Big4.com Reviews PricewaterhouseCoopers PwC Report Identifying Experience Enhancers for U.S. Airlines To Drive Revenue Growth

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Flyers are seeking information transparency with personalized experiences that can dynamically shift with their needs.

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Airlines that have a crystal-clear understanding of what flyers want, need and value most can be better positioned in the market, and can achieve a higher price premium.

Big4.com, the premier social networking forum for professionals and alumni of Accenture, Andersen, BearingPoint, Capgemini, Deloitte, Ernst & Young, KPMG and PricewaterhouseCoopers PwC reviewed a report by PricewaterhouseCoopers PwC which shows that additional focus on a more empowered customer base will be needed to drive revenue growth and customer satisfaction.

According to PwC’s Experience Radar 2012: Customer Insights for the US Airline Industry, both leisure and business travelers, are well-connected to powerful social networks and digital purchasing agents, and are seeking information transparency with personalized experiences that can dynamically shift with their needs.

To provide a “customer experience” roadmap for airlines, PwC identifies six ‘Experience Enhancers’ for airlines – practical actions designed to build and grow airlines’ businesses by delivering exceptional customer service. Examples of ‘Experience Enhancers’ include:

  •     Don’t nickel-and-dime: PwC found that 65 percent of leisure travelers value all inclusive over a la carte options. Ancillary fees may bring in revenue but can also drive out customers. Airlines should simplify by offering all-inclusive fares and generate revenue with valuable add-ons, which can help enhance the travel experience.
  •     Offer perks and rewards that make a difference: Business travelers seek convenience from status. Airlines should structure experiential benefits (e.g. rewards programs, credit cards, etc.) to tempt business travelers with the basics to make travel hassle-free— such as priority boarding, priority standby, upgrade priority, rebooking priority and extra leg room. Eighteen percent of premium business travelers are willing to pay for priority boarding and seating.
  •     Create brand ambassadors: Two out of 10 never forget a bad leisure travel experience and continuously tell others about it. Get passengers talking about their good experiences by amplifying their positive travel encounters via brand advocates.

Additionally, monitor social media to engage and respond to customer issues before travelers vote with their wallets and leave.

Jonathan Kletzel, U.S. transportation and logistics advisory leader at PwC comments:
“As cost management becomes less of a differentiator for airlines, carriers are seeking to create a competitive advantage by strengthening ties to consumers through an improved customer experience,” he says. “Airlines that have a crystal-clear understanding of what flyers want, need and value most can be better positioned in the market, and can achieve a higher price premium.”

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Kristy Short
Big4.com
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