Air Transport IT Summit 2013 - www.sitasummit.aero - @sitasummit

1. europe by easyJet
Best B2C app
Grand prix Best in show
Marketing on Mobile Awards 2013
Best Low Cost Airline
Business Traveller Awards 2012
(12th year in a row)
Most innovative use of technology at
the boarding gate
Future Travel Experience Awards 2012
Europe’s Leading Low Cost Airline
World Travel Awards 2012
Most Effective mobile Application
Effective Mobile Marketing Awards 2012

2. Customer journey
Key Measures> Customer Satisfaction
> Booking
> Airport experience
> In flight
> Disruption
> Overall satisfaction
> Brand Tracker – “prefer easyJet”
> OTP
contact
disruption
attract booking check-in boarding in flight arrivals
> Customer Charter
•Treated me like an individual
•Open and upfront
•Friendly
•Seemed to care that I had a good experience
•Made things easy for me

3. ATTRACT
future
> Clear pricing
> Tone of voice
> Previous bad
experiences
Moments that Matter Customer Satisfaction
Measures
> Likelihood to
recommend
> Consideration
• Television/Radio/Cinema • Press • Email • Web
Business Performance
Measures
> Conversion through
emails
> Conversion through
online banners….

4. Attract

5. Booking
today future
> Ease of making and
amending bookings
> Booking funnel
> Clarity of information
Moments that Matter Business Performance
Measures
> Website availability
> No of non-unique web
visits received
> Booking rate % per visit
> Contact Centre Conversion
> Mobile App downloads
Customer Satisfaction
Measures
> Satisfaction with
the booking process
> Indirect channel
satisfaction
• App • easyJet.com • Contact centre/sales desk
• Travel agent / GDS
My easyJet Confirmation email Boarding Pass

6. today future
> Queues at check-in
> Help for SA
passengers
> Speedy Boarding
benefits
> Bag policies
Moments that
Matter
Business
Performance
Measures
> % checked in online
> Airports accepting
mobile boarding
passes
Customer Satisfaction
Measures
> Satisfaction with:
•Ease of online check in process
•Ease of using bag drop
•Ease of finding the correct
check in desk
•Length of time spent queuing
•Friendliness of check in staff
• Navigate to check-in/departures (STS)
• Check-in SB • Check-in (full) • Bag Drop
Check-in

7. Airport bag drop signage Airport gate signage
1.2.3. incorporated into Airport signage

8. Boarding
today future
Moments that Matter Business Performance
Measures
> Whole process time
> Max hold time
> Turn performance
> No of Cabin Baggage
taken at the gate
Customer Satisfaction Measures
> Satisfaction with boarding process
> Satisfaction with:
•Availability of information re
boarding time
•Clarity of announcements
•Level of control over boarding
process
•Friendliness of boarding staff
• Call to gate • Walk/Train • Boarding gate
• Wait at gate • Walk/bus • Board aircraft
> Sitting with friends
and family
> Getting preferred
seat
> Having my cabin
bag close to my
seat
> Speedy Boarding

9. In flight
today future
Moments that Matter Business
Performance
Measures
> First wave within
3min
> Cabin Safety
Report
> Turn Performance
> Spend per head
Customer Satisfaction Measures
> Satisfaction with:
•Location of seat
•Ease of storing luggage
•Cleanliness & tidiness of aircraft
•Temperature in cabin
•How safe & secure you felt
•Personal farewell from cabin crew
•Friendliness of crew
•Range of food/drink items available
• Locate seat • Secure Cabin Baggage • Safety Demo
• In-flight magazine • Boutique/Bistro • Disembark
> Friendly and helpful
service
> Availability/quality of
onboard food & drink
> Handling of disruptive
passengers
> Final descent
We aspire to become a Café in the Clouds

10. contact
today
Moments that
Matter
Business Performance
Measures
> Contact centre measures
> No of Pax cancelled
> No of Pax delayed by 3+
> No of Pax diverted
> Disruption emails sent
> Disruption texts sent
> Cost of compensation
• Main CSAT survey • Mobile survey • CRM activity
• Inbound calls to contact centre • Contact Centre survey
> Pre-flight info
> Post-flight
contact
> Airport
presence
> Customer
service
today
Customer Satisfaction
Measures
> Contact centre measures
> If delayed ... satisfaction with:
•Availability of information
•Frequency of announcements
•Consistency of information
•How you were looked after
during the delay
•Overall satisfaction with service

11. Customer journey
Where next for collaboration?
> Share schedule, stand planning and
customer information
> Jointly track progress through the airport
> Join up information, particularly in disruption
> Share services to drive satisfaction and
returns
contact
disruption
attract booking check-in boarding in flight arrivals
> Customer Charter
•Treated me like an individual
•Open and upfront
•Friendly
•Seemed to care that I had a good experience
•Made things easy for me

12. DISCLAIMER
Any use, republication or redistribution of this content is
expressly prohibited without the prior written consent of
the Author. Permission to copy and reproduce content
may be granted by the author, at their discretion, and
by request only.
Source: presentation of Trevor Didcock, Easyjet
at the 2013 SITA Air Transport IT Summit, Brussels.
2013 Air Transport IT Summit