The global aviation industry is facing many complex challenges – none more pressing than the increasing expectations of customers looking for a personalised travel experience.
The internet and social media have given customers direct access to airport and airline staff, and this immediate access has led to customers expecting immediate action on their complaints and queries.
What does the passenger of the future expect?
According to the SITA Passenger Insights 2019 Report, by 2025, 68 percent of passengers will be from the ‘post-digital generation’ – i.e. those who have grown up interacting with technology to manage their lives. They understand artificial intelligence, the Internet of Things, and chatbots, and they expect these technologies to be there for them when they travel.
As the aviation industry struggles to retain and engage passengers, a consistently excellent Customer Experience must remain at the core of their offering. This begs the question, therefore, of what new technologies airlines and airports can confidently rely on to deliver the experience that this post-digital customer demands.
What technology can the industry use to improve CX?
Airlines and airports are increasingly turning to robotics and assisted intelligence solutions to streamline their operations and give their customers options to minimise pain-points on their journeys. Automating first-level support queries, for instance, means that staff can focus on more complex problems without compromising Customer Experience, all while reducing costs.
Chatbots are the perfect ally for customer support agents, since they allow companies to interact with passengers around the clock – and during delays or disruptions can be used effectively to keep customers informed and guide them through the next steps, resulting in higher levels of customer satisfaction.
Roughly 55 percent of passengers are already using technology to improve their journey by downloading their airline’s mobile app. Crucially, these apps also allow customers to voice any dissatisfaction they might feel towards airlines or airports.
Companies need to have a strong engagement strategy to make use of this ‘dissatisfaction data’ to address passenger pain-points and improve Customer Experience. Proactive customer engagement helps to meet customer expectations and allows airlines to better allocate resources and improve organisational efficiency.
Effective digital competitiveness brings humans and technology together
The ‘human touch’ must remain central to the aviation industry despite this new digital environment. It is here that the unique combination of a High Touch, High Tech approach becomes a critical business component.
Matching technological development with a warm and skilled human workforce is the key to building brand loyalty while reducing inefficient time-lags and getting an edge on rivals in the fiercely competitive travel sector.