Creating a personalised and profitable customer experience

Karin Dodson

Senior Manager, Product Marketing, Customer Experience & Loyalty, Amadeus IT Group

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It’s been proven that companies who focus on the experience of their customers are more successful. There are many examples of this, including the success of companies such as Apple, Starbucks, and UPS. Airlines too can benefit from a customer centric approach.


What do you need to develop a competitive customer experience?

  • Clear, uncluttered, easy shopping experience
  • Comprehensive merchandising


  • Service approach aligned with your brand promise
  • Personalisation

Personalisation is the key to building a better customer experience. Research has shown that consumers are willing to respond to relevant, personalised offers. The ability to use traveller data to customise the different interactions you have with your customers, makes it easier for them to find what they need.

The first step in creating a better customer experience through personalisation starts with collecting information from multiple data sources, including existing systems. This is followed by analysing the collected information to create or enhance customer profiles for additional insights. Thereafter, this information can be leveraged throughout your customer environment – from inspiration and initial purchase, to upsell and servicing.

Karin Dodson

Technology is the underlying foundation of this entire process. As I talked about recently at our Merchandising Digital & Travel Intelligence conference in Baveno, Italy, Amadeus Customer Experience Management does all of the above. This solution helps foster brand loyalty through exceptional customer service, maximises additional revenues with personalised merchandising strategies, and provides airlines with an efficient way to recover from disruptions. Additionally, by integrating customer knowledge, events, and instructions into every touch-point along the travel lifecycle, airlines can optimise operational efficiency.

When all of these elements are combined, airlines can expect more than a 25% increase in revenues from improved conversion of existing and potential new merchandising offers. Most importantly, personalisation can make your customers feel good, which at the end of the day, is priceless in the competitive airline industry.


Traveler Experience, Merchandising