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

Introduction

In the competitive airline industry, where every interaction shapes passenger loyalty, providing a seamless and enjoyable customer journey is crucial. A leading Indian airline partnered with Numr CXM to refine its customer experience (CX) strategy and address persistent dissatisfaction.

While standard surveys highlighted declining Net Promoter Scores (NPS), they failed to reveal the underlying causes of dissatisfaction across the customer journey. Using advanced CX data analytics, the airline identified actionable insights, improved passenger experiences, and enhanced customer lifetime value (CLTV) while reducing customer acquisition costs (CAC).

The Challenge

Despite offering a range of services, the airline faced critical challenges:

1. Declining NPS:
   
   • NPS dropped by 1 point to 15, driven by dissatisfaction with punctuality, in-flight services, and boarding processes.
2. Low Flight Punctuality:
   
   • Only 47% of flights were on time in November 2024, significantly affecting passenger satisfaction and loyalty.
3. Disparities in Satisfaction by Route:
   
   • Satisfaction scores varied widely, with routes like DEL-BLR performing poorly, while BLR-LKP excelled.
4. Operational Inefficiencies:
   
   • Variability in check-in, boarding, and add-on services created inconsistent passenger experiences across origins and destinations.

Callout:
"Low punctuality and inconsistent service delivery were eroding passenger trust and loyalty."

The Turning Point: Unearthing Key Insights with Numr's Tools

Using Numr’s Customer Journey Analytics (CJA) platform, the airline identified the root causes of its declining NPS. Advanced sentiment analysis flagged punctuality as the single biggest dissatisfaction driver. Data further revealed:

• On-time flights scored an NPS of 40, compared to -7 for delayed flights.
• Passenger satisfaction was significantly lower on certain routes, such as DEL-BLR, due to boarding inefficiencies and longer wait times.

These insights allowed the airline to shift from reactive problem-solving to proactive interventions.

Callout:
"Actionable insights revealed how punctuality and operational inconsistencies impacted passenger loyalty."

The Solution

Numr CXM implemented a multi-faceted CX strategy designed to enhance the passenger experience:

1. Advanced Data Analytics:
   
   
   • Used driver analysis to pinpoint dissatisfaction factors and prioritize impactful changes.
   • Generated detailed reports by origin, route, and department for targeted decision-making.
2. Customer Journey Optimization:
   
   • Enhanced in-flight experiences by improving seat comfort, leg space, and food quality.
   • Streamlined processes at critical touchpoints like check-in, boarding, and post-flight interactions.
3. Customized Interventions:
   
   • Addressed punctuality issues by redesigning flight scheduling to reduce delays.
   • Focused on underperforming routes like DEL-BLR to improve satisfaction consistency.

Callout:
"Tailored interventions ensured improvements at every stage of the passenger journey."

Implementation: From Insight to Execution

The transformation involved three key steps:

1. Real-Time Feedback Collection:
   
   
   • Deployed surveys across all customer touchpoints, capturing nuanced passenger feedback.
   • Included open-ended questions to uncover deeper insights into pain points.
2. Actionable Insights:
   
   
   • Identified high-impact dissatisfaction drivers, such as delayed boarding and poor seat comfort.
   • Focused resources on optimizing processes for routes and origins with the lowest satisfaction scores.
3. Monitoring and Adaptation:
   
   
   • Continuously tracked NPS and satisfaction metrics through monthly updates.
   • Adjusted services based on evolving passenger needs, ensuring sustained improvement.

Callout:
"Continuous monitoring and adaptation enabled dynamic improvements in passenger satisfaction."

Results

The initiative delivered measurable success across key performance areas:

1. Improved Customer Satisfaction:
   
   
   • Satisfaction scores rose for boarding announcements (+1%) and cabin temperature (+2%).
   • Top-performing routes like BLR-LKP maintained significantly higher satisfaction levels.
2. Enhanced NPS Performance:
   
   
   • Stabilized NPS scores through targeted interventions, preventing further declines.
3. Stronger ROI of CX:
   
   
   • Optimizing punctuality and in-flight services reduced customer churn, improving customer retention and CLTV.

Callout:
"By focusing on data-driven improvements, the airline stabilized NPS and enhanced ROI of CX."

Conclusion

Through Numr CXM’s data-driven approach, the airline transformed its customer journey, addressing critical dissatisfaction drivers like punctuality and operational inefficiencies. This strategic focus not only improved customer experience metrics but also strengthened loyalty, driving measurable financial gains.

The case demonstrates how leveraging CX data analytics and a robust CX strategy can turn passenger dissatisfaction into an opportunity for growth, setting a benchmark for customer-centric operations in the aviation sector.

Callout:
"From identifying key pain points to implementing tailored solutions, Numr CXM empowered the airline to build a loyal passenger base and maximize customer lifetime value."

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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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