Uploaded byChristian Vatter
The Experience is the Message – Creating Unique Airline Brand Experiences
The document discusses the importance of brand experience in the airline industry, emphasizing that unique customer experiences can differentiate airlines in a competitive market. It outlines a study of flight experience journeys, highlighting emotional pain and 'wow' points throughout the travel process to enhance brand preference and customer value. Solutions for both Lufthansa and easyJet are proposed to improve customers' interactions with the brand during various stages of their journey.
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The Experience is the Message – Creating Unique Airline Brand Experiences
- 1. VATTER & JORDAN TheExperience Is The Message Creating Unique Airline Brand Experiences Christian Vatter & Martin Jordan
- 2. Contents – BrandExperience:Whatitisandwhyitisimportant – Airlines:Differentiatingthroughmarketingbutproviding interchangeableexperiences –OurStudy:Theprototypicalflightexperiencejourney – AirlineBrandExperienceDesign:Ourideasthatturnstandard brandexperiencesoftwowellknownairlinesintouniqueones
- 3. VATTER & JORDAN AboutBrand Experience PhotobyDavidOliete
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- 5. Source:Forrester “Empoweredbuyersdemandanewlevel ofcustomerobsession” Age of manufacturingAge of distribution Age of information Age of the customer
- 6. Notunderstandingcustomersneeds mightbefatal 2004 2005 20062007 2008 2009 2010 Blockbuster Revenue Netflix Revenue $6Billion $4Billion $2Billion $0 $ 2.2 Billion Bankrupt Source:www.go-digital.net
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- 9. Lesson #1 It isa necessity to understand users and create value for them.
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- 12. ExampleVolkswagen:Morethantwiceas manymodelsinthepast30years 0 6 12 18 24 1960 1970 19801990 2000 2007 2008 2012 minicar smallcar compactcar mid-rangecar executivecar pickup 9 Number of Volkswagen models 4 11 9 9 14 16 18 21 Source:Wikipedia
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- 16. 0,80€ 2,80€ Brands createawillingnesstopaymore forotherwisesimilarproducts…
- 17. …ordecidewhowillbepicked Last day ofbusiness of closing drugstore chain Schlecker
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- 19. Lesson #1 It isa necessity to understand users and create value for them. Lesson #2 It is a necessity for businesses to create brand preference.
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- 24. VATTER & JORDAN AboutAirlines
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- 27. … Notification to Check-in SelfCheck-in Travel to airport Counter for check-in and/or baggage drop off Security Waiting at gate Admission/Boarding Entering and being greeted Seating procedure Announcements Starting Service drinks/ food Clearing table Announcement captain … Butthe experiences theyprovidedo notdifferfrom eachother
- 28. Eventhesmallestgesturemayhelpan airlinetostickout Airberlin created alot of media buzz when giving out chocolate hearts upon exiting the plane
- 29. Berlin-Rom, 23.05.- 25.05. easyJet159EUR KLM 215EUR Lufthansa 232EUR Whyshouldcustomerspaymorefora brand? Source:Swoodoo,retrievedMay15
- 30. Brand the experience, becausethe experience is the message.
- 31. VATTER & JORDAN Aboutour flight experience study
- 32. OurApproach Understanding the experience PainandWow points,importance ofencounters, emotioncurves duringjourney Interviews, CulturalProbes, SelfExperience Understanding the brands Whatdobrands standfor,what valuesare associatedwith them Communication Analysis,Interviews CreatingBrand Experience Ideas Ideasbasedonpain andwowpointsthat bringbrandtolive
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- 38. Prototypical experience journey PreparationAt Airport AftermathIn Plane Emotion Curve
- 39. Preparation Searching & Booking Preparation Check-In Tripto airport Thejourneybeginswiththesearchfor flightoptions. Theclosertheflightgets,themore stresslevelsrise(positiveandnegative).
- 40. Counter Security Waiting at gate Boarding AtAirport Entering the plane Alackoftimepredictability,control andorientationaswellasstop-and-go proceduresarethereasonsforquitea bitofstressbeforetheflight.
- 41. Seating Settling in Exiting Settlinginone‘sseatistheturning pointofthejourney– stresswanesand boredomsetsinuntilshortlybefore landing. In Plane Employees Activities ServiceFood Entertainment Syst. Physical Stress In-Flight factors
- 42. At Airport Baggage Claim Transferto city The aftermath Whetherchangingplanesorfinding yourwaytothecity– theunknown situationatarrivalcanbeasourceof stress. Thejourneyonlyendswhenthebag canbeputdownandopened. Aftermath At AirportAt Airport Arrival at destination
- 43. Prototypical experience journey PreparationAt Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath
- 44. VATTER & JORDAN Airline BrandExperience Design
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- 47. What does thebrand Lufthansa stand for? Here is a TV commercial from 2013 .
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- 49. The Lufthansa experiencejourney Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath yellow: Steps where Lufthansa can best play out its brand values
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- 65. What does thebrand easyJet stand for? Here is a TV commercial from 2013 .
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- 67. The easyJet experiencejourney Preparation At Airport AftermathIn Plane Searching & Booking Preparation Check-In Trip to airport At airport Counter Security Waiting at gate Boarding Way to plane Entering the plane Seating Settling-in During flight: – Employees – Service – Food – Activities – Entertainment System – Physical stress Exiting Arrival at airport Baggage claim Transfer to city Arrival at destination The aftermath orange: Steps where easyJet can best play out its brand values
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- 80. VATTER & JORDAN Summaryand Conclusion
- 81. Step 1: BrandExperience Design – Research: Whichneedsariseduringproductorservice usage?Wherearepain&wowpoints? Whatdoesyourclient’sbrandstandfor?
- 82. Step 2: BrandExperience Design – Matching: Wherecanthe experience,when dealingwiththe brand,beimproved soitisbeneficialfor customers? Create value for user Howcanthese improvementsbe manifestationsof whatthebrand standsfor? Create value for brand Brand Experience
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- 84. The Experience isthe message Howabrandactshasmoreimpactthanwhatitsays. OuruniqueapproachofBrand Experience Design providescompellingandusefulmomentsoftruth thatbothdelightcustomersandstrengthen business. Weofferto helpdeveloping any service brandthat needstodifferentiateanddeliveronitspromise.
- 85. VATTER & JORDAN Findmore about us at www.brandexperiencedesign.net AllnototherwisemarkedimagescopyrightbyJordan&Vatter,iconsfromTheNoundProjectbyWilsonJoseph, Rediffusion,DiegoNaive,Lesvieuxgarçons,MuraliKrishna,Johanna,DaraUllrich,MelonnieManohar,NicolòBertoncin ChristianVatter, MarketingPsychologist& BrandExperienceConsultant cv@christianvatter.com @cvatterberlin www.linkedin.com/in/christianvatter MartinJordan, Service&BrandExperience Consultant martin@martinjordan.de @martin_jordan www.linkedin.com/in/martinjordan