SkyTeam, one of the largest international airline alliances, launched a pilot customer centricity project for their key product – SkyPriority. The pilot project used an innovative approach designed to evoke a feeling of customer centricity through research. Following the pilot implementation, we looked back and found a positive impact on high value customers and SkyPriority managers. Customers felt they could better collaborate with SkyTeam, and more importantly, they felt more valued as customers when compared to people who did not take part in the program. Airline managers also had a positive perception of the project and reported improved implementation of the SkyPriority product.

1. 1
PIETER DE VUYST
DAVID VAN DONGEN
FARREL STYERS
ANNELIES VERHAEGHE

2. Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS

3. Research as a
CUSTOMER
SERVICE
SKYTEAM
AN INTERNATIONAL
ALLIANCE OF 20 AIRLINES
INSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
20 business
models
20 languages
20 cultures

4. 4
Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
Premium
CUSTOMER
SERVICE
20 airlines
+1.000 airports
+50M passengers

5. Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
SOLID & RELIABLE
INSIGHTS
SKYPRIORITY
FEELING
COMPLEX BUSINESS
ENVIRONMENT
WHAT’S OUR CHALLENGE?
5.000 CUSTOMERS +1% FEELING VALUED 100% SUPPORT
1. 2. 3.

6. Research as a
CUSTOMER
SERVICE
EXCEEDING STANDARD
customer satisfaction
RESEARCH IN 3 FUNDA-
MENTAL WAYS
INSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS

7. Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
WELCOME IN
JFK International Airport
WELCOME IN
Schiphol Amsterdam Airport
WELCOME IN
Incheon International Airport
FROM ISOLATION
TO RELEVANCE
1.SOLID & RELIABLE
INSIGHTS

8. Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
FROM ASKING
TO LISTENING
2.SKYPRIORITY
EXPERIENCE

9. Research as a
CUSTOMER
SERVICE
ACTIONABLE
STRATEGIC
INSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
FROM INSIGHT
TO IMPACT
3.COMPLEX BUSINESS
ENVIRONMENT

10. 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 – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS

11. Research as a
CUSTOMER
SERVICE
5.000
5.000
CUSTOMERS
OBSERVATIONS
INSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
1.SOLID &
RELIABLE
INSIGHTS
70%
COVERAGE
8.000
30.000
98%

12. Research as a
CUSTOMER
SERVICE
THE POWER IS IN THE MIX
INSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS

13. +1%
+9%
Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
target
2.SKYPRIORITY
FEELING
reached

14. Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
CUSTOMER
CENTRICITY
THROUGH
COLLABORATION

15. Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
“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.”

16. Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
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.”

17. WE CHANGED THEIR
HEARTS, MINDS, ACTIONS.
Figure 6: Internal stakeholders were positive about the program
across an array of measures
Research as a
CUSTOMER
SERVICEINSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
83%
UNDERSTAND NEEDS
BETTER
78%
ENVISION STRATEGY
BETTER
95%
RELEVANT &
INSIGHTFULL DATA

18. Research as a
CUSTOMER
SERVICE
EMBEDDING THE PROGRAM AT
20 AIRLINES
INSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS

19. Research as a
CUSTOMER
SERVICE
FROM CUSTOMER SATISFACTION
INSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS
SOLID & RELIABLE
INSIGHTS
SKYPRIORITY
FEELING
COMPLEX BUSINESS
ENVIRONMENT
USABILITY
MOBILE APP
COMMUNICATION
WITH CUSTOMERS
SUPPORT IN
IMPLEMENTATION
TO CUSTOMER DELIGHT

20. Research as a
CUSTOMER
SERVICE
A
Context adds
RELEVANCE
Collaboration brings
SATISFACTION
Inspiration leads to
ACTION
KEY TAKE-AWAYS
INSITES CONSULTING – SKYTEAM || ESOMAR CONGRESS 2016 – NEW ORLEANS

21. 21
PIETER DE VUYST
DAVID VAN DONGEN
FARREL STYERS
ANNELIES VERHAEGHE