Here’s how airlines can handle operational disruptions without losing loyalty

By on May 20, 2016 | Spotlight

Getting stranded on a long haul flight. Did the airline call in an operational loose end? Does the feeling seem oh so familiar? Airlines have been trying to incorporate operational recovery measures which the tech-savvy traveller has on his fingertips. This has also gotten the airline in a position where they are fighting to keep the customers loyal to their brand who can afford alternate modes of travel; thanks to the technology of the millennium.

Customers can never be categorised in a vertical which would depict the entire behavioural pattern of them. Airlines would have to offer more personalised solutions to these problems if they want to survive the breakneck competition in this segment.

disruption handling

Cognizant has been active in finding industry solutions to all major problems existent today. Their travel and hospitality solutions have been dedicated to niche problems that have a direct impact on brands and their loyalty. Their report on the ability of airlines to deliver customised experiences through operational hazards has a lot of insight to offer. Let’s take a quick look at what are the key takeaways from the case study.

Handling disruptions in all together personalised way

Airlines have come up with collating behavioural pattern and data along the way while bookings and delivering services. This huge data stacked with them has all the potential to build a customised solution around the traveller. This data can be derived from traveller’s online activities and when blended with an understanding of their behavior can devise a personalised disruption solution.

Developing personas

By analysing the data based on behaviour, time and event, the airlines can then develop different personas around the traveller. This varies around their behaviour and their reaction. To develop accurate personas, airlines should use these two attributes to derive data.

Empowering social media channels

By choosing right media channels like Whatsapp or Facebook and sending it on the right device, airlines can greatly reduce consumer anxiety. Around a maximum number of passengers say that they are informed about a disruption after reaching the airport.

Enabling staff

Even after the sense of self-service penetrates, the travellers would prefer the disruption to be handled by the airline staff. Staff enables information exchange channels wide open through a disruptive handling.

Predictive disruption handling

Most of the passengers would want to hear about any disruption on a first-hand basis. Airlines like British Airways employ predictive disruption identification models such as possible cancellation or a future disruption scenario and interact with the flyers.

You can see the entire report here.


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