Improving customer experience
End to end customer journey
A framework is in place which looks at every part of the customer experience and focuses on how it can be improved. For each stage of the journey – attract, book, check-in, bag drop, board, in-flight, arrival, contact and disruption – the desired customer experience is documented. Customer satisfaction and business performance measures are also included. The framework provides a mechanism to drive continual performance improvement.
Measuring customer satisfaction
Regular feedback from customer satisfaction (CSAT) surveys helps inform our programmes to continually improve the customer experience. Customers are invited to take part in the CSAT survey shortly after their flight.
This web-based survey gathers feedback on performance from booking through to arrival across the entire network. The core strategic customer measures focus on how satisfied the customer was with their recent experience, how likely they are to book again with easyJet in the future and how likely they are to recommend easyJet.
In the last year there has been particular focus on the areas most important to the customer – on-time performance and boarding the plane. The introduction of allocated seating in November 2012 increased satisfaction with boarding the plane with easyJet being recognised by the Family and Parenting Institute with their ‘Family friendly award 2013’.
easyJet continues to achieve strong on-time performance ensuring the majority of customers arrive on time. This has been helped by the fact the vast majority of customers now check in online and an increasing number of customers travelling without hold luggage which speeds movement through the airport. easyJet continues to focus on smoothing the seasonal peaks and troughs in customer satisfaction by proactively managing the airport and in-flight experience in our busiest periods.
Customer experience governance
In March 2012 the easyJet Customer Board was formed. The aim was to bring together the key stakeholders in the customer journey, to share customer insights and data and to discuss and agree continuous improvement initiatives. A key output from these discussions has been the introduction of a customer impact assessment element in the framework for completing a business case.