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Customer Contact Experience Benchmarks—Airline Industry
Frost & Sullivan, Dec 2011, Pages: 64
This research study benchmarks various customer contact experience attributes such as customer satisfaction, customer experience, and customer loyalty for the airlines industry across many contact channels: live agent phone, IVR, email, chat, and Web self-service. A Web-based survey methodology was used for this study: N=567. Companies benchmarked in this study include but are not limited to: AirTran, Alaska, American, Continental, Delta, JetBlue, Southwest, United, and US Airways. Within the industry, the most popular contact channels are: website self-service and phone/live agent. E-mail is less popular, while phone/IVR and chat with live agent are niche channels.
Use of Specific Channels Within the airline industry, the most popular contact channels are as follows:
- Website self-service (used by over half of those who contacted an airline within the past four weeks)
- Telephone live agent (used by xx percent)
- E-mail (used by xx percent)
- Telephone-IVR and website (used by x percent)
- Chat with live agent (used by x percent)
Top Channels: Satisfaction, Meeting Expectations, and Loyalty
- Website self-service receives the highest “overall satisfaction” score (mean x.xx on a scale from 1 [very dissatisfied] to 7 [very satisfied]), followed by phone-live agent (mean score x.xx).
Evaluation of Contact Channels
- In general, the airline industry offers its customers quite high “overall satisfaction” scores: the industry weighted mean score* is x.xx on the seven-point scale (1=very dissatisfied to 7=very
satisfied).
- Overall, the airline industry also meets or even slightly exceeds its customers’ expectations: the industry weighted mean score is x.xx on a three-point scale (1=below expectations, 2=expectations
met, 3=above expectations).
- Lastly, the airline industry also keeps its customers quite loyal: the weighted mean “customer loyalty score” is x.xx on the seven-point scale (1=lowest loyalty to 7=highest loyalty).
Top Airline
- Among all airlines surveyed, Southwest Airlines receives the highest overall satisfaction scores across all channels (weighted mean score x.xx, where 1=very dissatisfied and 7=very satisfied).
Alaska Airlines (weighted mean score x.xx) and Delta Airlines (weighted mean score x.xx) round out the top three.
- Southwest Airlines also leads on “expectations” (weighted mean score x.xx) and “loyalty” (weighted mean score x.xx).
- E-mail and website self-service best satisfy customers’ expectations (mean score x.xx and x.xx, respectively, on a scale of 1=below expectations, 2=expectations met, 3=above expectations). Telephone-live agent and interactive voice response obtained slightly lower results (mean score x.xx and x.xx, respectively).
- Website self-service also receives high “customer loyalty score*” results (mean score x.xx on a scale from 1=lowest loyalty to 7=highest loyalty). E-mail (mean score x.xx) and phone-live agent (mean score x.xx) round out the top three.
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