TNS NIPO seminar 13 mei 2014: AIR FRANCE KLM presentatie

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Binnen de luchtvaartbranche is klantgerichtheid een belangrijk strategisch thema. Veelal wordt daarbij mystery shopping onderzoek ingezet waarbij traditioneel professionele mystery shoppers worden ingeschakeld om op specifieke vluchten de dienstverlening te evalueren. AIR FRANCE KLM is in 2013 de uitdaging aangegaan om haar mystery shopping onderzoek naar de 21e eeuw te brengen. Echte klanten in plaats van ingehuurde professionals. Het gehele netwerk in plaats van een vooraf bepaalde steekproef. Een speciaal ontworpen app in plaats van een papieren checklist. TNS NIPO en AIR FRANCE KLM vertellen hoe zij met dit, binnen de luchtvaartsector innovatieve concept, customer centricity naar een nieuw niveau hebben gebracht.

Marketing Business Technology

Van start tot landing:
Innovatief AIR FRANCE KLM
Mystery Shopping programma
13 mei 2014

Introductie2
Bedrijfseconomie in
Rotterdam (EUR),
Commerciële
Beleidsvorming
Werkzaam bij TNS NIPO sinds
1999
Functie: Account Director
Expertise: Customer,
Employee, Reputation
• Mystery Shopping
• Klanttevredenheid
• Loyaliteit
ISALT in Brussel
Hogeschool
Toerisme
& Recreatie
Werkzaam bij KLM sinds
1981
Functie: Quality Manager
Expertise: Klanttevredenheid
• Mystery Shopping
• Communicatie
• Loyaliteit

Topics / agenda
• eSCORE & Quality Observer
• Measuring service conformity: Quality Observer
• Unlocking results into the organization
• Learnings

&
Two joint AF KL programs
Signage in place
(service conformity)
Objective measurement
 “I like the efficiency”
(customer appreciation)
Subjective measure-
ment
4

Three dimensional framework5
Strategic
Operational Customer
Relevance
• Strategic: Highover
• Operational: Detail
• Customer Centric:
correlation between the
programs

Key success factors
• Commitment on operational (shop floor) level
→ Support is of vital importance
• Formulate specifications in an actionable way
• NO ivory tower
• Use additional information to finalise setup
→ From stakeholders
→ Creating better quality
• Aim to offer customers worldwide a consistent high
quality in service and product
6

From mystery shopper to Quality Observer8
Shoppers
Coverage
Flexibility
Link to eSCORE
Processing
100%60%

From theory to practice9
Specifications / checklist
Operational stakeholders
 Support
 Actionability
Customer
Marketing eSCORE
Focus on
 Behaviour
 Service
Final setup
derived
sources

Complete the test
survey
Download the app
Watch introduction
video
Community
registration
Screening of
Flying Blue
members
Quality Observer – Activation process10

Quality Observer – Process steps
(fully automated)
11
The overall objective is to have (at least) one Quality Observation per station once
every week (in total app. 26,500 Quality Observations).
Passenger
data
Sampling
plan
Sample
invited
Quality
Observer
Trip
Finalisation
Reporting
tool
Check-in
Lounge
Boarding
Inflight
Arrival

From specifications & survey questions to
results
For some product questions
photo option included
All results to online
reporting tool
All questions in exclusive app
15

eSCORE & Quality Observer reporting Tool
Dapresy reporting tool is a friendly Web-based reporting tool
Details per country
Dashboard with selection possibilities
Word Cloud and
spontaneous verbatims
17

A single dashboard is not enough18
• Highover Management report
• Specific details for operational
level
But also:
• Monthly newsletter (infographic)
• User fora
• Continuous presence in meetings

What are our learnings?
• Keep it simple (intuitive tool)
• Take care of ‘the engaging factor’
• Share feedback & learnings as frequent as possible
•  1,000 words
20
Quality Observers
Users

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TNS NIPO seminar 13 mei 2014: AIR FRANCE KLM presentatie

1. Van start tot landing: Innovatief AIR FRANCE KLM Mystery Shopping programma 13 mei 2014

2. Introductie2 Bedrijfseconomie in Rotterdam (EUR), Commerciële Beleidsvorming Werkzaam bij TNS NIPO sinds 1999 Functie: Account Director Expertise: Customer, Employee, Reputation • Mystery Shopping • Klanttevredenheid • Loyaliteit ISALT in Brussel Hogeschool Toerisme & Recreatie Werkzaam bij KLM sinds 1981 Functie: Quality Manager Expertise: Klanttevredenheid • Mystery Shopping • Communicatie • Loyaliteit

3. Topics / agenda • eSCORE & Quality Observer • Measuring service conformity: Quality Observer • Unlocking results into the organization • Learnings

4. & Two joint AF KL programs Signage in place (service conformity) Objective measurement  “I like the efficiency” (customer appreciation) Subjective measurement 4

5. Three dimensional framework5 Strategic Operational Customer Relevance • Strategic: Highover • Operational: Detail • Customer Centric: correlation between the programs

6. Key success factors • Commitment on operational (shop floor) level → Support is of vital importance • Formulate specifications in an actionable way • NO ivory tower • Use additional information to finalise setup → From stakeholders → Creating better quality • Aim to offer customers worldwide a consistent high quality in service and product 6

8. From mystery shopper to Quality Observer8 Shoppers Coverage Flexibility Link to eSCORE Processing 100%60%

9. From theory to practice9 Specifications / checklist Operational stakeholders  Support  Actionability Customer Marketing eSCORE Focus on  Behaviour  Service Final setup derived sources

10. Complete the test survey Download the app Watch introduction video Community registration Screening of Flying Blue members Quality Observer – Activation process10

11. Quality Observer – Process steps (fully automated) 11 The overall objective is to have (at least) one Quality Observation per station once every week (in total app. 26,500 Quality Observations). Passenger data Sampling plan Sample invited Quality Observer Trip Finalisation Reporting tool Check-in Lounge Boarding Inflight Arrival

12. Quality Observer: coverage of network12

13. How to keep the observers committed?13

14. “My comments will really change things” (Platinum member AF, Germany) “Getting a bit involved makes flying more interesting. Anything that improves service levels is positive” (Platinum member AF, UK) “ The possibility to take part on an exclusive panel and to provide a reliable information to the companies in order to correct some errors or incidents that may occur during a flight” (Silver member AF, Spain) “I am flying anyway and the extra work is relatively small. I think it would be fun to participate and observe more consciously the different process and quality aspects” (Platinum member KL, Germany) Quality Observer: Positive impact on the brand image of both AF and KL 14

15. From specifications & survey questions to results For some product questions photo option included All results to online reporting tool All questions in exclusive app 15

16. Unlocking results into the organisation

17. eSCORE & Quality Observer reporting Tool Dapresy reporting tool is a friendly Web-based reporting tool Details per country Dashboard with selection possibilities Word Cloud and spontaneous verbatims 17

18. A single dashboard is not enough18 • Highover Management report • Specific details for operational level But also: • Monthly newsletter (infographic) • User fora • Continuous presence in meetings

19. Learnings

20. What are our learnings? • Keep it simple (intuitive tool) • Take care of ‘the engaging factor’ • Share feedback & learnings as frequent as possible •  1,000 words 20 Quality Observers Users

TNS NIPO seminar 13 mei 2014: AIR FRANCE KLM presentatie

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