Qantas   | Customer Experience Strategy

 
 
 

Reimagine the future of travel 

 

The airline industry is highly turbulent with tight margins, rising customer expectations and growing digital disruption organisations are needing to carefully make sound investment choices of where to play to ‘sustainably’ win. 

 

CHALLENGE

 
 

To develop a ‘group wide’ customer experience strategy that enables Qantas to continue to stay ahead of the competition.

 
 

THE OUTCOME

 
 

Qantas possessed a vision for the future, capital to go after it and mobilised team to bring it to life including a newly created Chief Customer Officer role.

 

OUR APPROACH  

 
 

“ x ”

 
 
 
 
 

x

 

Insights

 

 

 

  • Brought together the diverse teams who impacted the customer,  ranging from product designers and service delivery through to commercial accountants. 

  • Created a 360° understanding of customers leveraging a combination of new and existing qual, quant and operational data.

  • Used real customer stories and visualised personas to help staff connect with customers.

 
 
 
 
 
 

Future Casting

 

 

 

  • Mapped trends from the safe to cutting edge to educate and inspire staff as to the possibilities.

  • Ran ideation sessions with staff and key partners generating over 600 possible solutions

  • Concepts were sketched up and tested with customers and employees to identify which ideas resonated (bottom-up build).

 
 
 
 
 
 
 

Strategy & Roadmap

 

 

 

  • Developed with leaders a top-down future vision, prioritised roadmap and associated budget. 

  • Mobilised a roadshow and supporting assets to drive buy-in and enhanced the internal design capabilities and toolsets to implement the program.

 
 
 
 
 
 

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