How do you prepare for the future when the pace of present growth is challenged by customer frustrations and declining perceptions? Despite recent growth, Aeroméxico, Mexico’s flagship airline, faced a competitive landscape whose rivals were growing even more quickly. The emerging competition came from a combination of new budget airlines and increasingly more sophisticated international carriers. To add more pressure, customers’ expectations of quality were being driven yet higher by customer experience leaders in retail and hospitality. Even domestic customers who usually take deep pride in their national carrier were attuned to the shortcomings, as social media amplified the service frustrations and perceptions.
In the midst of these challenges, and while undertaking a rollout of consumer-facing touchpoints, including a new website, new lounges and a new airport, Aeroméxico called on Lippincott’s industry and innovation expertise. The project quickly expanded into a full reenvisioning of the customer journey and travel experience, as Aeroméxico sought to define the future of air travel.
A brand platform to focus future innovations
Leveraging consumer data and insights on the shifting customer demographic, we focused on two critical segments: senior executives and experience-driven millennials. A key step in the work was the development of personas for these segments. Their preferences and behaviors came to directly shape every discussion and exploration of the customer experience, from buying a ticket online to hailing a taxi from the airport and arriving at the final destination. Our Jobs-based Innovation approach provided the project team the discipline, empathy and guidance to innovate solutions based on a deep understanding of the customer’s perspective — bringing pain points to life and identifying moments to make the journey easier, more enjoyable and in step with evolving technological expectations.
The collaborative efforts of Aeroméxico and Lippincott led to the brand’s repositioning as “Thoughtfully modern, unmistakably yours.” The new brand combines breakthrough technologies with a warm human touch. But brands are built on actions, not words. To live up to Aeroméxico’s mission of reimagined, modern travel, we needed to make sure they could deliver on the promise across the travel journey. How? By looking beyond airlines to design experiences focused on customers’ needs with a forward view that anticipated major shifts well into the next decade.
Defining tomorrow today
We immersed ourselves in the life of the customer of the future using our proprietary frameworks and research. Throwing all assumptions out the window, we challenged teams to think bigger and bolder, asking questions such as: What will the end-to-end air travel experience look like in 15 years? How will customers expect us to take care of them?
Our final experience vision map contained actionable items that directly reflected Aeroméxico’s business goals. Over 100 new ideas were developed, ranging from actionable service enhancements for today’s traveler through to conceptual experiences fit for the customer of the future. New airline service roles were conceived on- and off-board to reduce stress and add value. New revenue streams were identified and reinvented, such as the amenity purchasing experience — offering a selection of specially curated items that go beyond typical business class amenities and reflect Aeroméxico customers’ sense of quality and craftsmanship.
Lippincott helped prepare Aeroméxico not only with a vision for the future, but with tools that stimulate near-term improvements that will win and keep customers, as well as create the runway and trajectory for long-term future relevance, leadership and growth.