Summary
The volatility of the airline business – navigating oil prices, exchange rates, etc. – makes CX investment decisions challenging. LATAM Airlines wanted to put the customer at the heart of these decisions.
Working with MESH, we created a three-phase program to link flight touch-points to NPS and future behaviour, thus attaching a monetary return to CX. The program included:
- Stakeholder interviews;
- Integrating multiple data sources including Voice of the Customer and CRM; and
- Creating a calculator to identify ROI by inputting target segments, market conditions and change in touch-point performance.
We haven't found any other models, within airlines or...