This article is re-published with kind permission of“www.airlinetrends.com”.
As part of a trend that sees airlines and airports welcome real-time feedback from passengers via digital channels other than social media, Sri Lanka’s national carrier, SriLankan Airlines has launched a comprehensive customer satisfaction platform which captures feedback from passengers throughout the journey, from booking to overall satisfaction measures after the return home.
The airline has set up various ways for customers to share their impressions of service quality at its Colombo Ticket Office service counters, on its website, at the check-in counters at Colombo Airport, inside its lounge at the airport – as well as on-board through a dedicated application on iPads issued to cabin service managers.
There is also a survey app incorporated into the airline’s IFE system, plus a feedback module incorporated in SriLankan’s mobile app.
Once the journey has ended, customers also receive an email request to evaluate their journey. All surveys are available in five languages:
English, Sinhala, Tamil, Chinese and Japanese.
The passenger feedback which was initially gathered through a paper-based system has evolved gradually and the airline has now developed a full-fledged system where they could amass the treasured thoughts of passengers via digital media.
Feedback data combines a full set of passenger profiles such as name, gender, ethnicity, travel preferences and their service aspirations with flight information into a data warehouse which further enables SriLankan to create a rich set of analytics, identify trends and strengthen customer relationships.
“Today we are serving an informed, tech savvy, demanding customer. We understand the service expectation can be delivered by working smart. We recognise that technology can bring the speed and sophistication to serve today’s customer,” says Mr Chanaka Olagama, Head of Cabin Services, SriLankan Airlines.
To ensure prompt responsiveness to service interruptions and critical issues which affect passenger satisfaction, real time alerts for immediate service recovery or negative feedback from passengers are sent to the supervisor of each customer touch point via text messages.
Additionally, live dashboards display the overall mood of customers through color-coded cards which reflect passenger satisfaction ratings, based on feedback received.
Data is refreshed every two hours, and presents a graphical overview of customer satisfaction performance at all service points across the airline. The screens are on display at the offices of all divisional heads and in staff common areas, such as the cafeteria and restrooms.
SriLankan plans to integrate its passenger feedback system with its customer relationship management system, in order to assist the airline to consider customer preferences by passenger profile in order to develop more personalised service.