Data Pulse # 434
Removing Friction in the customer journey to make it easier is critical for future success, and is important as a way of telling your Brand story , particularly if you are called EasyJet. Digital transformation can accelerate this change if applied with a clear focus on the commercial goals combined with deep understanding of the customer journey .
Carolyn McColl at Easyjet made great strides at using digital technology to transform the organisation making it easier for their customers to travel, simpler for their colleagues and cheaper for the organisation. They started with a clear understanding of the commercial goal: More customers flying more often on Easyjet, and developed a series of customer propositions that made it easier to fly driven around the key hardware that most travellers provide themselves: The Smartphone.
Easyjet app developed with key functionality
1) Book Flight
2) My Flights Booked
3) My Flights Tracked
4) Mobile Check-in and Mobile Boarding Passes.
5) Option to book HireCare & Hotel.
All personalised through MyEasyjet traveller registration , that uses customer data held, (including passport, address credit card details ) geolocation of all data, previous flights searched and taken to make it easier for booking.
I have just headed off skiing flying Easyjet:
- The email alerts prior to travelled felt timely & relevant: adding personal information, and checking.
- The mobile boarding pass removes friction in finding a printer to print a boarding pass and then not losing the boarding pass as you travel through the airport .
- The Flight Status monitor is an easy way of seeing ahead of leaving for the airport if flights are delayed or reassurance.
Easier Self Serve Baggage Drop.
Easyjet now have self serve baggage drop in Manchester as well as Gatwick , which makes it easier and quicker to drop off baggage rather than queuing
What Friction Points Next?
TO AND FROM THE AIRPORT
I would appreciate Easyjet helping me get to the airport and then to my onwards destination. It would be easy to partner / connect with Google or Citymapper to provide live travel options on drive times, Trains/ buses to catch, or even a link to Uber to get a ride to and from the airport.
WALK THROUGH AIRPORT STRESS FREE.
I would really appreciate being walked through the airport with digital alerts that help me understand which gate to go to , the time to gate, and alerts on how busy it is at anyone time. This technology is available and has been piloted in London City Airport by Dan Byles and the team at PlanetIT. So watch out for a digital concierge helping you through the airport and ensuring you have enough time and and not be rushed.
Eat, Drink and Shop at your pace.
I’ll even be able to order ahead and have my Starbucks coffee and porridge waiting for me as I arrive through security !
I am a demanding customer but I am really just like everyone else just more vocal.
Good Luck to Johan Lundgren , new CEO easyjet in accelerating the use of data even further to make easyjet even easier.