easyJet carried out a transformation of its end-to-end customer experience by focusing on its people and walking in customers' shoes. It held workshops with 300 customer-facing employees to develop a Customer Charter centered around 5 themes: safety first, seeing it from the customer's perspective, friendly service, making travel easy at every step, and being open and upfront. The Charter was aligned with easyJet's values and signed off by the Board, and its promises were integrated into employee training, performance reviews, and rewards.

1. European Customer Experience World
Lisa Burger
Head of Customer Experience
14/15 May 2013

2. Transforming the easyJet
end-2-end Customer Experience

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
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
Our network

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
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
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
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
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
Transforming the e2e
Customer experience

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
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
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
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
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
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
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

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
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
Making travel easy and affordable

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
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
“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
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
How do you bring to life the charter in your role?

28. 28
Ground Ops Walking in their Customer Shoes

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
Externalising our charter promises

31. 31
My final thought…
“The key to successful leadership today is influence, not
authority”
Kenneth Hartley Blanchard

32. Thank You
Q&A