Creating a great experience
Bashuli Sane
Cathay Pacific Airways
Holistic Service Design
Emphasis
E
h i on proactively
ti l crafting
fti the
th whole
h l “customer
“
t
experience” spanning the entire customer journey
Holistic Service Design
E t ili mapping
Entailing
i the
th customer
t
journey
j
against
i t their
th i
need states
Delivering
D
li i
Happiness
Specific
needs
Commitment
& Consistency
Expectatio
ns
Holistic Service Design
S
Segmentation
t ti – Identification
Id tifi ti – Implementation
I l
t ti
• Need states vary not only across passengers but
also by types of travel
Leisure family trips versus busy business trips
– Role of entertainment , Tailoring the F&B offering
offering,
Comprehensive lounge facilities etc
Destinations
est at o s impact
pact travel
t a e stress
st ess
– Fast track facilities at complex or busy airports
Type of trips
– Long haul \ Medium haul flights : Relaxation versus work
• Development of product features
• Service flows
The Customers do not view
‘experiences’ via a single lens
• Cumulative experiences
p
shape
p individual expectations
p
 At an individual level
 Influenced by others
• Shifting goal post
 Always viewed relatively : expanding beyond the category
 Constantly evolving and getting redefined
• Not
N t limited
li it d b
by geographical
hi l b
boundaries
d i
 Anytime anyplace internet information
• Time to market and Product Lifecycle
y
 “New and improved” quickly becomes an “expected”
Inside out – Outside in approach
Customer
p
Expectatio
n
Returns
CATHAY PACIFIC
Monetary Monetary
Outflow
Market k
Forces
Internal Business
Business Objectives
Spotting the Opportunity that’s right
for the specific brand
• Define and understand ‘Value’
• Discover new ‘Values’
• Link these ‘values’
values to customer behaviour
Design the right products and
services
Our development process is Customer Focused
 Customer needs and expectations = inputs into the
development process
 Iterative testing = fine tuning and refining with our
customers = getting it right
 Post launch testing and monitoring = evaluating in
market performance with our customers
 Long term monitoring of customer satisfaction = early
spotting of lifecycle trends
Delivering it to our passengers
 Design the right products and services for the target
customers.
 Deliver these p
propositions
p
byy focusing
g the entire
company on them with an emphasis on cross-functional
collaboration.
 Develop our capabilities to please customers again and
again (build consistency) —by such means as revamping
the planning process
process, training people in how to create new
customer propositions, and establishing direct
accountability for the customer experience
Understand – Explore – Validate
through our Cabin Development Centre
Development centered on
d
customers needs
Product
Product Developme
nt
Passenger Needs
Cabin
Environmen
t
Seat Design
Storage
Flat bed
Development hand in hand with our
passengers
Product Developmen
p
t
Identify Success
Parameters
Differentiation
ff
Area’s of Improvemen
t
A Spacious and Open cabin
The right
g balance of privacy
p
y and
openness
Seating that enhances
companion travel
Creating storage space which meets
our passengers needs
The Cabin at HKIA
Ideation
Conceptualization Generation
Explore
Translate
SWOT
Mapping
Selection
Competitive Landscape
Functionality testing
Trends
Technology integration
The Cathay Pacific Solus Chair
Phase III
Solus Chair 2nd prototype
Phase II
Solus Chair 1st prototype
Privacy screen changed to a tinted
h d
shade
Transparent privacy
screen
In-built light
In-built
In
built light
removed
Coat hook
Back support &
cushioning modified
Arm rests
Table
Power socket
Seat
S
Kick plate
Luggage store
Power socket
relocated (from
underneath the table to
the side of the arm
rest)
Exterior protection
profile
Material changed to
Luggage store
leather
removed
I
Increased
d seatt depth
d th
Coat
hook
relocated
(engraved
with CX
brushstrokes)
Back
support
pp
&
cushioning
enhanced
Kick plate removed
The ‘Deli’ Concept
Passengers
g
comments on Online Forums
Great selections
of food of
blending
western deli
style with Hong
Kong dim sum
selections..
The sandwiches
are quite nice and
I like the healthy
drink bar. Food is
much better than
the Wing or Pier.
In the Cabin right now.
having some of the
smoothie. loved the
buffet
selection much nicer
selection...much
than just some
noodles. even some
cocktails. generally i
find it very nice.
Spacious and Open
Common elements reinforce
a single branded journey experience
Maintaining the work relaxation
balance
Competitive Advantage
i linked
is
li k d to
t building
b ildi
total customer experience