Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere
Marketing strategy: Pay-What-You-Want applied in the airline business
Jun25

Marketing strategy: Pay-What-You-Want applied in the airline business

Here’s an interesting Pay-What-You-Want (PWYW) initiative launched by Brussels Airlines (an airline of the Lufthansa group) to promote its premium tickets (if you want to know more about the concept of Pay-What-You-Want look at those two examples : the first one in the press sector, the other one in e-commerce) It offers customers who have already booked a flight to bid the price they want to get an upgrade (either business...

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The single most loyal customer American Airlines wanted to get rid of
Jun08

The single most loyal customer American Airlines wanted to get rid of

Some customers are better than others and need to be very well taken care off. But not Steve Rothstein. For American Airlines this customer was the one to get rid of and American Airlines did spend a lot of efforts to kick that customer out after he had flown 10,000 flights in first class with the airline. Discover this amazing story below. Probably the single most loyal customer Rothstein bought a lifetime AAirpass in 1987 for...

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Can a normal airline still compete with a low-cost pure player ?
Nov05

Can a normal airline still compete with a low-cost pure player ?

After SN Brussels Airlines announcement to launch a low-cost alternative, Air France tried to do the same but the plan was stopped by 2 weeks of strike (which may have cost up to 300m€ according to newspapers). Yet what you observe on the market is that low-cost has become the dominant business model. Ryanair had been the undisputed leader for years (in terms of profit) and became the #1 airline in Europe. This year EasyJet took...

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Customer satisfaction for airlines : safety announcements made attractive
Oct31

Customer satisfaction for airlines : safety announcements made attractive

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...

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How to transform a negative moment in a positive customer experience
Oct10

How to transform a negative moment in a positive customer experience

Today we wanted to finish the week on a positive and joyful note. Today’s post is inspired by KLM, the Dutch airline. There are many frustrating experiences that can happen when you travel by plane, and insatisfaction can arise for many different reasons. Loosing something in the airport, forgetting something on the plane (think about your keys, your smartphone) can lead to intense negative emotions. Fixing what one may see as a...

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