At World Aviation Festival, a panel of experts gathered to answer the golden question: What the hell do our customers want?

Moderated by Henry Harteveldt, President, Atmosphere Research Group, the panellists shared experiences, drew on studies, and challenged one another to unpack the pressing question. The session featured representatives from airlines and tech companies to get a varied view, bringing together Olivier Krueger, CMO, Lufthansa Group, Linda Jojo, Executive Vice President, Chief Customer Officer, United Airlines, Roy Capon, Head of Digital Experience – Global Growth Markets (EMEA & APAC), Cognizant, and Miles Tappin, VP Sales Northern Europe, ForgeRock.

Although the conversation spanned a number of topics, it can be summarised in three key themes: Personalisation, responsible data use, and a cultural shift toward customer-centricity.

The panellists collectively emphasised the importance of viewing passengers as individuals, as opposed to a homogeneous group. From this, the potential data has for creating a hyper personalised experience was explored, with Krueger suggesting it allows for an in depth understanding of the customer capable of “turn[ing] marketing into a partnership.”

A debate around the use of passenger data evolved into a discussion on trust building and responsible data use. Harteveldt probed the panellists, asking how we can encourage passengers to proactively share their data in order to provide the seamless journey customers expect.

Looking at organisational and cultural change, the panellists also weighed the benefits of customer-focused culture and structural change. Watch the full session below to find out their thoughts.

 

 

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