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Customer satisfaction for airlines : safety announcements made attractive

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If you’ve travelled on a plane recently, you had to undergo a session of safety announcement before the plane took off. That’s a legal requirement.

Most probably you’ve undergone a regular –boring- session of safety instructions that few passengers actually listen to. That part of the in-flight customer experience is, to say the least, not very satisfying and most probably will not be a trigger for you to remain loyal.

Yet, some airlines have understood that this could be a point of differentiation, something that the customers may actually value and that costs nothing.

Southwest airlines was one of the first company that let flight attendants do whatever they wanted to make the flight experience enjoyable and memorable. Look for instance at this example that was featured on the Ellen DeGeneres show.

Air New Zealand decided to go the same way but put a lot more money on the table. They produced a short movie, a tribute to the Lord of The Rings that covers all the safety instructions and features Peter Jackson and Elijah Wood.

Advice for your marketing strategy

Have you gone through your customer journey? What are the most boring and less customer satisfying moments of this journey ? Do your competitors handle these moments, these touchpoints the same way and can you innovate and be different ?

If you answer those questions you may discover opportunities to make your customers’ experience an unforgettable one and foster their loyalty. If you don’t know where to start, just ask one of our specialists !

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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