Developing a digital customer experience strategy for Philippine Airlines

Philippine Airlines required an innovative customer experience to transform and reinvigorate their digital channels. In concert with our partners at Mesh Digital LLC, we worked with Philippine Airlines’ offices in North America and Asia. We delivered a strategically-driven suite of new customer experience concepts to the support the airline’s transformation initiative.

The Challenge 

For nearly 80-years Philippine Airlines have been on a mission to deliver safe, reliable and efficient travel experiences exceeding passenger expectations. Following the COVID-19 pandemic, the airline had a goal of increasing their market share in North America. To achieve this, their customer value proposition needed to be revisited. We supported Philippine Airlines to inform and steer high-priority strategic programs with the goal of improving their customer experience.

The Approach

We conducted customer research in North America with existing and emerging customer segments. The research informed a suite of detailed customer personas and journey maps to highlight mindsets as well as key interactions within the pre-booking and booking experience phases. These design artefacts were used to set strategic orientation and guide key decision making.

With a customer knowledge base established and design artefacts to assist with socialisation and decision making, we shifted to a capability-centric mindset to better understand the structure and functions of the business. Our advice was underpinned by our work to develop multi-dimensional business architecture views of Philippine Airline’s ecosystem. This 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.

The Outcome

The digital customer experience strategy that we delivered to Philippine Airlines with Mesh Digital LLC, has helped them transform their business into a customer-centric organisation. Key benefits from our work included:

• Identify new customer segments and their value propositions.

• Complete customer experience lifecycle management.

• Single source of truth and sharply defined success metrics.

• Single point end-to-end project management responsibility.

• Fully integrated reporting and governance for the leadership team.