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Touchpoint Mapping Case Study

Highly rated International airline

Challenge

In order to offer the best service to your customers, a company needs to understand what their customers’ value. The airline analyzed their customers’ experience and defined the different touchpoints where customers interact with the company as well as what the customers valued at each touchpoint.

Trainiac was then approached to help them visualise the customer’s journey, the touchpoints and what was valued at each touchpoint. The touchpoints identified were online booking, check-in, security, waiting lounge, boarding, flight, arrival and baggage claim.

Approach

Trainiac began the project to design a touchpoint map that encompassed the necessary information. While gathering content and illustrating the content it became evident that something more was needed. The customer touchpoint map was going to be used to educate all employees on the different touchpoints and the value the customer places at them. In order to ensure that customers have a great experience, Trainiac and the client took the view that additional information was needed. The additional information took the form of the makers and breakers. Trainiac used this information to create a training programme that the airline could roll out which would ensure that the customer experience at the touchpoints was improved and expectations were exceeded.

Result

The airline was able to educate all existing staff and new recruits using the customer touchpoint map. This map demonstrates the different touchpoints and was used in conjunction with cards to enable learners to create the makers and breakers at each touchpoint. From here learners could identify their role in ensuring a smooth journey for their customers. The map showed what customers valued at each touchpoint, which allowed for learners to ensure they could meet customer needs. For example when checking in customers value speed, employees then know that if there is a queue they should open another check-in point and not offer a glass of champagne.

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