One in four airline customers regard digital apps as essentials says new report
Airlines are continuously looking for new and innovative ways to differentiate their service and must find new ways to compete in terms of quality of customer experience. Increasingly, this competition to win and retain customers is being fought with digital services from apps to real time text alerts.
New research by YouGov for Pegasystems reveals what British passengers currently think of their digital flight experience and how much more personalised they would like real-time digital services to become.
Some of the key findings are:
- Airlines’ digital service apps are popular. Nearly a third (28 percent) of all Britons who fly use an airline app and rank it as the most helpful service (91 percent).
- Nearly one in four (23 percent) of Brits who fly regard digital apps as an essential part of how they like to fly. More than one in ten (13 percent) of all respondents that fly claim they’re less likely to fly with an airline that doesn’t offer a digital app as part of their service.
- Personalisation of digital services seems popular. When asked what personalised services would keep them flying with an airline, customers said immediate alerts about where their luggage is and on what belt (65 percent); an airline automatically knowing where I am in the airport to tell me exactly how long it’ll take them to get to their gate (63 percent); and personalised offers based on past and current travels and knowing their personal interests (43 percent).
- However, while passengers like personalised services, they remain resistant or sceptical about providing more personal data to airlines to deliver these services. On whether they would allow access to more personal data so they got a more personalised service when they flew, the majority disagreed (73 percent). Customers also regard digital apps as more about saving money for the airlines than making their journeys more pleasurable (42 percent).
Commenting on this, Robin Collyer, Senior Director, Marketing & Decisioning, Pegasystems said: “Passengers are embracing digital apps so much so that for many the quality of the digital experience is as important as whether they get an aisle or window seat. As our study shows there’s a great opportunity to use digital to provide more real time communication and engagement with passengers that pulls in more data about the customer and flight process itself. Yet, airlines need to bring their customers with them and build trust about how they’ll use customers personal data to craft the best possible flight experience.”