Access to Wi-Fi and online services while being
in the air became one choice criteria for passengers to select an airline
company. In order to understand the real and current expectations of
passengers, a poll (the PwC survey has interviewed more than 1,000 UK people
who have taken the plane at least once in the previous year) has revealed the
factors that would influence customers to pick up one airline over another.
The study made the assumption that potential
customers are able to travel to a destination for the same price so it could
focus on other offers relying on digital elements which would be added-value to
passengers hence influence them in their choice.
The results are:
- 35% would like to receive free, optional and customisable mobile phone notifications providing gate details, length of time from departure desk to the gate, and destination information such as weather.
- 30% would like information on and the ability to book transport to and from their departure airport that work seamlessly with their flight times.
- 29% are interested in a loyalty scheme rewarding them for all purchases relating to their trip, from the flight through to duty free.
- 33% would like their luggage sent on to their hotel ahead of them.
Which IT solutions to
influence consumer decision making?
Among the interviewed people
for the survey, more than 50% of them focus on digital features when picking up
an airline; the faster is the process at check-in and security the better is
for the passenger.
What are the valued
influential factors for customers who want to fly?
Ben Paul, the PwC UK airlines
leader explains in this article what the customer could appreciate and in which
services it would add value over another service. According to Ben Paul, it is
important to let the customer a wide range of choices and give it a
personalised service; little improvements to facilitate their check-in and to
make their flight more pleasant.
Providing gate details and
real-time information in a mobile app would make a different not only for the
customer but also for the airline revenue.
In-flight services
personalisation based on digital and online supports can especially increase
loyalty and usage by collecting all data of passengers. Data are registered and
can be re-used to provide the customers an even more personalised service for
next flight for example.
Digital technologies
have the capacity to transform the passenger’s experience thanks to a
personalised service whether it is in the process of booking, check-in and or
it is onboard. All these, lead to satisfaction and loyalty.
It looks like, that digital transformation is a necessary strategy for the airlines to satisfy the customers and to make of the digital, an opportunity to be at the top of the progress.
Oanh GIARD and Anne-Sophie SPITERI
Sources:
http://www.miairline.com/ Picture : Airlines' digital
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