European Customer Experience World
Lisa Burger
Head of Customer Experience
14/15 May 2013
Transforming the easyJet
end-2-end Customer Experience
3
Transforming our Customer experience
easyJet is well known across Europe; we fly 60million passengers annually, across 3...
4
easyJet - Facts & Figures
 Safety is easyJet's No 1 priority
 We currently offer over 600 routes across 130 airports i...
5
Our network
6
Making travel easy & affordable
 It will help to drive the revenues up
 It will help us to drive costs out
 It is an ...
7
Our values
Safety
We never compromise on safety
Simplicity
We cut out the things that
don’t matter to keep us lean
and m...
8
Leading transformational change
 Customer was not considered in our decision making and was not
at the forefront of our...
9
Leading transformational change
 easyJet – action and delivery, visual
• A picture tells a thousand words
 Our custome...
10
Leading transformational change
The customer journey. This is a framework for looking
at the customer experience and br...
11
Transforming the e2e
Customer experience
12
Transforming the e2e customer experience
1.2.3 Online Check-In
My easyJetCommercialisation
Customer Comms
Auto Bag Drop...
13
easyJet transition to 100% online check-in
An easyJet spokesman said:
an unspecified "transition period" would give
pas...
14
Marketing Director,
Peter Duffy said:
“We know from
passenger feedback that
it will be a popular
addition to our award-...
15
Pull:
Data
Driven
Loyalty
Conversion
We started here:
Using email to deliver ‘one-size fits
all’, predominantly sales-d...
16
Hotel cross-sell Car cross-sell Families (infant and
non)
Getting organised BOSS
upsell
To and from the
airport
APIS 48...
17
Leading transformational change
The customer charter. This is a behavioural framework
focused on setting standards for ...
18
How we created our Customer Charter
We held 10 workshops & follow-
ups with 300 of our customer
facing people to gather...
19
20
How we created our Customer Charter
We held 10 workshops & follow-
ups with ~ 300 of our customer
facing people to gath...
21
Our Customer Charter making travel easy and affordable
safety first, we never compromise
• Your safety and security is ...
22
Making travel easy and affordable
23
How we created our Customer Charter
We held 10 workshops & follow-
ups with ~ 300 of our customer
facing people to gath...
24
Integration with our Brand Values
Internal
Value
Descriptor
Safety first
We never compromise on
safety.
One team Togeth...
25
“Very proud to
be part of it”
“Very
valued to
be part of
this”
“Lots of time
and effort has
went (gone)
into this. Feel...
26
Implementing the customer charter
AROUND 17,000 of our staff on the front line have been educated around the charter
• ...
27
How do you bring to life the charter in your role?
28
Ground Ops Walking in their Customer Shoes
29
Introducing our
pledge site
• Pledges reviewed every day
• Customer Experience Team moderate
and approve
• Group pledge...
30
Externalising our charter promises
31
My final thought…
“The key to successful leadership today is influence, not
authority”
Kenneth Hartley Blanchard
Thank You
Q&A
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Day1 track session_2_a_lisa_burger

  1. 1. European Customer Experience World Lisa Burger Head of Customer Experience 14/15 May 2013
  2. 2. Transforming the easyJet end-2-end Customer Experience
  3. 3. 3 Transforming our Customer experience easyJet is well known across Europe; we fly 60million passengers annually, across 30 countries. Our cause is to make travel easy and affordable for our customers. We are passionate about walking in our customers' shoes to ensure we understand what customers value, gather their insights and measure how well we execute the experience consistently. All this whilst maintaining our low cost business model and culture. I will share our story on how we focused on our people, who in turn began to focus on transforming the customer experience.
  4. 4. 4 easyJet - Facts & Figures  Safety is easyJet's No 1 priority  We currently offer over 600 routes across 130 airports in over 30 countries. easyJet flies to 44 out of Europe’s 50 largest airports • We have the leading presence on Europe’s top 100 routes  easyJet operates 204 Airbus A320 & A319 aircraft, with an average age of 4.5years old.  easyJet took delivery of its 200th Airbus aircraft on 26 May 2011, becoming the world’s youngest and quickest airline to reach a fleet of 200 Airbus aircraft  2012 - 58.4m passengers carried, of which 10m were business passengers  Employee 8,000 people, including 2,000 pilots and 4,500 cabin crew  easyJet offers fantastic value: on average we fly you 1100km for under £60.00  Awarded “Best Low Cost Airline ” at 2012 Word Airline Awards (SkyTrax gathers 19m votes across 200 airlines)  Carolyn McCall OBE joined as CEO July 2010
  5. 5. 5 Our network
  6. 6. 6 Making travel easy & affordable  It will help to drive the revenues up  It will help us to drive costs out  It is an enabler to achieving our strategic objectives  It creates a competitive advantage Customer is at the heart of what we do
  7. 7. 7 Our values Safety We never compromise on safety Simplicity We cut out the things that don’t matter to keep us lean and make it easy One team Together we’ll always find a way Integrity We stand by our word and do what we say Passion We have a passion for our customers, our people and the work we do Pioneering We challenge to find new ways to make travel easy and affordable
  8. 8. 8 Leading transformational change  Customer was not considered in our decision making and was not at the forefront of our priorities  Our people were focussed on key metrics, operational, commercial and financial • Safety & OTP is King!  What did the easyJet Customer Experience look and feel like ?  What does our desired Customer Experience look and feel like for the future? • Co-Creation workshops • Insights (Customer Satisfaction) • Our people  Lead a shift in mind-set and engage the hearts and minds of our people
  9. 9. 9 Leading transformational change  easyJet – action and delivery, visual • A picture tells a thousand words  Our customers and our people were able to help us prioritise the fundamental stages in the e2e journey that drove dissatisfaction • Fix the basics & build CE foundations • Put ourselves in our customers shoes  Insights into action • Sort out the scrum at the gate • Introduce allocated seating • Give me information when its going wrong • Mobile APP please!  Roadmap of short and long term activity • Customer Board established
  10. 10. 10 Leading transformational change The customer journey. This is a framework for looking at the customer experience and breaking down the individual components for focused management and development. It looks at key stages of the journey, enabling definition of key touch points and significant consumer moments of truth..
  11. 11. 11 Transforming the e2e Customer experience
  12. 12. 12 Transforming the e2e customer experience 1.2.3 Online Check-In My easyJetCommercialisation Customer Comms Auto Bag Drop Mobile B/PassBag proposition easyJet Plus Customer Charter Disruption • 3 easy steps to travel • Navigate through the a/p process • Remove confusion • Today at 92% • Rebranded a/p signage • Rebuilt existing site • Reduce call volume • Easier/intuitive • process • Maximise opportunity • Reminder during check- in process • Targeted/relevant • Single customer view • X • Auto bag drop trials underway • Online check in is an enabler • Drive down cost • Functionality built • Test across 6 airports • Customers cant wait! • Cabin bag evolution • Logical hold Luggage policy • SG simplified • eJ+ signage • SB Check-in replaced • Upfront/exit seats inc. • 17K staff trained • M&A champions • Externalise the promises • Flight tracker & Live updates launched 1.4m hits 26/2 A/P of the Future • eJ ideal a/p of the future design • Technology enabled
  13. 13. 13 easyJet transition to 100% online check-in An easyJet spokesman said: an unspecified "transition period" would give passengers time to adapt to the new policy, but claimed that no plans were in place to charge a similar fee if they forget to check in online, or to print their boarding pass. "We try to be a bit more customer friendly than Ryanair, and hope passengers choose to check-in online without the threat of punitive charges," said spokesman. “easyJet is always looking to make travel easier & more affordable. Online check in has proved popular with passengers, for whom it saves time queuing at the airport, and has helped easyJet keep its costs, & therefore its fares, low.“ He added that 80% of passengers already choose to check in online, and that the move was aimed at making the airport journey quicker for all.”
  14. 14. 14 Marketing Director, Peter Duffy said: “We know from passenger feedback that it will be a popular addition to our award- winning app. Building on the success of the app, which is the fastest airline app on the market, mobile boarding passes is the next important step in our aim to make travel easy and affordable.” Developing our Award winning App
  15. 15. 15 Pull: Data Driven Loyalty Conversion We started here: Using email to deliver ‘one-size fits all’, predominantly sales-driven messages. Highly targeted and relevant Push: BroadcastOne message and sales driven Re-purchase We will end up here: A targeted, intuitive, customer-driven travel experience Optimising our direct marketing with the customer in mind
  16. 16. 16 Hotel cross-sell Car cross-sell Families (infant and non) Getting organised BOSS upsell To and from the airport APIS 48 hours to go Online check-in Customer contact strategies We have launched a leisure customer contact strategy with the following objectives: • Commercial - increase revenue from live bookers • Customer - make travel easier and more enjoyable by providing a blend of operational, customer service and ancillary messaging at relevant points in the run up to your flight Building on the foundations of the above we are now: • Optimising the leisure programme • Developed a business programme • Developed segmented versions – e.g. frequent flyer /easyJet Plus card holders
  17. 17. 17 Leading transformational change The customer charter. This is a behavioural framework focused on setting standards for how our customer facing people (in the broadest sense) deal with customers.
  18. 18. 18 How we created our Customer Charter We held 10 workshops & follow- ups with 300 of our customer facing people to gather visions for the charter • > 100 contact centre agents • 45 cabin crew • 12 pilots • 117 partners from top 30 Airport & ground ops companies Customer feedback was an essential input into the workshops Align with Brand Values Exploration
  19. 19. 19
  20. 20. 20 How we created our Customer Charter We held 10 workshops & follow- ups with ~ 300 of our customer facing people to gather visions for the charter • > 100 contact centre agents • 45 cabin crew • 12 pilots • 117 partners from top 30 Airport & ground ops companies Customer feedback was an essential input into the workshops We consolidated & themed output across all functions • 5 clear themes emerged • Each theme is supported by a set of promises Exploration Consolidation
  21. 21. 21 Our Customer Charter making travel easy and affordable safety first, we never compromise • Your safety and security is our number one priority on your side, we see it from your point of view • We recognise your time is important • We don’t assume we know best • We make our decisions with you in mind • We appreciate your needs and wants • We will be your voice and champion your cause a big smile, friendly service is our passion • Making you feel confident and at ease is at the heart of what we do • A friendly, helpful and knowledgeable team awaits you • We listen to you and help by providing options and solutions • You want to arrive on time and with your baggage – we want that too! make it easy, at every step • We tell you what to expect and what happens next • You can chose the way you want to communicate with us • We make information easily available to you • We act on your feedback open & upfront, we will always be straight with you • We believe in keeping you informed at all times • We communicate with you in a truthful and clear way • We admit when we get it wrong and say sorry our promise to you
  22. 22. 22 Making travel easy and affordable
  23. 23. 23 How we created our Customer Charter We held 10 workshops & follow- ups with ~ 300 of our customer facing people to gather visions for the charter • > 100 contact centre agents • 45 cabin crew • 12 pilots • 117 partners from top 30 Airport & ground ops companies Customer feedback was an essential input into the workshops We consolidated & themed output across all functions • 5 clear themes emerged • Each theme is supported by a set of promises We ensured alignment of themes with people values & brand values Board signed off Customer charter Apr 2012 Rollout and implementation plans agreed with each area commenced Summer12 embedded into induction, training, recurrent, appraisal, reward & recognition Exploration Consolidation Alignment
  24. 24. 24 Integration with our Brand Values Internal Value Descriptor Safety first We never compromise on safety. One team Together we’ll always find a way. Integrity We stand by our word and do what we say. Simplicity We cut out the things that don’t matter to keep us lean and make it easy. Pioneering We challenge to find new ways to make travel easy and affordable. Passion We have a passion for our customers, our people and the work we do. Customer Promise Descriptor Safety first We never compromise on safety. On your side We always see it from your point of view. Open & upfront We will always be straight with you. Make it easy We make it easy at every step of your journey. A big smile Friendly service is our passion.
  25. 25. 25 “Very proud to be part of it” “Very valued to be part of this” “Lots of time and effort has went (gone) into this. Feel very proud to be a part of it” “Feel proud to be part of something which will help to move the company forwards” “Proud to write some history for a great brand!” “We made easyJet history”
  26. 26. 26 Implementing the customer charter AROUND 17,000 of our staff on the front line have been educated around the charter • 3,600 Cabin Crew • 4,800 have attended base roadshows/workshop • 1,400 Captains & FO’s • Over 9,929 front of house customer facing staff • 458 Contact Centre agents in Poland & India • In addition for 98 airports have completed train the trainer classroom sessions
  27. 27. 27 How do you bring to life the charter in your role?
  28. 28. 28 Ground Ops Walking in their Customer Shoes
  29. 29. 29 Introducing our pledge site • Pledges reviewed every day • Customer Experience Team moderate and approve • Group pledges by area or promise • We will publish by team/area regularly • 282 pledges in the first 5 days
  30. 30. 30 Externalising our charter promises
  31. 31. 31 My final thought… “The key to successful leadership today is influence, not authority” Kenneth Hartley Blanchard
  32. 32. Thank You Q&A

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