European Customer Experience World

Lisa Burger Head of Customer Experience

14/15 May 2013

Transforming the easyJet end-2-end Customer Experience

3

Transforming our Customer experience

easyJet is well known across Europe; we fly 60million passengers annually, across 30 countries. Our cause is to make travel easy and affordable for our customers. We are passionate about walking in our customers' shoes to ensure we understand what customers value, gather their insights and measure how well we execute the experience consistently. All this whilst maintaining our low cost business model and culture. I will share our story on how we focused on our people, who in turn began to focus on transforming the customer experience.

4

easyJet - Facts & Figures

Safety is easyJet's No 1 priority

We currently offer over 600 routes across 130 airports in over 30 countries. easyJet flies to 44 out of Europe’s 50 largest

airports

• We have the leading presence on Europe’s top 100 routes

easyJet operates 204 Airbus A320 & A319 aircraft, with an average age of 4.5years old.

easyJet took delivery of its 200th Airbus aircraft on 26 May 2011, becoming the world’s youngest and quickest airline to reach

a fleet of 200 Airbus aircraft

2012 - 58.4m passengers carried, of which 10m were business passengers

Employee 8,000 people, including 2,000 pilots and 4,500 cabin crew

easyJet offers fantastic value: on average we fly you 1100km for under £60.00

Awarded “Best Low Cost Airline ” at 2012 Word Airline Awards (SkyTrax gathers 19m votes across 200 airlines)

Carolyn McCall OBE joined as CEO July 2010

5

Our network

6

Making travel easy & affordable

It will help to drive the revenues up

It will help us to drive costs out

It is an enabler to achieving our

strategic objectives

It creates a competitive advantage

Customer is at the heart of what we do

7

Our values

Safety We never compromise on safety

Simplicity

We cut out the things that don’t matter to keep us lean

and make it easy

One team

Together we’ll always find a

way

Integrity

We stand by our word and do what we say

Passion

We have a passion for our customers, our people and

the work we do

Pioneering

We challenge to find new ways to make travel easy and

affordable

8

Leading transformational change

Customer was not considered in our decision making and was not

at the forefront of our priorities

Our people were focussed on key metrics, operational, commercial

and financial

• Safety & OTP is King!

What did the easyJet Customer Experience look and feel like ?

What does our desired Customer Experience look and feel like for

the future?

• Co-Creation workshops

• Insights (Customer Satisfaction)

• Our people

Lead a shift in mind-set and engage the hearts and minds of our

people

9

Leading transformational change

easyJet – action and delivery, visual

• A picture tells a thousand words

Our customers and our people were able to help

us prioritise the fundamental stages in the e2e

journey that drove dissatisfaction

• Fix the basics & build CE foundations

• Put ourselves in our customers shoes

Insights into action

• Sort out the scrum at the gate

• Introduce allocated seating

• Give me information when its going wrong

• Mobile APP please!

Roadmap of short and long term activity

• Customer Board established

10

Leading transformational change

The customer journey. This is a framework for looking

at the customer experience and breaking down the

individual components for focused management and

development. It looks at key stages of the journey,

enabling definition of key touch points and significant

consumer moments of truth..

11

Transforming the e2e Customer experience

12

Transforming the e2e customer experience

1.2.3 Online Check-In

My easyJet Commercialisation

Customer Comms

Auto Bag Drop

Mobile B/Pass Bag proposition

easyJet Plus

Customer Charter Disruption

• 3 easy steps to travel

• Navigate through the a/p

process

• Remove confusion

• Today at 92%

• Rebranded a/p

signage

• Rebuilt existing site

• Reduce call volume

• Easier/intuitive

• process

• Maximise opportunity

• Reminder during check-

in process

• Targeted/relevant

• Single customer view

• X

• Auto bag drop

trials underway

• Online check in is

an enabler

• Drive down cost

• Functionality built

• Test across 6 airports

• Customers cant wait!

• Cabin bag

evolution

• Logical hold

Luggage policy

• SG simplified

• eJ+ signage

• SB Check-in

replaced

• Upfront/exit

seats inc.

• 17K staff trained

• M&A champions

• Externalise the

promises

• Flight tracker & Live

updates launched 1.4m

hits 26/2

A/P of the Future • eJ ideal a/p of the future

design

• Technology enabled

13

easyJet transition to 100% online check-in

An easyJet spokesman said:

an unspecified "transition period" would give passengers time to adapt to the new policy, but claimed that no plans were in place to charge a similar fee if they forget to check in online, or to print their boarding pass. "We try to be a bit more customer friendly than Ryanair, and hope passengers choose to check-in online without the threat of punitive charges," said spokesman.

“easyJet is always looking to make travel easier & more affordable. Online check in has proved popular with passengers, for whom it saves time queuing at the airport, and has helped easyJet keep its costs, & therefore its fares, low.“ He added that 80% of passengers already choose to check in online, and that the move was aimed at making the airport journey quicker for all.”

14

Marketing Director, Peter Duffy said: “We know from passenger feedback that it will be a popular addition to our award-winning app. Building on the success of the app, which is the fastest airline app on the market, mobile boarding passes is the next important step in our aim to make travel easy and affordable.”

Developing our Award winning App

15

Pull:

Data

Driven

Loyalty

Conversion

We started here: Using email to deliver ‘one-size fits

all’, predominantly sales-driven

messages.

Highly targeted and

relevant

Push: Broadcast One message and sales

driven

Re-purchase

We will end up here: A targeted, intuitive, customer-driven

travel experience

Optimising our direct marketing with the customer in mind

16

Hotel cross-sell Car cross-sell Families (infant and

non)

Getting organised BOSS

upsell

To and from the

airport

APIS 48 hours to

go

Online

check-in

Customer contact strategies We have launched a leisure customer contact strategy with the following objectives:

• Commercial - increase revenue from live bookers

• Customer - make travel easier and more enjoyable by providing a blend of operational, customer service and ancillary messaging at

relevant points in the run up to your flight

Building on the foundations of the above we are now:

• Optimising the leisure programme

• Developed a business programme

• Developed segmented versions – e.g. frequent flyer /easyJet Plus card holders

17

Leading transformational change

The customer charter. This is a behavioural framework

focused on setting standards for how our customer

facing people (in the broadest sense) deal with

customers.

18

How we created our Customer Charter

We held 10 workshops & follow-

ups with 300 of our customer

facing people to gather visions for

the charter

• > 100 contact centre agents

• 45 cabin crew

• 12 pilots

• 117 partners from top 30

Airport & ground ops

companies

Customer feedback was an

essential input into the workshops

Align with Brand Values

Exploration

19

20

How we created our Customer Charter

We held 10 workshops & follow-

ups with ~ 300 of our customer

facing people to gather visions for

the charter

• > 100 contact centre agents

• 45 cabin crew

• 12 pilots

• 117 partners from top 30

Airport & ground ops

companies

Customer feedback was an

essential input into the workshops

We consolidated & themed output

across all functions

• 5 clear themes emerged

• Each theme is supported by a

set of promises

Exploration Consolidation

21

Our Customer Charter making travel easy and affordable

safety first, we never compromise • Your safety and security is our number one priority

on your side, we see it from your point of view • We recognise your time is important

• We don’t assume we know best

• We make our decisions with you in mind

• We appreciate your needs and wants

• We will be your voice and champion your cause

a big smile, friendly service is our passion • Making you feel confident and at ease is at the heart of what we do

• A friendly, helpful and knowledgeable team awaits you

• We listen to you and help by providing options and solutions

• You want to arrive on time and with your baggage – we want that too!

make it easy, at every step • We tell you what to expect and what happens next

• You can chose the way you want to communicate with us

• We make information easily available to you

• We act on your feedback

open & upfront, we will always be straight with you • We believe in keeping you informed at all times

• We communicate with you in a truthful and clear way

• We admit when we get it wrong and say sorry

our

promise

to you

22

Making travel easy and affordable

23

How we created our Customer Charter

We held 10 workshops & follow-

ups with ~ 300 of our customer

facing people to gather visions for

the charter

• > 100 contact centre agents

• 45 cabin crew

• 12 pilots

• 117 partners from top 30

Airport & ground ops

companies

Customer feedback was an

essential input into the workshops

We consolidated & themed output

across all functions

• 5 clear themes emerged

• Each theme is supported by a

set of promises

We ensured alignment of themes

with people values & brand values

Board signed off

Customer charter

Apr 2012

Rollout and implementation plans

agreed with each area

commenced Summer12

embedded into induction, training,

recurrent, appraisal, reward &

recognition

Exploration Consolidation Alignment

24

Integration with our Brand Values

Internal

Value

Descriptor

Safety first We never compromise on

safety.

One team

Together we’ll always find a

way.

Integrity

We stand by our word and

do what we say.

Simplicity

We cut out the things that

don’t matter to keep us lean

and make it easy.

Pioneering

We challenge to find new

ways to make travel easy and

affordable.

Passion

We have a passion for our

customers, our people and

the work we do.

Customer Promise Descriptor

Safety first We never compromise on

safety.

On your side We always see it from your

point of view.

Open & upfront We will always be straight

with you.

Make it easy We make it easy at every

step of your journey.

A big smile Friendly service is our

passion.

25

“Very proud to be part of it”

“Very valued to be part of

this”

“Lots of time and effort has went (gone)

into this. Feel very proud to be a part of it”

“Feel proud to be part of something which will help to

move the company forwards”

“Proud to write some history for a

great brand!”

“We made easyJet history”

26

Implementing the customer charter AROUND 17,000 of our staff on the front line have been educated around the charter

• 3,600 Cabin Crew

• 4,800 have attended base

roadshows/workshop

• 1,400 Captains & FO’s

• Over 9,929 front of house customer

facing staff

• 458 Contact Centre agents in Poland &

India

• In addition for 98 airports have

completed train the trainer classroom

sessions

27

How do you bring to life the charter in your role?

28

Ground Ops Walking in their Customer Shoes

29

Introducing our pledge site

• Pledges reviewed every day

• Customer Experience Team moderate

and approve

• Group pledges by area or promise

• We will publish by team/area regularly

• 282 pledges in the first 5 days

30

Externalising our charter promises

31

My final thought…

“The key to successful leadership today is influence, not

authority”

Kenneth Hartley Blanchard

Thank You

Q&A