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

SLIDE 1 1

The Future of Customer Experience

Customer Excellence

CIVIL AVIATION SUMMIT 2019

8th May 2019 Guangzhou

SLIDE 2 2

SLIDE 3 3

Agenda

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

SLIDE 4 4

Experience – which one would you rather be in?

SLIDE 5 5

Why is Customer Experience Important

Business Evolution

The era of the Customer Distribution and information Mass manufacturing The era of data 1960 Goods Age of Distribution 1900 Commodities Age of Industrialization Undifferentiated Competitive 1990 Services Age of Information Age of Customer Differentiated 2010 Experiences 2019 Age of Personalization Personalised

??

SLIDE 6 6

What Customer Experience ISN’T

TECHNOLOGY DATA DEPARTMENT PROCESS

SLIDE 7 7

What have we made our CORE?

C O R E Central Objectives Response Expectations Competencies Operations Rules Employees Commodities On-demand ROI (Risk) Exchange

SLIDE 8 8

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)

“

SLIDE 9 9

SLIDE 10 10

Why is Customer Experience Important

Business Evolution

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

SLIDE 11 11

Customer Journey

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

Harvest data Drive Informed decisions

SLIDE 12 12

Moments of truth

INSPIRATION BOOKING SHARING JOURNEY IN-DESTINATION BACK HOME

SLIDE 13 13

EMPATHY Walking in the shoes

f the Customer

What Customers Want

SLIDE 14 14

TIME WELL SPENT what customers need, even though they don’t say it,

r even know it

What Customers Want

SLIDE 15 15

CO-CREATE Empowerment Serendipity Involvement What Customers Want

SLIDE 16 16

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)

SLIDE 17 17

How to deliver Customer Excellence?

You’ve got to start with the customer experience and work backwards to the technology. – Steve Jobs

“

SLIDE 18 18

Technology, Data & People

“

If you want to win in the 21st Century, you have to empower

thers, making sure other people are better than you. Then you

will be successful. Do not focus on your competitors, focus on your customers. Opportunities lie in the place where the complaints are! It’s not the technology that changes the world. It’s the dreams behind the technology that changes the world. You need the right people with you, not the best people.

Jack Ma, Alibaba

SLIDE 19 19

Conclusion – A Really Simple Paradigm for 2020

PURPOSE PEOPLE PRODUCT

SLIDE 20 20

Travel Retail Aviation Customer Excellence

Vimal Kumar Rai

M: +852 5740 7284 E: vimal@trace-consulting.com W: www.trace-consulting.com #flyvrai