Customer Experience

Customer-facing services including loyalty programs, customer service, and notifications.

Components

Loyalty/FFP

Frequent Flyer Program:

• Membership management
• Miles earn and redemption
• Tier management
• Partner integrations
• Award booking

Customer Service

Support channels and tools:

• Contact center
• Self-service tools
• Chatbot/AI assistance
• Social media support
• Complaint management

Notifications

Customer communications:

• Booking confirmations
• Flight status alerts
• Check-in reminders
• Marketing communications
• Service recovery messages

Customer Journey

Awareness → Search → Book → Pre-trip → Airport → In-flight → Post-trip
    │         │       │        │          │          │           │
    │         │       │        │          │          │           │
Marketing  IBE/App  Payment  Reminders  Check-in  IFE/WiFi   Feedback
                              APIS      Lounge    Service    Loyalty
                              Ancillary Boarding            Review

Customer Data Model

Customer
├── CustomerID
├── Profile
│   ├── Name, Email, Phone
│   ├── Preferences (seat, meal, etc.)
│   └── Documents (passport, etc.)
├── LoyaltyAccount
│   ├── FFPNumber
│   ├── TierStatus
│   ├── MilesBalance
│   └── LifetimeMiles
├── TravelHistory[]
├── ServiceCases[]
└── CommunicationPreferences

Experience Principles

1. Consistency: Same experience across all touchpoints
2. Personalization: Recognize and reward loyalty
3. Proactive: Anticipate needs and issues
4. Recovery: Swift resolution when things go wrong
5. Effortless: Minimize customer effort

Key Metrics