Finnair Oyj

Customer Feedback is Critical

Blog post   •   May 31, 2016 10:39 GMT

New innovative services and comfortable air travel is what we strive for and what we are committed to developing. Our customers’ views are an essential part of our development process and we also want our customers to help us build the Finnair of the future.

In the spring we started testing our real-time customer satisfaction survey. We wanted to have a deeper insight into how customers feel about our service, and what you can do to make it better. For three months, we surveyed the satisfaction of passengers daily on flights to or from Shanghai, Tokyo, London and Paris using an SMS customer pulse survey at the end of each flight.

Our in-flight customer service plays a major role in customer satisfaction. The surveys reveal that approximately 25% of passenger satisfaction is made up of the personal service provided by cabin crew. Personal customer service means that we serve our customers with unique experiences and personal encounters. Succeeding in this task requires us to monitor customer satisfaction constantly, listen to the customer and develop our customer service accordingly.

Our customers rated the in-flight service on a scale from 1 to 10 immediately after landing via SMS. We also asked them to describe the customer service in one word. We wanted to know how they felt about our service immediately after landing. In the report, we displayed these feelings in the form of a word cloud (below).

Sanapilvi asiakastyytyväisyys

Based on the survey, our customers have mainly good things to say about our in-flight customer service, which they describe as “friendly”. The overall grade was 8.8. The flight to Paris received the highest score of 9.0. All in all, the results of the survey were good, but naturally there is always a great opportunity to develop our in-flight service.

The numerical average of the rating by customers was sent to the in-flight purser about 20 minutes after landing. The purser shared the feedback with the team, allowing the crew to gain fresh insight into how customers felt about the service. After each flight, we also shared the results of the SMS survey with the respondents and with our cabin crew on the screen in the Helsinki crew centre.

Listening to our customers in real-time is an excellent opportunity to gain immediate feedback on one’s own work to reflect upon. For our pursers, the survey served as a tool for managing the team’s performance from the customer experience point of view. We are currently developing how we measure customer satisfaction so that we can conduct a customer satisfaction survey even during flights. So, the next time you fly with us, we would appreciate your feedback. We’d love to hear your thoughts.