Research: Lifting the Lid on Passenger Satisfaction Passenger Experience Conference, Hamburg, 2016

Transcription

1 Research: Lifting the Lid on Passenger Satisfaction Passenger Experience Conference, Hamburg, 2016 Hicham Seifeddine Assistant Director, APCS Business Intelligence Services IATA Clara Perez Perucchi Travel Research Director m1nd-set W: E:

2 The Global Airlines Passenger Satisfaction Benchmark A satisfaction benchmark providing satisfaction measures for 30 major airlines Passengers interviewed who are traveling from 39 airports Based on feedback from over 61,000 passengers per year Gives both overall performance and satisfaction details on over 75 items

3 Overall Travel Experience Captured Inflight Experience Deciding to Travel Ready to Arrive Overall Travel Experience

4 Summary Journey Measurement NPS Overall Experience Repurchase Intention Real Experience vs. Expectations

5 Summary Journey Measurement Enjoying the overall travel journey (pre-flight, in-flight and post-flight) and not just the ride Privileges and Status (i.e. high FFP tier) Being taken care of across all travel touch points mainly on-board (human touch) Secure and safe takeoff, cruising and landing The primary need is to get to the final destination on time, in a comfortable manner and at reasonable airfare Airline Passenger Expectations Pyramid

6 Impact on overall satisfaction Key Drivers Analysis Strong Value-add Key Priority 3 Priority 4 Priority 2 Priority 1 Weak Secondary Weak Impact on overall dissatisfaction Must have" Strong

7 Impact on Satisfaction BUSINESS CLASS TOTAL 95 Value-add Key Value for Money 90 Onboard Entertainment Overall Seat Overall Cabin features Overall In-flight food & beverages Overall 85 Post flight Overall 80 Lounge Overall Boarding & Departure Overall Cabin crew Overall 75 Check-in Overall Must-have Impact on DISsatisfaction

8 Impact on Satisfaction ECONOMY CLASS TOTAL 95 Seat Overall Value-add Key Value for money Onboard entertainment Overall In-flight food & beverages Overall Cabin features-overall 80 Post flight Overall Boarding & departure Overall Check-in Overall Cabin crew Overall Must-have Impact on DISsatisfaction

9 Measuring improvements in Customer experience using

10 Overall Seat Airline A Europe-ME-Asia - Business Q On a verbal scale with Excellent (5), Very good (4), Good (3), Fair (2), Poor (1)

11 Overall Cabin Airline A Europe-ME-Asia - Business Q On a verbal scale with Excellent (5), Very good (4), Good (3), Fair (2), Poor (1)

12 Key Drivers Analysis - Business Class

13 Business Class By Nationality North America Europe Asia Analyses made by groups of Nationalities Are They All The Same?

14 Attributes With High Impact on Passengers Satisfaction North America Europe Asia Value for money Value for money Value for money IFE overall IFE overall IFE overall Value for Money Inflight Entertainment Picture quality Ease of operation of IFE Selection of papers/magazines Audio Selection

15 Attributes With High Impact on Passengers DISSatisfaction North America Europe Asia Value for money Value for money Value for money Professional appearance of Crew Professional appearance of Crew Professional appearance of Crew Post-flight overall Cabin Crew overall Cabin Crew overall Cabin Crew overall Cabin features overall Info provided by Crew Info provided by Crew Responsiveness of Crew Helpful Cabin Crew Helpful Cabin Crew Cabin Crew available Language skills of Crew Language skills of Crew Check-in overall Language skills check-in Language skills check-in Cleanliness of seat / table Value for Money Cabin Crew

16 Conclusion: Business Class by Nationality NORTH AMERICA EUROPE ASIA Place great importance on language skills and information given Crew has great impact on their dissatisfaction Timeliness is important (Meals, disembarkation) Overall satisfaction / dissatisfaction is less influenced by individual items However, Value for money and Crew remain the most important drivers for both Satisfaction and Dissatisfaction Need to be satisfied on more individual attributes Have higher expectations Value for money is KEY Expect efficiency

17 Key Drivers Analysis Economy Class

18 Economy Class By Purpose Of Travel BUSINESS LEISURE Analyses made by Purpose of Travel Are They All The Same?

19 Attributes With High Impact on Passengers Satisfaction Business Leisure Value for money Value for money Cabin features overall Cabin features overall Seat comfort IFE overall IFE overall Spaciousness of cabin Seat comfort Seat comfort / condition Seat overall Sleeping comfort Sleeping comfort Size of screen F&B overall Sound quality Meal quality Amount of leg room Selection of papers / magazines Value for Money Seat IFE Cabin

20 Attributes With High Impact on Passengers DISSatisfaction Business Leisure Professional appearance of Crew Value for money Helpful and courteous gate staff Value for money Professional appearance of crew Cabin Crew overall Boarding and Departure overall Cabin Crew overall Responsiveness of cabin Crew Post flight overall Responsiveness of cabin Crew Helpful cabin Crew Cabin features overall Helpful cabin Crew Cabin Crew available Info provided by Crew Cabin Crew available Info provided by Crew Language skills of Crew Value for Money Cabin Crew

21 Conclusion: Economy Class By Purpose Of Travel BUSINESS When dissatisfied on individual items, it greatly impact their overall dissatisfaction they have higher expectations Human factor is paramount (Crew) and so is Value for money But also everything that makes a trip efficient Boarding Post-flight Cabin features LEISURE Leisure travellers are easier to please in overall satisfaction The following items help in raising their satisfaction: F&B Seat IFE However, Value for money and Crew remain the most important drivers for both Satisfaction and Dissatisfaction

22 Thank You!