XPotential has been taking a keen interest in Integrated Communications and how they contribute to a better consumer journey and a stronger brand. Then one of our associates sent us a funny YouTube video of ANZ's Richard Simmons "Fit to Fly" video and we soon found out that Air New Zealand provides a great example of an integrated consumer journey.

1. Air
New
Zealand

2. Air New Zealand
Improving every step of
the consumer journey
Katie Mason, July 2011

3. Introduction
 Air New Zealand takes a keen focus on the customer and their
needs, creating magic moments at every step along the customer
journey. This presentation examines the ways that Air New
Zealand has put this focus into action
©XPotential 2011
3

4. Introduction
Contents
5
Executive Summary
6
An Overview of Air New Zealand’s Brand Values
10
Internal Communications
13
The Consumer Journey Loop
15
Using Brand Touch Points to Stand Out from the Rest of the Consideration Set
21
Making Active Evaluation Easy
24
Post-Purchase Touchpoints; Where the Relationship Begins
30
Growing the Loyalty Loop
33
Summary
©XPotential 2011
4

5. Executive Summary
Through implementing clear, relevant and unique values, Air New Zealand succeeds in creating
magic moments to make the most of every touchpoint on the consumer journey loop (including
post-purchase)
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By using a customer-centric approach to designing
and improving their experience ANZ creates
opportunities to delight customers, e.g. lighthearted design features, special concierge staff to
take care of travellers to the fullest extent
ANZ stand out from competitors in the consideration
set and through the active evaluation stage with
engaging and entertaining communications that are
true to the brand values and personality (e.g.
Nothing to Hide body paint campaign), including
activities that boost publicity such as the pink flight


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©XPotential 2011
The common negative impact of rigid,
bureaucratic and frustrating service procedures
is reduced by giving staff the freedom and
power to make decisions and be themselves
when they are serving customers
Friendly “can do” service is fortified through
creating a good relationship with employees,
e.g. by rewarding an extra day off for winning
Airline of the Year
By continuing to make the most of every
touchpoint consumers have with the brand,
ANZ earns positive reviews and WOM, which
feed back into loyalty and image to potential
customers
5

6. An Overview of Air New
Zealand’s Brand Values
Guiding the business to make the most of
each touch-point on the consumer
journey:
“Welcome as a friend”
“Can do”
“Be yourself”
“Share your New Zealand”

7. Service – “Welcome as a Friend”, “Can Do”
By giving employees the freedom to be friendly, ANZ create the opportunity to make a good,
human impression at crucial touch-points in the consumer journey, rather than negative
impressions from rigid and impersonal service

True to their heritage, ANZ used consumer insights
into what behaviours people believed to be
intrinsically kiwi to develop the values that shape
the business

The value “Welcome as a friend” embodies the
informal, warm and helpful Kiwi style of service that
ANZ work towards, described in one campaign as
“Informal Elegance”

To bring to life “welcome as a friend” and “can do”,
ANZ empower their employees, trusting them and
lifting the restriction of scripted rules and processes
which would hinder their natural, honest approach
customer service.

Employing like-minded people enables ANZ to put
trust in them to maintain their values. “We stay
ahead of the game by employing people who share
our passion for excellence, our vision for the future,
and who have the right attitude”
www.airnewzealand.com

The brand characteristics are kept top-of-mind
across internal communications. Staff are
encouraged to share their stories relating to the
values on the ANZ intranet, and to nominate
colleagues they believe are worthy of the “We’re
Impressed” awards, feeding back into the
friendliness value and motivating employees to
adopt it

Through this characteristic friendliness, ANZ has
earned the title of “New Zealand’s most
attractive employer” (Ranstad)
©XPotential 2011
7

8. Differentiate – “Be Yourself”
Through taking the approach of “Be yourself” ANZ differentiate themselves from competing
airlines and create opportunities for memorable moments across consumer journey
touchpoints

ANZ is a national flag carrier, with great
importance to the country. Being the first and
last point of contact for many visitors, ANZ is a
representative of the nation. Therefore, Rob
Fyfe (CEO) decided it was important for ANZ to
embrace it’s “Kiwi” background

“We operate this airline in a New Zealand way –
we’re not trying to emulate a Singapore Airlines
or a McDonald’s. We’re trying to go out there be
authentic Kiwis and give people a real genuine
New Zealand experience,” says Fyfe
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ANZ strives to reinforce the Maori aspect of the
country’s culture, which helps to differentiate
them from other air lines, they even have a
Maori Cultural Ambassador and a Kapa Haka
dance group who perform at corporate events

"We developed the [Maori Cultural Ambassador]
role to help build a closer connection between
our staff and our rich cultural heritage," Fyfe
said. "Embracing the Maori culture is certainly
one way in which we can set ourselves apart."
This differentiated positioning (reflecting the “be
yourself” value) is reinforced across all
touchpoints - the website, the aircraft, the
crew's appearance and behaviour and the inflight entertainment
http://www.bnet.com/blog/airline-business/ http://www.betterbydesign.org.nz/why-design/design-led-business/air-new-zealand
http://idealog.co.nz/blog/2011/03/rob-fyfe-leadership-and-building-culture-innovatio http://www.silverpop.com/marketing-resources/case-studies/
©XPotential 2011
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9. Entertaining Communications –
“Share your New Zealand”
“Share your New Zealand” is a brand value that translates into innovative and engaging
communications throughout the consumer journey, from advertising to restaurant
recommendations by the cabin crew. Their uninhibited human approach to communications
can make an impression on the consumer, helping to build their interest and make them feel
comfortable with ANZ

Entertaining and unique communications have
included the “Nothing to hide” campaign, which
saw real airline staff wearing nothing but body
paint to reflect their policy of no hidden additional
costs. The campaign was extended to an in-flight
safety video

This campaign was created in the spirit of sharing
and engaging with consumers, but some claimed
it compromised the standing and professionalism
of the crew…
– From ANZ’s point of view:
“I don't buy that for a moment. There is a
massive difference between someone's
professional capacity, which we trust, and
their ability to be a human being... their
ability to have a bit of fun and a sense of
humour." Steve Bayliss (Marketing Manager)

©XPotential 2011
None of the ANZ values mention the airline
industry, ANZ’s mission is not limited to being
a good airline, but has more of a focus on
people and experience, as such ANZ takes
inspiration from other industries:
– “We don’t just look at other airlines, at
airports. We look at shopping centres, we
look at universities, we look pretty much
anywhere to get ideas that we could
potentially use at Air New Zealand,” says
Julia Raue, Chief Information Officer at
Air New Zealand
9

10. Internal
Communications

11. Internal Communications
By delivering on their brand values through internal communication as much as customerfacing, ANZ helps to instil their brand identity on a deeper level, ensuring that consumers are
met with a consistent message across touchpoints

The authentic Kiwi experience that ANZ aims to
give customers begins with the relationship with
their employees.

In order to re-enforce their friendly openness, the
company breaks down hierarchies through
activities such as Test Flight, where employees
can pitch ideas to the executive team, and work
on them if they go ahead. The CEO and directors
have a “working day” once a month or quarter
somewhere else in the business, and the CEO
also takes on an employee as a “shadow”
monthly

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Internal communication was an integrated part of
the move to include a Maori side to the ANZ brand,
rather than simply being an advertising campaign;
a “cultural kit” was sent out to employees
containing pronunciation lessons, protocols and
stories about destinations. ANZ even have their
own Maori dance group, Te Oho Rere, who perform
at major ANZ events (Rob Fyfe has even joined in
with them)

Living the values rather than just using them for
advertising, makes ANZ a more consistent, reliable
and authentic brand
– Most Authentic Brand Award 2010 TVNZ
Marketing Awards
ANZ lives the “as a friend” value through keeping
in touch with employees, using its intranet to
communicate and recognise their achievements,
text alert to keep them up to date prior to big
media stories and awarding 11,000 of them with
an extra day off after winning Airline of the Year
http://arunrajagopal.com/page/3/
http://www.nzmarketingawards.co.nz/default.aspx?MenuId=291
©XPotential 2011
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12. Brand Values and Internal Communication

Clear and actionable values are easier to live and to keep
top of mind

Values based around people are the most compelling.
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Investing in employees can help them to improve
their performance, delivering a better experience to
consumers
Demonstrating human-oriented values helps to
build lasting relationships with consumers
When company values are applied and given importance
they contribute to a more consistent and compelling
consumer journey, which stands out against competitors
©XPotential 2011
12

13. The Consumer
Journey Loop
Traditionally, the consumer journey was
mapped as a linear series of stages.
With the new loop model, we can take
into account the important post-purchase
experience and identify the role of
touchpoints at each stage.
Air New Zealand create magic moments
from touchpoints at every stage in the
loop journey in order to earn customers’
loyalty and advocacy, building a
successful brand.

14. Consumer Journey for Travelling by Air
Advertising, PR, online content…
Brand Touch points
Active Evaluation:
Information gathering - Shopping
Impulse
Initial
Consideratio
n Set
Loyalty Loop
Moment of
Purchase
Trigger
Post-purchase experience
Brand Touch points
Brand Touch points
The actual journey; service, information communication,
check-in process, in-flight experience
Adapted from McKinsey
©XPotential 2011
14

15. Using Brand Touch Points
to Stand Out from the Rest
of the Consideration Set

16. Bold and Unique Communication with the
Potential to Go Viral Online
In order to stand out in the consideration set and make a positive impression at the active
evaluation touch points, Air New Zealand uses bold communications, which stand out from
other airlines with their uniqueness. The fun content is well-suited to viral spread; a much
cheaper and more active way to reach people than, e.g. buying a TV ad spot

“Nothing to Hide” campaign: to highlight ANZ’s allin pricing, with no hidden costs (e.g. for baggage)
the advert featured real staff (including CEO)
wearing only body paint. The attention-catching
campaign earned online viral success too, and was
extended to in-flight safety videos to encourage
attentive viewing (“Bare Essentials of Safety”)

Rico recently collaborated with Snoop Dogg on
an online viral music video, “Hello Sunshine”.
The music video is also part of the launch of
Snoop Dogg’s new album promotion, which will
extend the reach and lifetime of the campaign
and bring a cool, young aspect to the brand


“Air New Zealand has an irreverent and fun
brand. We aim to entertain people and bring a
smile to their faces through our communications
and staff interactions.”
Rico: a puppet animal flyer who provides
entertaining, tongue-in-cheek content reflecting
ANZ’s informality. Perfectly suited to online
sharing, improving the reach and positive
associations with the brand. ANZ builds
anticipation for forth-coming online Rico videos
(see image), to improve engagement
http://simpliflying.com/2009/the-air-new-zealand-brand-bares-all-ceo-and-staff-go-nude-in-latest-tv-advertisement
www.albionwestcoast.com www.invisiblepr.com /
©XPotential 2011
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17. Engaging with Consumers, even when they
aren’t looking for a flight
To maintain a top-of-mind position and magic moments across brand touchpoints, ANZ works
to engage consumers and keep them thinking about the brand, even when they are not
looking/waiting for a flight.
Crowd sourcing:
 To create awareness and interest in the launch of the new 777-300,
ANZ ran a crowd-sourcing design competition for on-board cocktails,
snacks and eye masks – The Aviation Design Academy
 The competition was based around online video, making it easy to
share, building further awareness and interest
 The prize was to have their designs implemented, and 2 seats on
board the new air craft from Auckland to London
 Visible implementation of the winning designs set this crowd source
campaign apart from others (e.g. My Starbucks Idea) which have
been accused of offering empty promises when they have no use for
users’ ideas
Social competition:
 To combat the new threat from Virgin, ANZ engaged with consumers
by giving them a chance to win their own plane for a day, by acting
as “captain”; naming the plane, choosing the destination and
inviting 40 friends to fill it
 The competition became the countries largest ever online promotion
with over 5% of the population taking part. It also created a huge
new email database for Air New Zealand to send special offers to.
http://janellevw.blogspot.com/2009/11/air-new-zealand-grab-plane.html
http://www.socialemailmarketing.eu/2010/05/air-new-zealands-aviation-design-academy-a-crowd-sourcing-initiative.html
©XPotential 2011
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18. Being Creative to Get Attention
In order to get the attention of potential consumers, encourage conversations about the brand
(word of mouth) and to communicate the brand personality, ANZ is creative with its activities.
The Match Making Flight and Party:
 In 2009, ANZ ran an international match-making flight
from the USA to a party at a top venue in Auckland
 The participating singles connected before the flight on a
specially created social network
 Air transportation has always been about helping people
make a connection – for business or pleasure. And what
better connection can one make than finding love?
 Match-making flight crew performed a dance to All the
Single Ladies at the event
Fit to Fly:
 Air New Zealand’s safety video “Fit To Fly” is hosted by
eccentric exercise guru Richard Simmons. The retro, fun
video reached 1.2 million views in 40 hours
Cranial Billboards:
 ANZ found volunteers to shave their heads, so that a
temporary tattoo could be displayed there advertising ANZ.
The volunteers got either a round-trip ticket to New
Zealand or $777 in cash. When asked about the tattoo,
volunteers could respond with information about ANZ’s
offers and spread word of mouth
 This type of campaign communicates the adventurous
personality of Air New Zealand, and the unorthodox
approach also earns plenty of publicity
http://www.betterwings.net/2009/10/air-new-zealand-the-airline-that-gives-us-something-good-to-talk-about/ http://www.lbhat.com/advertising/air-new-zealand-advertises-on-bald-heads/
http://simpliflying.com/2011/for-giving-us-funny-safety-videos-and-bringing-us-rico-megan-matthews-from-air-new-zealand-is-the-simpliflying-hero-for-march-2011/
©XPotential 2011
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19. Find New Ways to Deliver Rich Content
to Consumers
Air New Zealand provide the shopper with access to rich information about their offering to
make the most of touchpoints in the information gathering phase of the consumer journey.

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To target the Japanese market, ANZ used Twitter because Japan is amongst the top 5 Twitter nations
They used local celebrity and key influencer, Sorano to live-cast her ANZ and New Zealand visit
experiences via a Twitter stream with videos
Featuring the cabin crew, fluent in Japanese (of great significance considering most Japanese people
have not had much English speaking practice) and an interview with CEO, Rob Fyfe
The campaign helped to build trust and demonstrate the quality and comfort on offer; traits that are
important to Japanese flyers.
ANZ’s personality is honest and authentic, reinforced by the raw and unedited nature of the campaign
http://webstrategy.asia/feet-on-the-ground/livecasting-with-ustream-twitter-to-japan
©XPotential 2011
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20. Emotional Appeal and Personality
To stand out in the initial consideration set, ANZ appeal to emotional and personal sides,
creating magic moments even before purchase. Compared to actual product offering, the
psychological values of the brand need a more long term and careful investment, and are
harder for competitors to match and imitate.
The Pink Flight:
 ANZ’s “Gay” flight to Sydney Mardi Gras,
including pink decoration in the plane, fancy
dress crew and gay-themed in-flight
entertainment
 Media coverage: Los Angeles Times, hundreds of
hits online, Tonight Show with Jay Leno,
generated more than 285 million impressions and
had a publicity value of more than $8 million.
Personality:
 Through appearing naked in adverts and flight
safety videos, dressing up in pink etc. the airline
projects the message: we are open, we are
accepting and we are ready to have fun!
 Personality was even cited as a key benefit of
ANZ by one customer on twitter, which was noted
by ANZ and turned into the “Personality allowed”
campaign
Christchurch earthquake:
 ANZ immediately reached out to customers,
through impassioned posts by CEO Rob Fyfe on
specially created Facebook group, Twitter account
and blogs.
 Extra crew were on hand at airports to help
stranded, bereaved or distraught passengers.
 Additional flight capacity, special fares, and
rescue flights were quickly established, discount
international airfares were available to those who
had been personally bereaved or affected
 The goodwill demonstrated was returned by
customers through extensive social media activity
declaring support and appreciation for ANZ.
 In contrast, Cathay Pacific were slated for
charging cancellation fees for flights to Japan
after the Tsunami
http://idealog.co.nz/blog/2011/03/rob-fyfe-leadership-and-building-culture-innovatio
http://www.crt-tanaka.com/our-work/air-new-zealand/
©XPotential 2011
20

21. Making Active
Evaluation Easy

22. Making Active Evaluation Easy
The Active Evaluation section of the consumer journey is vital, it could be the point where if a
brand fails to make a connection with the consumer at a touchpoint, they will turn to a
competitor instead. Therefore ANZ make it easy to understand their brand and offering, and
make it appealing
Easy:
 Making smart use of search engine optimization, e.g. when
searching “Travel Insurance”, the Google sponsored ad from
ANZ clicks the shopper through to a clear travel insurance
landing page (vs. House of Travel – landing page is
homepage with no mention of insurance, likely to have a
high bounce rate) (see images)
 Once on the website, ANZ has invested in making relevant
information easy for the consumer to find, e.g. through a
comprehensive FAQ database (the creation of which reduced
email and call inquiries by more than half! This allowed for
better customer service staff management as well as an
easier customer journey)
Appealing:
 The new sky-couch offer in economy class is not only a
unique and appealing offer in itself but has also been dubbed
with an emotionally appealing name, “cuddle class”
www.rightnow.com
©XPotential 2011
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23. Use pre-purchase touch points to stand out, and
make the choice easy

Creating content that engages by entertaining or
involving consumers helps to build interest and
awareness, as well as an understanding of the brand
personality (so long as communications are true to it)

The world (and consumers) are connected through the
social web, so experience of a brand is fed back into
visible online content (e.g. blogs and reviews) that
contributes during the active evaluation stage, so the way
a company “behaves” is an essential part of their
communications

Consider the steps a consumer takes towards choosing a
brand, and make the steps to purchase as simple and
appealing as possible
©XPotential 2011
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24. Post-Purchase Touch Points;
Where the Experience Begins
Throughout the post-purchase experience,
ANZ aims to make the most of every
touchpoint, making each step consumercentric, friendly and easy, to create
thoughtful magic moments
“The consumer experience used to end at the
checkout, today that is where it begins”
Woody Diggs, Accenture

25. Pre-flight
Even before getting on board, ANZ invest in creating magic
moments at each touchpoint:




Pre-flight e-mail (see image): “I think that this is the first piece
of e-marketing that I have ever received that I thoroughly read,
found helpful and actually printed out!” (customer)
Check-in: As passengers can now print their own boarding
passes or download them to their phones, ANZ has seen the
check-in becoming less relevant. Therefore they have used a
customer-centric approach, to make it easy to self-check-in with
baggage
“We quickly began to see other benefits that flowed from a
successful self-service strategy. In addition to increased
customer satisfaction, we saw more productive use of terminal
space, greater efficiencies, greater engagement by airport staff,
and a positive effect on brand awareness for the airline.”
When designing its current airport experience, ANZ’s goal was
that the customer journey should be as simple as most other
forms of public transport.
http://engageb2b.net/marketing-resources/case-studies/case-study-pdfversions/EngageCaseStudy_Air%20New%20Zealand.pdf
http://www.bulletin.net/success.html http://www.futuretravelexperience.com
©XPotential 2011
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26. On the Plane: a customer-centric approach to
creating experience
Besides clever, innovative marketing campaigns, an airline brand has to provide tangible
values for its customers to succeed. ANZ uses a customer-centric approach to give flyers
the most satisfying experience and delight them by exceeding expectations:





Fun, engaging safety videos (e.g. “Fit to Fly”,
“Bare Essentials of Safety”)
Children are picked to hand out landing sweets,
and children’s story time is hosted by cabin crew
in back galley to relieve parents (improving the
experience for them and the kids)
Skycouch “cuddle class” innovative seating
converts a row of three seats into a couch,
allowing two adults to lie together like they would
at home (three seats for price of 2.5), design
process included customer behavioural research,
workshops, full-scale cabin mock-ups and mock
'flights’
Crockery designed to limit bumping of neighbours
while eating
Snacks easy to order through in-flight
entertainment system
http://www.aeromobile.net/press/84
Idealog.co.nz

©XPotential 2011
Panasonic eXphone service enables ANZ’s
passengers to access their mobile phones to
safely send and receive emails and text
messages during flight. This service was
offered based on customer insight:
– “Feedback from our customers has shown
they wish to be able to text, check emails,
and stay in touch with friends, family and
colleagues during their long-haul flights,”
Ed Sims, Air New Zealand Group General
Manager International Airline.
26

27. The Thoughtful Touches
Air New Zealand take extra steps towards delighting
customers and creating magic moments by adding
thoughtful touches to the journey in a way not
often seen on airlines, reflecting their unique Kiwi
personality and sense of humour:




The toilets have wallpaper with different designs;
bookshelf, chandelier, window with comedy goggled-man
peering in
Eyeshades with different designs; old-time aviator goggles,
bird eyes. Seeing businesspeople walking around in their
pyjamas wearing these helps to lighten the mood, in the
ANZ Kiwi humour style
Children’s seats prepared with; kids’ headrest cover, snack
box (kids don’t always want to wait for mealtime),
extensive kids section on the in-flight entertainment and
activity pack
Wine tastings in the front galley with their Kiwi wines for
business class customers. ANZ is the largest single
purchaser of Kiwi wine. The airline produces an annual
guide for Business Class passengers, with details on New
Zealand's wine regions and grape varieties, along with
reports on each producer who has wines on board.
www.crankyflier.com
©XPotential 2011
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28. Taking Care of Passengers and Going the Extra Mile
ANZ’s values focus on making people happy, and they invest heartily in providing
excellent service:
 The brand personality drives decisions right across
the business, constantly listening to customers to
find out what is important to them. By using this
insight to make people happy, ANZ earn positive
and valuable social media publicity:
– I had said goodbye to my family and was
crying on board, the air hostess provided me
with tissues without my asking and stopped to
chat. It was genuine and made me feel
comfortable! It was lovely to know someone
who was a staff member had noticed I was
upset and took the time to understand why
and help me out.
– The crew were very warm and friendly and
took the time to talk to you in a genuine way.
This is what we love about NZ!!!!!
– Justin Bieber tweet: “Air New Zealand I think
is the nicest airline ever”
 Service Innovation at a time when other airlines
were cutting back: The Air New Zealand In-flight
concierge:
– Aim to make sure every passenger has the
best experience possible, from sorting out
itineraries to comforting people (classic cabin
crew are too busy)
– ANZ typically hire people with hospitality
experience as concierges
– Power to make decisions on how to keep each
customer happy, this responsibility gives them
motivation of protecting their reputation,
feeding into the “Can do” brand value
 “If you look carefully there is always someone on
the plane who is need of a helping hand” Matthew,
In-flight concierge. For example:
– Canadian woman who moved to Australia to
be with her online lover, only for it to all not
work out. On her return the concierge
upgraded her to Premium Economy to get
some space and then ordered flowers for
when she got home
– Man wearing too-short shorts given a blanket
quickly to preserve his dignity
 Recognition: Recent awards:
– Best Cabin Staff Australia/NZ Region – 2009
World Airline Awards by Skytrax
– Best Passenger Service Award – 2008 Air
Transport World magazine awards
http://www.albionlondon.com/blog/the-air-new-zealand-in-flight-concierge-in-action/
©XPotential 2011
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29. After the Flight
Air New Zealand’s relationship and connection with
customers does not end when they leave the
plane; they create touchpoints beyond the flight to
grow the relationship with the brand:
ANZ Spot-on app series across different cities:
 Free download to help travellers find the top local spots;
an in-pocket extension of the In-flight Concierge service,
providing one-touch access to:
– Personally-recommended places to eat, shop, relax
and experience
– One-touch access to query Air New Zealand
Concierge staff
– Hand-picked Activities sorted by genre, source and
proximity
– Interactive Tube Map (London Spot-on)
– Taxi numbers pre-programmed
– Eavesdrop on local Twitter chatter
– Direct access to air fares and special Air New Zealand
offers and promotions
 You don’t have to be a ANZ passenger to download spoton, so the app can also act as a first touch for prospective
new customers

"Air New Zealand has always set the standard for air
travel, providing our customers with seamless service that
extends far beyond the onboard experience," said Roger
Poulton, Air New Zealand vice president - the Americas.
www.airnewzealand.com
©XPotential 2011
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30. Growing the Loyalty Loop

31. Growing the Loyalty Loop
Air New Zealand earns customer loyalty by providing a reliable and valued service,
something different to competitors. They also use communications and incentives to make
sure that customers come back through the loyalty loop of the consumer journey
Valued service:
 ANZ retain their customers by listening to them,
making customer-centric changes (e.g. text alerts, selfservice bag drop, sky couch)
 The in-flight concierges also listen to customers and
aim to improve their individual experiences
 “The great thing about Social Media is that it allows us
to respond directly and personally to our customers
and other stakeholders. It means we can participate in
the conversation and address both praise and issues in
real time.” (e.g. Rob Fyfe replied to Justin Bieber’s
praising tweet)
Loyalty incentives:
 App: Direct access to air fares and special
Air New Zealand offers and promotions
 TextExpress Alert is available to Airpoints
members. Air New Zealand then texts free
flight departure and arrival information.
 Club card: Air Points, status points
 Koru membership lounges
 Concierge business cards given to top
customers, to encourage keeping in touch
and building a relationship
Communications:
 By listening to their existing customers, ANZ also know
which valuable features to draw attention to (e.g.
Personality, based on the “personality allowed” tweet)
 Being a national flag carrier, Kiwis have an emotional
connection with ANZ which is deepened during
moments of truth such as the Christchurch earthquake,
when ANZ were visibly supportive and compassionate
http://www.bulletin.net/success.html
©XPotential 2011
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32. Post purchase and loyalty

A significant portion of the consumer journey is made up of
post-purchases experiences, so it is vital to build these
experiences around what matters to the consumer

Think outside the box to find ways to improve the consumer
journey and create magic moments; be open to change and to
challenge the status quo (e.g. by reconsidering the décor in
aeroplane toilets)!

Consumers want to feel understood, and through
understanding them a better experience can be created

Adapting quickly to modern technology can create new brand
touch points which can help to boost loyalty and build the
brand when offering a valued and relevant experience, e.g.
through mobile apps
©XPotential 2011
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33. Summary

34. Air New Zealand creates magic moments
throughout the consumer journey
Fun, creative ways to
win flights
Rich and engaging content
to describe offering
Brand Touch points
Relevant information
easy to find on website
Active Evaluation:
Information gathering - Shopping
Unique, entertaining
campaigns
PR: earthquake
compassion
Impulse
Initial
Consideratio
n Set
Positive reviews
and tweets
No hidden costs!
Loyalty Loop
Earn Air Points
Moment of
Purchase
Spot-on app
offers best fares
Trigger
Useful preflight e-mail
Post-purchase experience
Useful Spot-on app
helps to find taxi in
new city
Easy check-in,
less airport stress
Concierge helps to plan
where to have dinner
Moments
Adapted from McKinsey
Brand Touch points
Brand Touch points
Quality NZ wine served
with tasting guide
Lavatory wallpaper with
a sense of humour
©XPotential 2011
Entertaining
safety video
Kids snack box
ready on seat – no
whining for food!
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35. Summary
Through implementing clear, relevant and unique values, Air New Zealand succeed in creating
magic moments to make the most of every touchpoint on the consumer journey



Friendly “can do” service is fortified through
creating a good relationship with employees,
e.g. by rewarding an extra day off for
winning Airline of the Year
ANZ stand out from competitors in the
consideration set and through the active
evaluation stage with engaging and
entertaining communications that are true to
the brand values and personality (e.g.
Nothing to Hide body paint campaign),
including activities that boost publicity such
as the pink flight
By using a customer-centric approach to
designing and improving their experience
ANZ creates opportunities to delight
customers, e.g. light-hearted design
features, special concierge staff to take care
of travellers to the fullest extent


©XPotential 2011
The common negative impact of rigid,
bureaucratic and frustrating service
procedures is reduced by giving staff
the freedom and power to make
decisions and be themselves when they
are serving customers
By continuing to make the most of
every touchpoint consumers have with
the brand, ANZ earns positive reviews
and WOM, which feed back into loyalty
and image to potential customers
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36. Who are XPotential?
XPotential is a brand focused strategy consultancy
that helps to align individuals, functions and
organisations throughout the world to create and
deliver Brand Value.
We work with some of the world’s biggest brands to
deliver outstanding results. We orientate individuals and
teams in the organisations to focus their responsibilities
to deliver value to their most important asset - their
brand. We are proud to have worked with over 30
companies in over 50 countries and touched tens of
thousands of individuals, delivering some of their most
impressive business results.
We do this through working closely with the leadership of
organisations to develop Brand Centric Vision and
Strategy through a deep understand of the challenges
and opportunities for the Brands and the Company, the
Brand Vision and the key audience for change.
We then design and implement a programme of brand
centric change including communication, engagement,
training and follow up. We have worked both cross
functionally and also through specific areas including
sales, supply chain, innovation, marketing, R&D, finance
and HR.
©XPotential 2011
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37. “We align individuals, functions and organisations,
throughout the world, to create and deliver brand
equity”
Take a look at our website
to find out more about us:
www.xpotential.co.uk
©XPotential 2014
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