The Future of

Customer Experience

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 PLAY MOVIE
Gerd Leonhard
Futurist and Humanist author and
film-maker

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Business as usual is dead.

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Typical Airline Servicescape

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Top Airline Challenges in 2023

Russia-
Infrastructure Ukraine Disruptions
Conflict

C19 Aftermath Congestion Differentiation

Climate
Skills Change
Fuel Efficiency

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The Evolution of Customer Experience

1900 1960 1990 2010 2023

Commodities Goods Services Experiences AI

Age of Industrialization Age of Age of Age of 5IR?

Distribution Information Customer INDUSTRY 5.0

Undifferentiated Competitive Differentiated Personalised

The era
of data

The era of the

Distribution and Customer
Mass manufacturing information PRIVATE & CONFIDENTIAL
Why is Customer Experience Important?

Brands that create extraordinary experiences achieve financial returns more than double the average market

Digital Physical Emotional

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PRIVATE & CONFIDENTIAL
YOLO FOMO

Experiences
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What is Customer Experience?

Close
your
eyes

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Did any of you think about this?

TECHNOLOGY DATA DEPARTMENT PROCESS

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What is Customer Experience?

Entertainment

Work

Interaction Emotions
(Feelings)
Family

Outcome
Social
Sports
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Emotions

Fight-or-flight Emotions, Feelings, Cognition, Sensory Perception

Memories Language, Logic, Reason
No language No language

~500m years ~250m years ~Most recent

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“People will forget the things you do, and people
will forget the things you say. But people will
never forget how you made them feel.”

Maya Angelou

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Good or Bad Experience is Determined First by Emotion

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Customers don’t always
think or behave logically

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Peak-End Moments Disproportionately Influence
Customer Experience
People often remember an experience by the way they felt at:
The start: The Peak Times: The End:
Though not that The Highs, Lows, Intense and The Lasting
much Extremely Memorable Times Feeling

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Strategic Plan – Formulation

People

Purpose Product

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Product

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Purpose

“Build the best product, cause no 'To create a better Connect People to what’s important
unnecessary harm, use business to everyday life for the in their lives
inspire and implement solutions to the many people', through friendly, reliable,
environmental crisis.” and low-cost air travel

“To inspire and nurture “To accelerate the “To make people happy”
the human spirit – one person, one world's transition to
cup and one neighborhood at a time.”  sustainable energy.”

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Analysis of Airport & Airline Vision Statements
Frequency and percentage of vision statements addressing the following elements

Source: Airport branding: content analysis of vision statements Rafael Castro Southern Cross University Gui Lohmann, PhD Griffith Aviation PRIVATE & CONFIDENTIAL
People

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MAKE IMPOSSIBLE
I’M POSSIBLE

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People

3 groups of people:

Aviation-related Passengers Commercial

3 areas to focus on:

Culture (stories) Metrics Going the extra mile

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Because of … Training Instructions, NOT Inspiration

HIGH

Most Customer
Service This is where you need
Cultures to be
Instruction
(What)

LOW Inspiration (Why?) HIGH

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Daily Actions

Don’t settle
Stop Stop merely Praise Proactive,
for
transacting “servicing” willingly not reactive
mediocrity

Connection
Elevation
Pride
Transformation

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Everything that cannot be digitised and
automated, will become
extremely
VALUABLE

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Conclusion: A Really Simple Paradigm for 2023

PRODUCT

PEOPLE

PURPOSE

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www.commercialexcellence.co

Thank you
Let’s stay connected.

Vimal Rai
Managing Partner, CEP

vimal@commercialexcellence.co

+65 9002 5919

Vimal Kumar Rai

© 2023 Commercial Excellence Partners Pte Ltd. All Rights Reserved. www.commercialexcellence.co