Case Study: Alitalia


Confirmit Team

Confirmit Team

Author Bio

Confirmit’s dedicated teams work to deliver world-leading customer experience, Voice of the Employee and Market Research solutions. 


Author Bio

Alitalia uses feedback from its regular customers to inform decisions about every aspect of the customer experiences it provides, ensuring it continues to exceed customer expectations and command customer loyalty.

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Alitalia uses feedback from its regular customers to inform decisions about every aspect of the customer experiences it provides, ensuring it continues to exceed customer expectations and command customer loyalty.

"The customer panel we’ve built using Confirmit means it’s now possible to create and deploy a rapid survey to a targeted group of customers, who understand the issues we need to talk about. This is a great advantage!”

The Team

The team runs a customer panel consisting of its MilleMiglia Program (frequent flyer) members. By running the panel on Confirmit’s platform, the team is able to identify the right people to request feedback from on particular issues. To ensure that the information about panelists is up to date, there is a regular feed from the CRM system which provides details on new panel members, recent flights taken, etc. 

The Market Research team uses the Confirmit Horizons platform to create online surveys on a range of different topics. Because continually updated panels are used, customers only receive surveys which are directly relevant to them. For example, feedback requests about new product ideas will only go to key customers who’ll have clearer ideas about how these new products might fit into their existing experience, while surveys focusing on individual service aspects like in-flight meals will go to customers who’ve flown recently and who will remember their meal. 

Now in its second year, the initiative is enabling Alitalia to focus on how customers feel about the service they’ve received in the past, while also helping them to shape service in the future. Surveys address a range of service components, including on-board issues such as the composition of meals, the contents of the cosmetic bags, or selection of audio-visual entertainment—all of which combine to create the overall customer experience.

Focus

Now in its second year, the initiative is enabling Alitalia to focus on how customers feel about the service they’ve received in the past, while also helping them to shape service in the future. Surveys address a range of service components, including on-board issues such as the composition of meals, the contents of the cosmetic bags, or selection of audio-visual entertainment—all of which combine to create the overall customer experience. 

The Market Research Manager at Alitalia comments “In Italy, the majority of the population doesn’t fly regularly, so the process of identifying our key customers has always been rather complicated and expensive. 
The customer panel we’ve built using Confirmit means it’s now possible to create and deploy a rapid survey to a targeted group of customers, who we’re confident fully understand the issues we need to talk about. This is a great advantage!” 

Customer reaction to the program has been excellent. The average response rate to the surveys is around 65%, which demonstrates the level of customer engagement in the process. Alitalia also asks customers to rate the survey itself to ensure they make the most of the feedback process. With a survey satisfaction score of over 80%—they’re certainly on an upward trajectory.

 


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