Case study

Website Production Creative 3A - DBOT 2A

Design. Build. Operate. Transforming a leading airline’s digital experience

Client Name:

About the Airline

For close to 80 years this national carrier has been on a mission to deliver safe, reliable, efficient and pleasant travel experience exceeding passenger expectations. The Parent Company and its subsidiaries are primarily engaged in air transport of passengers and cargo within the country as well as between the several international and Asian destinations. Despite the setbacks in the year 2020, starting with the Taal eruption and ending with COVID-19, the challenges of which airlines continue to face head-on, the mission continues.

Key outcomes

Design

Build

Operate

The challenge

Prior to COVID, the airline (let’s call it ‘Air X’ for confidentiality) was losing market share in North America to competition. Customer experience needed to be improved and Air X’s leadership team needed ‘executive level’ digital strategy support to help inform and steer high priority, in-flight CX/CRM programmes (Customer Exeprience) / (Customer Relationship Management) and technology acquisitions (e.g., CMS tooling and vendor selection).

Design the Digital Experience

Evolve&Amplify conducted primary research in North America among existing target markets and new previously untapped customer segments. Psychographic personas helped to develop deep customer insights including personalities, lifestyle preferences, social trends and travel experiences. Customer journeys were then used to design the customer experience around these rich customer profiles and moments that matter in the pre-booking and booking phase of customer engagement. The new digital experience design helped the airline to go on to build a customer centric airline and move from selling seats to delivering unique customer experiences that were digital-first.

Build CXM and digital capability to Scale

Armed with a suite of customer experience assets, customer experience capability now needed to be improved. Evolve&Amplify helped Air X’s leadership team with ‘executive level’ digital experience implementation support to help inform and steer high priority programs. This included in-flight CX/CRM programmes (Customer Exeprience) / (Customer Relationship Management) and technology acquisitions (e.g., CMS tooling and vendor selection). All of the build phase projects were underpinned by multi-dimensional business architecture views of the airline ecosystem. It included a set of robust digital capabilities using modern; operating models, value streams, technologies, roles, processes, etc. to develop a new and differentiated digital customer experience.

Operate CXM and digital platforms as well as customer service delivery

Armed with a suite of customer experience assets, customer experience capability now needed to be improved. Evolve&Amplify helped Air X’s leadership team with ‘executive level’ digital experience implementation support to help inform and steer high priority programs. This included in-flight CX/CRM programmes (Customer Exeprience) / (Customer Relationship Management) and technology acquisitions (e.g., CMS tooling and vendor selection). All of the build phase projects were underpinned by multi-dimensional business architecture views of the airline ecosystem. It included a set of robust digital capabilities using modern; operating models, value streams, technologies, roles, processes, etc. to develop a new and differentiated digital customer experience.

Benefits of Evolve&Amplify’s DBO methodology

E&A has helped to design, build and operate a new customer experience team and digital engagement technology platform from the ground up reducing time to market, cost and overheads significantly.

  • Bespoke design, build and operate digital enablement 
  • Complete CXM life cycle management
  • Single source of truth and sharply defined success metrics 
  • Seamless technology and human centred outcomes
  • Single point end-to-end project management responsibility
  • Fully integrated reporting and governance

Related work

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