For much of the history of air travel, the passenger experience was fairly uniform: travellers would visit an agency or website to book their tickets, they would be funnelled through an airport and onto an aeroplane which was largely identical to any other. But, this picture of air travel is increasingly outdated, and airlines are beginning to offer an ever more personalised passenger experience.
Let’s look at what we mean by personalisation in the airline industry, before exploring how it can be put into practice at different stages of the customer journey.
According to a report by market research firm Foster & Sullivan, a personalised customer experience will be the key differentiator between brands by 2020 – overtaking both price and product as the principal consideration when people make purchasing decisions. Offering a personalised experience is now easier than ever as companies can tap into a wealth of data about their customers, and therefore provide them with services which most suit their needs and desires.
Gone are the days when all customers received the same marketing messages, when they received the same level of customer care, when everyone who bought a product got the same experience. Digital technology means almost any customer-facing company can now offer its clients a truly personalised service – meaning that those which fail to do so will be left behind.
When we look at the aviation industry, personalisation is a key driver behind – and goal of – airline digital transformation. Airlines that can use technology to offer a more personal passenger experience can expect to increase loyalty and grow their profit margins.
For better or worse, ‘personalisation’ has become something of a buzzword across industries in the last couple of years. Fundamentally, it is about using digital technology that can crunch through all your data to help you offer customers perks, information and services which make their journey more enjoyable and which makes them feel like you care about them.
Personalisation is difficult to define, however, because it means so many things, and applies in different ways at different stages of the customer’s journey. It might be easier to illustrate the value of personalisation by comparing a ‘standard’ passenger experience with something more personalised.
‘Standard’ passenger experience
‘Personalised’ passenger experience
There are of course limitations of personalisation, and airlines need to find a balance between seeming ‘creepy’, versus offering targeted material which clients will really value. At the same time, combining all the data you own on customers from your multiple different sources can prove hugely challenging – although read our recent blog on Data, Customization and the Airline UX to see how you can overcome some of these obstacles.
There is enormous scope for personalising the passenger experience right throughout the customer journey. Let’s look at how airlines can personalise all three stages of a traveller’s journey: pre-flight, in-flight and post-flight.
Before the customer has even boarded the plane, there are countless potential ways of offering them a personalised experience. Some of the most obvious potential ‘moments’ for pre-flight personalisation include:
By detecting patterns in your passengers’ behaviour when they visit your website, you can begin to segment them and suggest more appropriate offers. For example, you might notice that a certain profile of customer never pays for additional luggage, a second group sometimes does, and a third group will always pay for additional bags. This would allow you to offer more targeted messages to the second group, such as a ‘one off’ discount on luggage.
No one wants to feel spammed with car hire or hotel deals they are not interested in - yet at the right time, these offers are appreciated. A personalised system could recognise whether a passenger is just on the market for a cheap flight ticket and has no interest in additional sales, or if they may well be open to the additional option of booking a hotel at the same time.
Once a passenger is seated, there are plenty of ways of making their experience more comfortable through a personalised service:
When airlines have spare seats in business class, cabin crew often offer upgrades either randomly or on a ‘first come, first served’ basis. But, if the cabin crew could use a tablet to see that it is a certain passenger’s birthday or identify which passenger had a poor experience or which one has the best value for the company, and offer the upgrade as a treat, the passenger experience becomes much more personalised
Does Mr Schmidt seem to buy the same perfume for his wife on his bi-annual trip to Singapore? Why not offer him a personalised experience? Perhaps a suggestion for a different perfume, or a small discount to thank him for his regular custom
Say one of your customers has a five hour connection before their next flight. A personalised passenger experience would recognise the individual’s long waiting time, and offer a discount in your airline’s passenger lounge via an SMS or email
Finally, there are numerous opportunities for improving the passenger experience post-flight too:
Losing luggage can be highly distressing for customers. But, an airline that offers a personalised experience can give that customer much more peace of mind. Push notifications which the customer receives via email or SMS could inform them of the physical location of their bags at any one time so they understand where it is and how long it will take to receive it
There’s huge potential for providing improved personalisation with post-flight marketing emails which improve engagement with your brand. Think a “welcome home from your trip” SMS, or an email proposing by anticipation a compensation in case of disruption instead of being reactive to a complaint..
The scope for improving the passenger experience by offering a personalised service is enormous. And with improved digital tools like ConztanzOne, it is easier than ever to draw together data from multiple in-house and external sources that help you create this kind of personalised passenger experience.
To learn how personalisation fits into your wider airline digital transformation, read our comprehensive guide today.