United Airlines-

CXX Journey
Roll Numbers Names
SUBMIT TED BY GROUP 9 : 170103145 Nymisha Medicharla
170101014 Anoop Gopal
170103210 Shankar AVBS
170103191 Sai Kashyap N
170103056 Bikash Panigrahi
Context
Mr Dao, one of the 4 passengers aboard the Louisville headed United airline is forced out of the plane
and is left bloodied following a tussle with security officials to remain on-board.
Issue goes viral with critical comments on social media platforms
Creates a cascading damage to the reputation with investors and other stakeholders taking a serious
note and causes a freefall in its market valuations with a 1% plunge valued at 255 million USD.
Having rendered the apologies, acknowledged the “system failure” to achieve some damage control,
Mr Munoz and his team is now tasked with
◦ Restore the customer confidence
◦ Change the image of the company in the minds of the customers in whatever the airline does.
Objectives as a consultant

Designing
Analysis of the Measuring
Customer
situation Customer Delight
Journey
The Incident
Inserting video Here
Present customer journey map Online Search and Booking based on
availability of tickets
Offline Tickets booking at the airports or
Ticket through travel agents
Carry-on and Check-in Booking tickets with TDD
Baggage information Booking
Excess baggage support
Animal travel information Baggage Payment Digital transactions Online
collection & Cash/Card Transactions
Departure s
Offline

Customer
Premium cabin experience &
United Economy
Dining Visit at
In-flight
In-flight entertainment Experience the
Flight information display
Payment for in-flight airport systems
purchases Check in
process & Airport kiosks
Boarding More than 45 united club
Check in counters and Self-service kiosks locations , with various
Process
Security clearance and assistance with facilities
boarding
Problems Identified
Customer Grievance classification

In-Flight Check in Airport

Payment Post flight
Experience process experience
Poor leg & Seat
space
Bugs in blankets Poor service at
the United Crediting loyalty
Poor service Compensation
Delays in check-in lounge reward points to
Unapologetic Not provided for
process customers not
attendants delays and change
of class Repetitive delays Unresponsive efficient
Flight attendants at the gate Ground staff at
unavailable airport kiosks
during long haul
flights
Overall Customer Experience
United’s Knee-Jerk Reaction for damage
control
Limit use of law enforcement to safety and security issues only.
Not require customers seated on the plane to give up their seats involuntarily unless safety or
security is at risk.
Increase customer compensation incentives for voluntary denied boarding up to $10,000.
Establish a customer solutions team to provide agents with creative solutions such as using nearby
airports, other airlines or ground transportations to get customers to their final destination.
Ensure crews are booked onto a flight at least 60 minutes prior to departure.
Provide employees with additional annual training.
Create an automated system for soliciting volunteers to change travel plans.
Reduce the amount of overbooking.
Empower employees to resolve customer service issues in the moment.
Recommendations
• Providing Frequent offers and discounts on ticket-booking through app
Ticket Booking • Using Data analytics , quicken the booking cycle for frequent flying destinations

• Streamlining payments into a single gateway (Card , Credit etc) by going digital
Payments • Single-click payments in apps , Multiple currency payments , accepting vouchers
, airline points etc
• Transport to airport
Airport Experience • Lounge facilities to be regularly checked and updated during halts or otherwise
• Customer Solution team to readily assist passengers in case of layoffs and connecting flights

• Airline knows where you are , keeps track of time left to board
Check-in process • Alerting the passenger through mobile notifications

• Maintaining the standards in seating and services(Inflight Mobile POS)

In-Flight Experience • You-decide meals
• Mood Lighting , Seamless wifi connectivity

• Tagging cabin luggage

Baggage Collection & Departure • Continuous upgradation of departure and arrival facilities and support

• Providing the passengers with local stay and customized travel options
Post-Flight Retention • Customer loyalty schemes upgradation , doubling the miles after every xxxx miles .
• Non peak time offers & Customer experience management through feedback
Customer Delight Measurement(Based on customer Survey)
Parameters Perception(On a scale of 5) Experience(On a scale of 5) Gap (A-B)
(A) (B)

Ambience
Employee Appearance
Timeliness
Problem solving attitude
Extra assistance
Prompt service
Accuracy of Service
Knowledge of products
Politeness
Consistency in service
Availability of Staff
Conclusion
• At the heart of the customer experience is a safe , smooth , on-time journey.
• Customer experience design is as important as integrating all the primary and ancillary services.
• What is the value of receiving a favourite welcome cocktail , when your bag is not on the flight with you
??
• While customer-centric digital improvements are important and the need of the hour for United
Airlines , operational efficiency and cost reduction through digital technology will improve the overall
experience
• Focus on the digital journey should be on three lines :
• Improving business models , technology models and operating models.
• Implementation through:
• Equipping ground staff with tablets
• Growing their social media presence
• Moving data to the cloud
• Providing mobile access to travel documents
• Resistance to organizational changes is one are to be improved upon to gain the long term objectives
for the company