Air New Zealand - Improving Every Step of the Consumer Journey

Air New ZealandImproving every step of the consumer journey Katie Mason, July 2011

IntroductionAir New Zealand takes a keen focus on the customer and theirneeds, creating magic moments at every step along the customerjourney. This presentation examines the ways that Air NewZealand has put this focus into action ©XPotential 2011 3

Introduction Contents5 Executive Summary6 An Overview of Air New Zealand’s Brand Values10 Internal Communications13 The Consumer Journey Loop15 Using Brand Touch Points to Stand Out from the Rest of the Consideration Set21 Making Active Evaluation Easy24 Post-Purchase Touchpoints; Where the Relationship Begins30 Growing the Loyalty Loop33 Summary ©XPotential 2011 4

Executive SummaryThrough implementing clear, relevant and unique values, Air New Zealand succeeds in creatingmagic moments to make the most of every touchpoint on the consumer journey loop (includingpost-purchase) By using a customer-centric approach to designing The common negative impact of rigid, and improving their experience ANZ creates bureaucratic and frustrating service procedures opportunities to delight customers, e.g. light- is reduced by giving staff the freedom and hearted design features, special concierge staff to power to make decisions and be themselves take care of travellers to the fullest extent when they are serving customers ANZ stand out from competitors in the consideration Friendly “can do” service is fortified through set and through the active evaluation stage with creating a good relationship with employees, engaging and entertaining communications that are e.g. by rewarding an extra day off for winning true to the brand values and personality (e.g. Airline of the Year Nothing to Hide body paint campaign), including By continuing to make the most of every activities that boost publicity such as the pink flight touchpoint consumers have with the brand, ANZ earns positive reviews and WOM, which feed back into loyalty and image to potential customers ©XPotential 2011 5

An Overview of Air New Zealand’s Brand ValuesGuiding the business to make the most of each touch-point on the consumer journey: “Welcome as a friend” “Can do” “Be yourself” “Share your New Zealand”

Service – “Welcome as a Friend”, “Can Do” By giving employees the freedom to be friendly, ANZ create the opportunity to make a good, human impression at crucial touch-points in the consumer journey, rather than negative impressions from rigid and impersonal service True to their heritage, ANZ used consumer insights The brand characteristics are kept top-of-mind into what behaviours people believed to be across internal communications. Staff are intrinsically kiwi to develop the values that shape encouraged to share their stories relating to the the business values on the ANZ intranet, and to nominate colleagues they believe are worthy of the “We’re The value “Welcome as a friend” embodies the Impressed” awards, feeding back into the informal, warm and helpful Kiwi style of service that friendliness value and motivating employees to ANZ work towards, described in one campaign as adopt it “Informal Elegance” Through this characteristic friendliness, ANZ has To bring to life “welcome as a friend” and “can do”, earned the title of “New Zealand’s most ANZ empower their employees, trusting them and attractive employer” (Ranstad) lifting the restriction of scripted rules and processes which would hinder their natural, honest approach customer service. Employing like-minded people enables ANZ to put trust in them to maintain their values. “We stay ahead of the game by employing people who share our passion for excellence, our vision for the future, and who have the right attitude”www.airnewzealand.com ©XPotential 2011 7

Differentiate – “Be Yourself” Through taking the approach of “Be yourself” ANZ differentiate themselves from competing airlines and create opportunities for memorable moments across consumer journey touchpoints ANZ is a national flag carrier, with great ANZ strives to reinforce the Maori aspect of the importance to the country. Being the first and country’s culture, which helps to differentiate last point of contact for many visitors, ANZ is a them from other air lines, they even have a representative of the nation. Therefore, Rob Maori Cultural Ambassador and a Kapa Haka Fyfe (CEO) decided it was important for ANZ to dance group who perform at corporate events embrace it’s “Kiwi” background "We developed the [Maori Cultural Ambassador] “We operate this airline in a New Zealand way – role to help build a closer connection between we’re not trying to emulate a Singapore Airlines our staff and our rich cultural heritage," Fyfe or a McDonald’s. We’re trying to go out there be said. "Embracing the Maori culture is certainly authentic Kiwis and give people a real genuine one way in which we can set ourselves apart." New Zealand experience,” says Fyfe This differentiated positioning (reflecting the “be yourself” value) is reinforced across all touchpoints - the website, the aircraft, the crews appearance and behaviour and the in- flight entertainmenthttp://www.bnet.com/blog/airline-business/ http://www.betterbydesign.org.nz/why-design/design-led-business/air-new-zealandhttp://idealog.co.nz/blog/2011/03/rob-fyfe-leadership-and-building-culture-innovatio http://www.silverpop.com/marketing-resources/case-studies/ ©XPotential 2011 8

Entertaining Communications – “Share your New Zealand”“Share your New Zealand” is a brand value that translates into innovative and engagingcommunications throughout the consumer journey, from advertising to restaurantrecommendations by the cabin crew. Their uninhibited human approach to communicationscan make an impression on the consumer, helping to build their interest and make them feelcomfortable with ANZ Entertaining and unique communications have None of the ANZ values mention the airline included the “Nothing to hide” campaign, which industry, ANZ’s mission is not limited to being saw real airline staff wearing nothing but body a good airline, but has more of a focus on paint to reflect their policy of no hidden additional people and experience, as such ANZ takes costs. The campaign was extended to an in-flight inspiration from other industries: safety video – “We don’t just look at other airlines, at airports. We look at shopping centres, we This campaign was created in the spirit of sharing look at universities, we look pretty much and engaging with consumers, but some claimed anywhere to get ideas that we could it compromised the standing and professionalism potentially use at Air New Zealand,” says of the crew… Julia Raue, Chief Information Officer at – From ANZ’s point of view: Air New Zealand “I dont buy that for a moment. There is a massive difference between someones professional capacity, which we trust, and their ability to be a human being... their ability to have a bit of fun and a sense of humour." Steve Bayliss (Marketing Manager) ©XPotential 2011 9

InternalCommunications

Internal Communications By delivering on their brand values through internal communication as much as customer- facing, ANZ helps to instil their brand identity on a deeper level, ensuring that consumers are met with a consistent message across touchpoints The authentic Kiwi experience that ANZ aims to Internal communication was an integrated part of give customers begins with the relationship with the move to include a Maori side to the ANZ brand, their employees. rather than simply being an advertising campaign; a “cultural kit” was sent out to employees In order to re-enforce their friendly openness, the containing pronunciation lessons, protocols and company breaks down hierarchies through stories about destinations. ANZ even have their activities such as Test Flight, where employees own Maori dance group, Te Oho Rere, who perform can pitch ideas to the executive team, and work at major ANZ events (Rob Fyfe has even joined in on them if they go ahead. The CEO and directors with them) have a “working day” once a month or quarter somewhere else in the business, and the CEO Living the values rather than just using them for also takes on an employee as a “shadow” advertising, makes ANZ a more consistent, reliable monthly and authentic brand – Most Authentic Brand Award 2010 TVNZ ANZ lives the “as a friend” value through keeping Marketing Awards in touch with employees, using its intranet to communicate and recognise their achievements, text alert to keep them up to date prior to big media stories and awarding 11,000 of them with an extra day off after winning Airline of the Yearhttp://arunrajagopal.com/page/3/http://www.nzmarketingawards.co.nz/default.aspx?MenuId=291 ©XPotential 2011 11

Brand Values and Internal Communication Clear and actionable values are easier to live and to keep top of mind Values based around people are the most compelling. Investing in employees can help them to improve their performance, delivering a better experience to consumers Demonstrating human-oriented values helps to build lasting relationships with consumers When company values are applied and given importance they contribute to a more consistent and compelling consumer journey, which stands out against competitors ©XPotential 2011 12

The Consumer Journey Loop Traditionally, the consumer journey was mapped as a linear series of stages. With the new loop model, we can takeinto account the important post-purchase experience and identify the role of touchpoints at each stage.Air New Zealand create magic moments from touchpoints at every stage in theloop journey in order to earn customers’ loyalty and advocacy, building a successful brand.

Consumer Journey for Travelling by Air Advertising, PR, online content… Brand Touch points Active Evaluation: Information gathering - Shopping s, line air ve us ha r io Va ed to ness Impulse ne are aw Initial Initial Loyalty Loop Consideration Consideration Set Moment of Moment of Set Purchase Purchase Trigger Post-purchase experience Brand Touch points Brand Touch points The actual journey; service, information communication, check-in process, in-flight experienceAdapted from McKinsey ©XPotential 2011 14

Using Brand Touch Pointsto Stand Out from the Rest of the Consideration Set

Bold and Unique Communication with the Potential to Go Viral Online In order to stand out in the consideration set and make a positive impression at the active evaluation touch points, Air New Zealand uses bold communications, which stand out from other airlines with their uniqueness. The fun content is well-suited to viral spread; a much cheaper and more active way to reach people than, e.g. buying a TV ad spot “Nothing to Hide” campaign: to highlight ANZ’s all- Rico recently collaborated with Snoop Dogg on in pricing, with no hidden costs (e.g. for baggage) an online viral music video, “Hello Sunshine”. the advert featured real staff (including CEO) The music video is also part of the launch of wearing only body paint. The attention-catching Snoop Dogg’s new album promotion, which will campaign earned online viral success too, and was extend the reach and lifetime of the campaign extended to in-flight safety videos to encourage and bring a cool, young aspect to the brand attentive viewing (“Bare Essentials of Safety”) “Air New Zealand has an irreverent and fun Rico: a puppet animal flyer who provides brand. We aim to entertain people and bring a entertaining, tongue-in-cheek content reflecting smile to their faces through our communications ANZ’s informality. Perfectly suited to online and staff interactions.” sharing, improving the reach and positive associations with the brand. ANZ builds anticipation for forth-coming online Rico videos (see image), to improve engagementhttp://simpliflying.com/2009/the-air-new-zealand-brand-bares-all-ceo-and-staff-go-nude-in-latest-tv-advertisementwww.albionwestcoast.com www.invisiblepr.com / ©XPotential 2011 16

Engaging with Consumers, even when they aren’t looking for a flight To maintain a top-of-mind position and magic moments across brand touchpoints, ANZ works to engage consumers and keep them thinking about the brand, even when they are not looking/waiting for a flight. Crowd sourcing: To create awareness and interest in the launch of the new 777-300, ANZ ran a crowd-sourcing design competition for on-board cocktails, snacks and eye masks – The Aviation Design Academy The competition was based around online video, making it easy to share, building further awareness and interest The prize was to have their designs implemented, and 2 seats on board the new air craft from Auckland to London Visible implementation of the winning designs set this crowd source campaign apart from others (e.g. My Starbucks Idea) which have been accused of offering empty promises when they have no use for users’ ideas Social competition: To combat the new threat from Virgin, ANZ engaged with consumers by giving them a chance to win their own plane for a day, by acting as “captain”; naming the plane, choosing the destination and inviting 40 friends to fill it The competition became the countries largest ever online promotion with over 5% of the population taking part. It also created a huge new email database for Air New Zealand to send special offers to.http://janellevw.blogspot.com/2009/11/air-new-zealand-grab-plane.htmlhttp://www.socialemailmarketing.eu/2010/05/air-new-zealands-aviation-design-academy-a-crowd-sourcing-initiative.html ©XPotential 2011 17

Being Creative to Get Attention In order to get the attention of potential consumers, encourage conversations about the brand (word of mouth) and to communicate the brand personality, ANZ is creative with its activities. The Match Making Flight and Party: In 2009, ANZ ran an international match-making flight from the USA to a party at a top venue in Auckland The participating singles connected before the flight on a specially created social network Air transportation has always been about helping people make a connection – for business or pleasure. And what better connection can one make than finding love? Match-making flight crew performed a dance to All the Single Ladies at the event Fit to Fly: Air New Zealand’s safety video “Fit To Fly” is hosted by eccentric exercise guru Richard Simmons. The retro, fun video reached 1.2 million views in 40 hours Cranial Billboards: ANZ found volunteers to shave their heads, so that a temporary tattoo could be displayed there advertising ANZ. The volunteers got either a round-trip ticket to New Zealand or $777 in cash. When asked about the tattoo, volunteers could respond with information about ANZ’s offers and spread word of mouth This type of campaign communicates the adventurous personality of Air New Zealand, and the unorthodox approach also earns plenty of publicityhttp://www.betterwings.net/2009/10/air-new-zealand-the-airline-that-gives-us-something-good-to-talk-about/ http://www.lbhat.com/advertising/air-new-zealand-advertises-on-bald-heads/http://simpliflying.com/2011/for-giving-us-funny-safety-videos-and-bringing-us-rico-megan-matthews-from-air-new-zealand-is-the-simpliflying-hero-for-march-2011/ ©XPotential 2011 18

Find New Ways to Deliver Rich Content to Consumers Air New Zealand provide the shopper with access to rich information about their offering to make the most of touchpoints in the information gathering phase of the consumer journey. To target the Japanese market, ANZ used Twitter because Japan is amongst the top 5 Twitter nations They used local celebrity and key influencer, Sorano to live-cast her ANZ and New Zealand visit experiences via a Twitter stream with videos Featuring the cabin crew, fluent in Japanese (of great significance considering most Japanese people have not had much English speaking practice) and an interview with CEO, Rob Fyfe The campaign helped to build trust and demonstrate the quality and comfort on offer; traits that are important to Japanese flyers. ANZ’s personality is honest and authentic, reinforced by the raw and unedited nature of the campaignhttp://webstrategy.asia/feet-on-the-ground/livecasting-with-ustream-twitter-to-japan ©XPotential 2011 19

Emotional Appeal and Personality To stand out in the initial consideration set, ANZ appeal to emotional and personal sides, creating magic moments even before purchase. Compared to actual product offering, the psychological values of the brand need a more long term and careful investment, and are harder for competitors to match and imitate. The Pink Flight: Personality: ANZ’s “Gay” flight to Sydney Mardi Gras, Through appearing naked in adverts and flight including pink decoration in the plane, fancy safety videos, dressing up in pink etc. the airline dress crew and gay-themed in-flight projects the message: we are open, we are entertainment accepting and we are ready to have fun! Media coverage: Los Angeles Times, hundreds of Personality was even cited as a key benefit of hits online, Tonight Show with Jay Leno, ANZ by one customer on twitter, which was generated more than 285 million impressions and noted by ANZ and turned into the “Personality had a publicity value of more than $8 million. allowed” campaign Christchurch earthquake: ANZ immediately reached out to customers, through impassioned posts by CEO Rob Fyfe on specially created Facebook group, Twitter account and blogs. Extra crew were on hand at airports to help stranded, bereaved or distraught passengers. Additional flight capacity, special fares, and rescue flights were quickly established, discount international airfares were available to those who had been personally bereaved or affected The goodwill demonstrated was returned by customers through extensive social media activity declaring support and appreciation for ANZ. In contrast, Cathay Pacific were slated for charging cancellation fees for flights to Japan after the Tsunamihttp://idealog.co.nz/blog/2011/03/rob-fyfe-leadership-and-building-culture-innovatiohttp://www.crt-tanaka.com/our-work/air-new-zealand/ ©XPotential 2011 20

Making ActiveEvaluation Easy

Making Active Evaluation Easy The Active Evaluation section of the consumer journey is vital, it could be the point where if a brand fails to make a connection with the consumer at a touchpoint, they will turn to a competitor instead. Therefore ANZ make it easy to understand their brand and offering, and make it appealing Easy: Making smart use of search engine optimization, e.g. when searching “Travel Insurance”, the Google sponsored ad from ANZ clicks the shopper through to a clear travel insurance landing page (vs. House of Travel – landing page is homepage with no mention of insurance, likely to have a high bounce rate) (see images) Once on the website, ANZ has invested in making relevant information easy for the consumer to find, e.g. through a comprehensive FAQ database (the creation of which reduced email and call inquiries by more than half! This allowed for better customer service staff management as well as an easier customer journey) Appealing: The new sky-couch offer in economy class is not only a unique and appealing offer in itself but has also been dubbed with an emotionally appealing name, “cuddle class”www.rightnow.com ©XPotential 2011 22

Use pre-purchase touch points to stand out, andmake the choice easy Creating content that engages by entertaining or involving consumers helps to build interest and awareness, as well as an understanding of the brand personality (so long as communications are true to it) The world (and consumers) are connected through the social web, so experience of a brand is fed back into visible online content (e.g. blogs and reviews) that contributes during the active evaluation stage, so the way a company “behaves” is an essential part of their communications Consider the steps a consumer takes towards choosing a brand, and make the steps to purchase as simple and appealing as possible ©XPotential 2011 23

Post-Purchase Touch Points;Where the Experience Begins Throughout the post-purchase experience, ANZ aims to make the most of every touchpoint, making each step consumer- centric, friendly and easy, to create thoughtful magic moments “The consumer experience used to end at the checkout, today that is where it begins” Woody Diggs, Accenture

Pre-flight Even before getting on board, ANZ invest in creating magic moments at each touchpoint: Pre-flight e-mail (see image): “I think that this is the first piece of e-marketing that I have ever received that I thoroughly read, found helpful and actually printed out!” (customer) Check-in: As passengers can now print their own boarding passes or download them to their phones, ANZ has seen the check-in becoming less relevant. Therefore they have used a customer-centric approach, to make it easy to self-check-in with baggage “We quickly began to see other benefits that flowed from a successful self-service strategy. In addition to increased customer satisfaction, we saw more productive use of terminal space, greater efficiencies, greater engagement by airport staff, and a positive effect on brand awareness for the airline.” When designing its current airport experience, ANZ’s goal was that the customer journey should be as simple as most other forms of public transport.http://engageb2b.net/marketing-resources/case-studies/case-study-pdf-versions/EngageCaseStudy_Air%20New%20Zealand.pdfhttp://www.bulletin.net/success.html http://www.futuretravelexperience.com ©XPotential 2011 25

On the Plane: a customer-centric approach to creating experience Besides clever, innovative marketing campaigns, an airline brand has to provide tangible values for its customers to succeed. ANZ uses a customer-centric approach to give flyers the most satisfying experience and delight them by exceeding expectations: Fun, engaging safety videos (e.g. “Fit to Fly”, Panasonic eXphone service enables ANZ’s “Bare Essentials of Safety”) passengers to access their mobile phones to Children are picked to hand out landing sweets, safely send and receive emails and text and children’s story time is hosted by cabin crew messages during flight. This service was in back galley to relieve parents (improving the offered based on customer insight: experience for them and the kids) – “Feedback from our customers has shown Skycouch “cuddle class” innovative seating they wish to be able to text, check emails, converts a row of three seats into a couch, and stay in touch with friends, family and allowing two adults to lie together like they would colleagues during their long-haul flights,” at home (three seats for price of 2.5), design Ed Sims, Air New Zealand Group General process included customer behavioural research, Manager International Airline. workshops, full-scale cabin mock-ups and mock flights’ Crockery designed to limit bumping of neighbours while eating Snacks easy to order through in-flight entertainment systemhttp://www.aeromobile.net/press/84Idealog.co.nz ©XPotential 2011 26

The Thoughtful Touches Air New Zealand take extra steps towards delighting customers and creating magic moments by adding thoughtful touches to the journey in a way not often seen on airlines, reflecting their unique Kiwi personality and sense of humour: The toilets have wallpaper with different designs; bookshelf, chandelier, window with comedy goggled-man peering in Eyeshades with different designs; old-time aviator goggles, bird eyes. Seeing businesspeople walking around in their pyjamas wearing these helps to lighten the mood, in the ANZ Kiwi humour style Children’s seats prepared with; kids’ headrest cover, snack box (kids don’t always want to wait for mealtime), extensive kids section on the in-flight entertainment and activity pack Wine tastings in the front galley with their Kiwi wines for business class customers. ANZ is the largest single purchaser of Kiwi wine. The airline produces an annual guide for Business Class passengers, with details on New Zealands wine regions and grape varieties, along with reports on each producer who has wines on board.www.crankyflier.com ©XPotential 2011 27

Taking Care of Passengers and Going the Extra Mile ANZ’s values focus on making people happy, and they invest heartily in providing excellent service: The brand personality drives decisions right across Service Innovation at a time when other airlines the business, constantly listening to customers to were cutting back: The Air New Zealand In-flight find out what is important to them. By using this concierge: insight to make people happy, ANZ earn positive – Aim to make sure every passenger has the and valuable social media publicity: best experience possible, from sorting out – I had said goodbye to my family and was itineraries to comforting people (classic cabin crying on board, the air hostess provided me crew are too busy) with tissues without my asking and stopped to – ANZ typically hire people with hospitality chat. It was genuine and made me feel experience as concierges comfortable! It was lovely to know someone – Power to make decisions on how to keep each who was a staff member had noticed I was customer happy, this responsibility gives them upset and took the time to understand why motivation of protecting their reputation, and help me out. feeding into the “Can do” brand value – The crew were very warm and friendly and “If you look carefully there is always someone on took the time to talk to you in a genuine way. the plane who is need of a helping hand” Matthew, This is what we love about NZ!!!!! In-flight concierge. For example: – Justin Bieber tweet: “Air New Zealand I think – Canadian woman who moved to Australia to is the nicest airline ever” be with her online lover, only for it to all not work out. On her return the concierge upgraded her to Premium Economy to get some space and then ordered flowers for when she got home – Man wearing too-short shorts given a blanket quickly to preserve his dignity Recognition: Recent awards: – Best Cabin Staff Australia/NZ Region – 2009 World Airline Awards by Skytrax – Best Passenger Service Award – 2008 Air Transport World magazine awardshttp://www.albionlondon.com/blog/the-air-new-zealand-in-flight-concierge-in-action/ ©XPotential 2011 28

After the Flight Air New Zealand’s relationship and connection with customers does not end when they leave the plane; they create touchpoints beyond the flight to grow the relationship with the brand: ANZ Spot-on app series across different cities: Free download to help travellers find the top local spots; an in-pocket extension of the In-flight Concierge service, providing one-touch access to: – Personally-recommended places to eat, shop, relax and experience – One-touch access to query Air New Zealand Concierge staff – Hand-picked Activities sorted by genre, source and proximity – Interactive Tube Map (London Spot-on) – Taxi numbers pre-programmed – Eavesdrop on local Twitter chatter – Direct access to air fares and special Air New Zealand offers and promotions You don’t have to be a ANZ passenger to download spot- on, so the app can also act as a first touch for prospective new customers "Air New Zealand has always set the standard for air travel, providing our customers with seamless service that extends far beyond the onboard experience," said Roger Poulton, Air New Zealand vice president - the Americas.www.airnewzealand.com ©XPotential 2011 29

Growing the Loyalty Loop

Growing the Loyalty Loop Air New Zealand earns customer loyalty by providing a reliable and valued service, something different to competitors. They also use communications and incentives to make sure that customers come back through the loyalty loop of the consumer journey Valued service: Loyalty incentives: ANZ retain their customers by listening to them, App: Direct access to air fares and special making customer-centric changes (e.g. text alerts, self- Air New Zealand offers and promotions service bag drop, sky couch) TextExpress Alert is available to Airpoints The in-flight concierges also listen to customers and members. Air New Zealand then texts free aim to improve their individual experiences flight departure and arrival information. “The great thing about Social Media is that it allows us Club card: Air Points, status points to respond directly and personally to our customers and other stakeholders. It means we can participate in Koru membership lounges the conversation and address both praise and issues in Concierge business cards given to top real time.” (e.g. Rob Fyfe replied to Justin Bieber’s customers, to encourage keeping in touch praising tweet) and building a relationship Communications: By listening to their existing customers, ANZ also know which valuable features to draw attention to (e.g. Personality, based on the “personality allowed” tweet) Being a national flag carrier, Kiwis have an emotional connection with ANZ which is deepened during moments of truth such as the Christchurch earthquake, when ANZ were visibly supportive and compassionatehttp://www.bulletin.net/success.html ©XPotential 2011 31

Post purchase and loyalty A significant portion of the consumer journey is made up of post-purchases experiences, so it is vital to build these experiences around what matters to the consumer Think outside the box to find ways to improve the consumer journey and create magic moments; be open to change and to challenge the status quo (e.g. by reconsidering the décor in aeroplane toilets)! Consumers want to feel understood, and through understanding them a better experience can be created Adapting quickly to modern technology can create new brand touch points which can help to boost loyalty and build the brand when offering a valued and relevant experience, e.g. through mobile apps ©XPotential 2011 32

Summary

Air New Zealand creates magic moments throughout the consumer journey Fun, creative ways to Rich and engaging content win flights to describe offering Brand Touch points Relevant information easy to find on website Active Evaluation: Information gathering - Shopping Unique, entertaining campaignsPR: earthquake No hidden costs!compassion Impulse Initial Initial Loyalty Loop Consideration Consideration Set Moment of Moment of Set Earn Air Points Purchase PurchasePositive reviews Spot-on appand tweets offers best fares Trigger Useful pre- flight e-mail Post-purchase experience Useful Spot-on app Easy check-in, helps to find taxi in less airport stress new city Concierge helps to plan Brand Touch points Brand Touch points Kids snack box where to have dinner ready on seat – no Quality NZ wine served whining for food! Entertaining with tasting guide Lavatory wallpaper withMoments a sense of humour safety videoAdapted from McKinsey ©XPotential 2011 34

SummaryThrough implementing clear, relevant and unique values, Air New Zealand succeed in creatingmagic moments to make the most of every touchpoint on the consumer journey Friendly “can do” service is fortified through The common negative impact of rigid, creating a good relationship with employees, bureaucratic and frustrating service e.g. by rewarding an extra day off for procedures is reduced by giving staff winning Airline of the Year the freedom and power to make ANZ stand out from competitors in the decisions and be themselves when they consideration set and through the active are serving customers evaluation stage with engaging and By continuing to make the most of entertaining communications that are true to every touchpoint consumers have with the brand values and personality (e.g. the brand, ANZ earns positive reviews Nothing to Hide body paint campaign), and WOM, which feed back into loyalty including activities that boost publicity such and image to potential customers as the pink flight By using a customer-centric approach to designing and improving their experience ANZ creates opportunities to delight customers, e.g. light-hearted design features, special concierge staff to take care of travellers to the fullest extent ©XPotential 2011 35

Who are XPotential? XPotential is a brand focused strategy consultancy that helps to align individuals, functions and organisations throughout the world to create and deliver Brand Value. We work with some of the world’s biggest brands to deliver outstanding results. We orientate individuals and teams in the organisations to focus their responsibilities to deliver value to their most important asset - their brand. We are proud to have worked with over 30 companies in over 50 countries and touched tens of thousands of individuals, delivering some of their most impressive business results. We do this through working closely with the leadership of organisations to develop Brand Centric Vision and Strategy through a deep understand of the challenges and opportunities for the Brands and the Company, the Brand Vision and the key audience for change. We then design and implement a programme of brand centric change including communication, engagement, training and follow up. We have worked both cross functionally and also through specific areas including sales, supply chain, innovation, marketing, R&D, finance and HR. ©XPotential 2011 36

“We align individuals, functions and organisations, throughout the world, to create and deliver brand equity” XPotential (Brasil) XPotential (UK) XPotential (Thailand) Co. Ltd Av. Divino Salvador, 716 4/5 Market Square Q House Lumpini Moema – Marlow Level 27, 1 South Sathorn Road São Paulo- SP Buckinghamshire Tungmahamek, CEP – 04078-012 SL7 3HH Bangkok, Thailand 10120 Tel: (55) 11 5051 9194 Tel: +44 1628 485847 Tel: +66 (0) 2610 3706 Fax: (55) 11 5054 0421 Fax: +44 1628 478065 Fax: +66 (0) 2610 3601Mobile: (55)11 9939-0203contato@xpotential.com.br info@xpotential.co.uk info@xpotential.co.uk www.xpotential.co.uk ©XPotential 2011 37

Air New Zealand - Improving Every Step of the Consumer Journey

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Air New Zealand - Improving Every Step of the Consumer Journey Presentation Transcript