Customer Experience Customer Excellence 8 th May 2019 Guangzhou 1 - PowerPoint PPT Presentation

CIVIL AVIATION SUMMIT 2019 The Future of Customer Experience Customer Excellence 8 th May 2019 Guangzhou 1

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Agenda Customer Experience – WHY it’s important and WHAT it ISN’T What have we made our CORE? It’s Time for a Paradigm Shift – 3 Ideas How to deliver Customer Excellence Conclusion 3

Experience – which one would you rather be in? 4

Why is Customer Experience Important Business Evolution ?? 1900 1960 1990 2010 2019 Commodities Goods Services Experiences Age of Personalization Age of Industrialization Age of Distribution Age of Information Age of Customer Undifferentiated Competitive Differentiated Personalised The era of data The era of the Customer Distribution and Mass information manufacturing 5

What Customer Experience ISN’T TECHNOLOGY DATA DEPARTMENT PROCESS 6

What have we made our CORE? C Central Competencies Commodities O Objectives Operations On-demand R Response Rules ROI (Risk) E Expectations Employees Exchange 7

The Result? Everything is just the SAME “ Every company is already marketing experiences and the smart innovators at the edge are thinking about a post-experience economy. If everyone is marketing experiences, and if everything has become an experience, what does it mean to be truly different in travel? – Andrew Sheivachman (Skift Global Forum 2018) 8

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Why is Customer Experience Important Business Evolution 1900 1960 1990 2010 2019 Commodities Goods Services Experiences Excellence Age of Industrialization Age of Distribution Age of Information Age of Customer Age of Excellence Undifferentiated Competitive Differentiated Personalised The era of data The era of the Customer Distribution and Mass information manufacturing 10

Customer Journey Announcements Tell others E-ticket Smartphone app Jetway Dedicated seat back brochure Gate area Post- Experience Text updates Flight Ticket Email confirmation Follow-up attendant counter Pre-flight Plan & purchase Airport check-in In-flight Post-flight confirmation Pre-entertainment Experience Automated video Phone system Travel Ticket kiosk Inflight digital Email product Planning Purchase confirmation sites Dedicated Parking FF emails Drive Informed Website decisions Harvest data 11

Moments of truth INSPIRATION BOOKING JOURNEY SHARING BACK HOME IN-DESTINATION 12

What Customers Want EMPATHY Walking in the shoes of the Customer 13

What Customers Want TIME WELL SPENT what customers need, even though they don’t say it, or even know it 14

What Customers Want CO-CREATE Empowerment Serendipity Involvement 15

The New CORE and new reality Customer Choice (variety, serendipity, co-creation) Obsession (staff & customer empathy using data) Resource (technology, empowerment, accountability) Excellence (as an outcome) 16

How to deliver Customer Excellence? “ You’ve got to start with the customer experience and work backwards to the technology. – Steve Jobs 17

Technology, Data & People It’s not the technology that changes the world. It’s the dreams “ behind the technology that changes the world. Opportunities lie in the place where the complaints are! Do not focus on your competitors, focus on your customers . You need the right people with you, not the best people. If you want to win in the 21 st Century, you have to empower others, making sure other people are better than you. Then you will be successful. - Jack Ma, Alibaba 18

Conclusion – A Really Simple Paradigm for 2020 PRODUCT PEOPLE PURPOSE 19

Vimal Kumar Rai M: +852 5740 7284 E: vimal@trace-consulting.com W: www.trace-consulting.com Travel Retail Aviation Customer Excellence #flyvrai 20