Case Study: Major International Airline Carrier

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The Situation

As satisfaction in the airline industry continues to improve, this major international airline wanted to make sure that it maintained its strong competitive position in the marketplace. The airline had already made significant strides in improving customer satisfaction internally; however, the client’s lack of consistent execution presented one of its biggest obstacles to remaining competitive, preventing it from achieving the highest ranking in the J.D. Power customer satisfaction study.



J.D. Power conducted a Customer Experience Strategic Assessment for this international airline and provided the following targeted strategies for improving customer satisfaction: 

  • Focus on a consistent execution of the branded experience, with a view from the customer’s seat.
  • Provide more coaching and engender a culture of accountability for consistently delivering the branded experience.
  • Develop a standardized, consistent approach for measuring the branded experience, capturing VoC feedback, and leveraging data to improve performance. 
  • Establish a centralized Customer Experience Team that has enterprise-wide responsibility for the branded experience. 



The airline significantly improved its customer satisfaction score by 14 points (on a 1,000-point scale) within the Wave 1 (6-month release of 2015 study) results, making progress in closing the gap with the highest-ranked airline.