Airline Executives Believe They Are Falling Short in Their Plans to Enhance the Customer Experience According to Accenture Re...
18 October 2016 - 10:57PM
Business Wire
96 percent want to personalize the air travel
experience for customers with real-time data
While nearly 80 percent of airlines executives say they have a
clear vision for their customer strategy, nearly two-thirds (64
percent) believe they are failing to implement their plans to
enhance the customer experience, according to findings of a study
from Accenture (NYSE:ACN).
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Personalizing the air travel experience
with real-time data was ranked as the top emerging concept by
senior airlines executives. (Graphic: Business Wire)
The Accenture Digital Readiness for Customer Experience in the
Airline Industry study is based on interviews with executives
representing a third of the world’s largest airlines based on
volume of passengers flown. Among the key challenges facing the
airline executives polled, meeting customer experience
expectations, delivering consistency across multiple touchpoints
and implementing digital technology are among the biggest issues.
While 65 percent of executives polled are open to collaborating
with third parties and nearly half (48 percent) are concerned about
the security of data, airlines do want to leverage their ownership
of the flight to build a stronger relationship with the
customer.
When asked to identify the barriers airlines face when
implementing their digital customer experience strategies, 40
percent of executives cited aligning their internal culture to
digital technology and services as the top challenge. Additionally,
more than a third (36 percent) identified siloed technology systems
as the top implementation barrier - particularly the difficulty of
integrating legacy technology systems and multiple customer
touchpoints.
“Despite the advances that digital technologies have already
enabled, the airline industry is still missing out on opportunities
to better interact with its customers,” said Jonathan Keane,
managing director and head of Accenture’s Aviation practice.
“Airlines should take a cue from consumer-related business leaders
such as Amazon and Uber, whose simple and direct manner of engaging
and communicating with their customers allows them to offer unique,
personalized experiences in real-time. That is the best way for
carriers to meet the growing customer demands of a connected travel
experience.”
Accenture’s study revealed executive’s interest in emerging
digital customer experiences concepts:
- Personalizing the air travel experience
with real-time data was ranked as the top emerging concept by
senior airlines executives, cited by 96 percent of respondents, and
80 percent said they will deliver real-time personalization within
three years.
- Eighty-eight percent of those surveyed
agreed that digital transformations will extend beyond automation
to include new business, technology and operating models, and 72
percent said they plan to conduct this implementation within the
next three years.
- As the pricing boundaries between the
different types of carrier become less distinct, 80 percent of
those surveyed said that the flight and seamless service will be
more important than ever, and 68 percent said they plan to enhance
those experiences over the next three years.
With real-time personalization of travel experiences being
ranked as the top emerging digital customer experience (supported
by 96 percent of executives), airlines will need to consider how to
manage their data partnerships with third-party entities as data
ownership interests can be complex. Two-thirds (65 percent) of the
airline executives surveyed said they are open to collaborating
with third parties, and 20 percent are building customized software
with application program interfaces (APIs) to better engage with
their customers. However, 70 percent prefer that customers use an
airline’s direct platforms rather than a third-party distribution
option for all of their travel needs.
Accenture’s study further showed that to help manage the
customer influence from third-parties, nearly half (48 percent) of
executives believe airlines will need to take better advantage of
their centralized position in the end-to-end travel experience.
They want to leverage three unique strengths: owning the most
important piece of the travel value chain – the flight, having
access to richer customer insights and offering more touchpoints
and services.
Additionally, the Accenture study identified the level of
digital sophistication as another key strategy that will further
improve the customer’s connected travel experience with airlines.
Results showed that all airlines in the study are supporting
self-service through mobile applications and websites as well as
creating and leveraging a 360-degree view of the customer.
Two-thirds of respondents are engaged in expanding the digital
dialogue through social media and third-party partnerships, while
one-third of respondents are using real-time insights to enhance
the personalized customer experience.
Methodology
The Accenture Digital Readiness for Customer Experience in the
Airline Industry study is based on interviews with executives
representing a third of the world’s largest airlines based on
volume of passengers flown. Respondents represented a range of
roles including Chief Marketing Officer, Chief Commercial Officer,
Chief Strategy Officer, and Chief Revenue Officer. Both
full-service and low-cost airlines from North America, Latin
America, Europe, Middle East, Africa and Asia-Pacific
participated.
For more information, please visit: www.accenture.com/travel
About Accenture
Accenture is a leading global professional services company,
providing a broad range of services and solutions in strategy,
consulting, digital, technology and operations. Combining unmatched
experience and specialized skills across more than 40 industries
and all business functions – underpinned by the world’s largest
delivery network – Accenture works at the intersection of business
and technology to help clients improve their performance and create
sustainable value for their stakeholders. With approximately
384,000 people serving clients in more than 120 countries,
Accenture drives innovation to improve the way the world works and
lives. Visit us at www.accenture.com.
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AccentureStefanie Schumann, + 1
847-722-4144stefanie.l.schumann@accenture.com
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