Transforming Passenger Experiences Using Advanced Analytics for a Leading Indian Airlines Company

Introduction

In the highly competitive airline industry, every touchpoint in the customer journey contributes to passenger loyalty and long-term business growth. A leading Indian airline, despite its extensive service offerings, faced increasing dissatisfaction among travelers. Standard surveys indicated a decline in Net Promoter Score (NPS), but these results failed to reveal the deeper causes of dissatisfaction.

Seeking a more precise approach, the airline partnered with Numr CXM to leverage CX data analytics and uncover insights hidden beneath surface-level feedback. By identifying key service inefficiencies and optimizing operational workflows, the airline transformed its CX strategy, improving both passenger experience and business performance.

Callout:
"Without deep analytics, customer dissatisfaction remained a mystery—Numr helped turn insights into action."

The Challenge

Despite offering an extensive range of services, the airline encountered critical obstacles that impacted passenger satisfaction and business performance:

1. Declining NPS – The airline’s NPS dropped by 1 point to 15, primarily due to frustration with punctuality, boarding inefficiencies, and in-flight services.
   
   
2. Low Flight Punctuality – Only 47% of flights were on time, a major concern that affected customer retention and led to increased churn.
   
   
3. Disparities in Satisfaction by Route – Certain routes, such as DEL-BLR, consistently received lower satisfaction scores, while others, like BLR-LKP, performed significantly better.
   
   
4. Operational Inefficiencies – Variability in check-in, boarding, and add-on services led to inconsistent experiences across different airports and flight routes.
   
   

Callout:
"Inconsistent service quality and delays were eroding passenger trust, directly impacting loyalty and repeat bookings."

The Turning Point: Uncovering Hidden Insights with Numr’s Tools

Recognizing the need for a data-driven CX strategy, Numr CXM deployed its Customer Journey Analytics (CJA) platform to analyze passenger sentiment across all touchpoints. The results were revealing:

• On-time flights had an NPS of 40, whereas delayed flights saw an NPS of -7. Delays were the single largest factor impacting passenger loyalty.
• Passengers on routes like DEL-BLR were significantly less satisfied due to long boarding times, inconsistent ground staff responsiveness, and in-flight service variability.
• Key dissatisfaction drivers were not just operational but emotional—passengers valued transparency and proactive communication over simple politeness.

By connecting these insights to operational inefficiencies, the airline shifted from reactive problem-solving to proactive experience enhancement, allowing for targeted interventions in areas that mattered most to passengers.

Callout:
"Deep analytics connected customer sentiment with operational blind spots, allowing for smarter CX investments."

The Solution

Armed with precise insights, Numr CXM designed a multi-layered CX strategy to enhance the airline’s passenger experience:

1. Advanced CX Data Analytics – Used driver analysis to pinpoint the biggest sources of dissatisfaction, prioritizing them for immediate action. Generated route-specific reports to tailor improvements to underperforming flights.
   
   
2. Customer Journey Optimization – Improved in-flight experiences by refining seat comfort, enhancing legroom configurations, and upgrading food quality based on passenger preferences. Streamlined processes at critical touchpoints like check-in, boarding, and baggage claim.
   
   
3. Customized Interventions – Redesigned flight scheduling to minimize delays and introduced proactive communication strategies during unavoidable disruptions. Targeted DEL-BLR and other underperforming routes for process improvements and ground staff training.
   
   

Callout:
"Every change was tailored to maximize passenger satisfaction while ensuring operational feasibility."

Implementation: From Insights to Execution

The execution phase ensured that the airline’s CX improvements translated into measurable business results:

1. Real-Time Feedback Collection – Multi-channel surveys were deployed to capture live passenger feedback during and after flights. Adaptive questionnaires allowed for deeper insights into customer experience metrics.
   
   
2. Actionable Insights for Ground & Cabin Staff – Training modules were introduced to improve staff responsiveness, particularly during flight delays and boarding processes.
   
   
3. Ongoing Monitoring & Adjustments – Monthly tracking of NPS and customer satisfaction metrics allowed the airline to continuously fine-tune interventions and adapt to evolving passenger expectations.
   
   

Callout:
"By making customer feedback actionable, the airline created a cycle of continuous improvement."

Results

The initiative delivered a quantifiable impact, demonstrating the ROI of CX improvements across key performance metrics:

1. Higher Passenger Satisfaction – Customer satisfaction scores increased for boarding announcements (+1%) and cabin temperature (+2%), reflecting improved in-flight conditions.
   
   
2. Stabilized NPS Performance – Proactive interventions prevented further NPS decline, securing steady loyalty levels despite industry challenges.
   
   
3. Stronger Business Performance – Optimized flight punctuality and in-flight services contributed to higher customer retention and increased customer lifetime value (CLTV), proving the financial impact of CX enhancements.
   
   

Callout:
"Strategic improvements turned customer satisfaction into business growth, proving the financial value of CX."

Conclusion

Through its data-driven CX strategy, the airline successfully addressed passenger pain points and redefined its approach to customer experience management. By leveraging CX data analytics, the company optimized key customer journey touchpoints, enhanced service consistency, and delivered long-term ROI of CX.

This case study highlights how proactive, insight-driven CX strategies can convert customer dissatisfaction into opportunities for sustained growth. With ongoing tracking and customer feedback integration, the airline set a new benchmark for passenger loyalty in the aviation sector.

Callout:
"From frustration to loyalty—Numr CXM empowered the airline to transform customer experience into a competitive advantage."

Author Name

Gourab Majumder

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Author Bio:

Gourab is a passionate marketer with deep interests in CX, entrepreneurship, and enjoys growth hacking early stage global startups.

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