required to get a full picture of the service provided by the airline is dramatically reduced compared to the usual assessment practices, thus making the process more cost-effective with a greater return on investment.

The qualitative assessment captures details in daily operational delivery of customer experience far exceeding traditional ticking standard measures. Data gathered will feed a large number of departments including but not limited to marketing, quality, budget, brand, ground and in-flight operations, training, procurement.

All aspects of each and every feature/customer touch point is covered by the study: hardware, software, staff’s skills, impact on brand, working methodology, budget, etc.
Auditors operate in total independence from other industry stakeholders (ground handler, caterer, quality ranker, etc), thus guaranteeing full impartiality of their findings, analysis and recommendations.

ASC’s qualitative assessment of customer experience brings an external eye-opening and unbiased review of the airline’s performance. The analysis is a valuable complement to other internal initiatives such as in-house audits, customer satisfaction surveys, users feedbacks, audit from official quality ranking company, etc.
The study can be performed once or at regular intervals.


Deliverables

The project’s timeline includes 3 distinct phases:
=> Validation of the detailed scope of assessment and review of the airline’s current working documentation and procedures
=> Field audit conducted inspired mostly by the “mystery shopper“ methodology enriched with the expert vision brought by ASC’s experts to transform the assessment into a qualitative and comprehensive analysis
=> Reports delivery including detailed feedback of observations, validation of standards delivery, identification of customer experience strengths and weaknesses, gap analysis with best industry standards, comprehensive analysis of each customer touch point observed, recommendations for enhancements in all areas (design, processes, staff skills, image, etc).