Customer Experience Management for Emirates Airlines

This research paper focuses on conducting customer experience management for Emirates Airlines. The paper includes primary and secondary research methods, literature review, survey results, and implications for the company. The findings suggest that Emirates Airlines provides quality services to its customers and should focus on quick services to retain its competitive edge.

Running head: CUSTOMER EXPERIENCE MANAGEMENT
Customer Experience Management

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Table of Contents
Introduction.................................................................................................................................................3
Research objectives.................................................................................................................................3
Primary research..........................................................................................................................................3
Survey.....................................................................................................................................................3
Secondary research......................................................................................................................................4
Literature review.....................................................................................................................................4
Screenshots of current social media reviews...........................................................................................5
Primary research method.............................................................................................................................6
Research planning...................................................................................................................................6
Research design.......................................................................................................................................6
Research implications..............................................................................................................................7
Secondary research method.........................................................................................................................7
Summarizing the results..............................................................................................................................7
Findings.......................................................................................................................................................8
Conclusion...................................................................................................................................................8
References.................................................................................................................................................10
Appendices................................................................................................................................................11
Appendix 1: Survey through Questionnaire...........................................................................................11
Appendix 2: Results..............................................................................................................................13

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Introduction
The key purpose of this research is to conduct the customer experience management of the
Emirates Company. This company provides the airline services to local and international
customers. The company was established in the year of 1985 in Dubai. It deals in over 3600
flights per week from its centre at Dubai International Airport and to more than 140 cities in 81
nations in across six continents (Skytrax, 2018).
Research objectives
 To address the issue of customers and to build feasible customer experiences
 To identify the challenges and opportunities
 To recommend the customer experience strategy by implementing the tools that are
required to assess and monitor the experience of customer
Primary research
Survey
In this technique of investigation, the interviewees were selected and the survey was obtained
effectively. Under this survey, different questionnaire associated with customer experience of
Emirates was involved. This survey was beneficial to provide higher extent of customer
satisfaction for Emirates (Kandampully, Zhang, and Jaakkola, 2018). Since, this survey through
questionnaire helps to understand whether customers are dissatisfied from Emirates so that it can
make necessary changes according to them.
It has been found that the corporation targets different consumer at the time. The information has
been gathered from the respondents that are attached in Appendix 1. Interview was conducted by
the consultantto persuade the management staff to adopt a better approach to managing their

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costumer’s experience(s). For this survey, 10 people were selected where these people were
selected randomly.
Secondary research
Literature review
As per the view ofPeppers and Rogers (2016), customer experience management is gathering of
procedure that a corporation practices to record, oversees and organise every communication
between a customer and company during the customer lifecycle. Customer experience could be
assessed by the companyafter and during the purchasing of the product. Emirates Company
makes sure that they are competent to provide the delight customer services that are possible
while they provide the prompt and effective service to their consumers. In contrast to this,
Hwang and Seo (2016) evaluated that the customers of Customers can remain very or fairly
satisfied with the services provided by the Emirates to their consumers in the market. It involves
the quality of services, pricing and employee’s behaviour by delivering value-added services. It
reflects that the hospitality industry is the growing industry as Emirates Company is competent
to attain the customer experience success.
Customer experience management is the process of evaluating their experiences with the
organization in terms of the products and services delivered or rendered to them. Customer
experience management is considered as the most effective and crucial task for the organizations
as it helps in enhancing the brand image along with generating opportunities to move towards
new markets for the objective of expansion.Organizations take various steps for improving
customers’ experiences by enhancing the quality of services and products as this helps the
organization to enhance their interaction with the organization in order to attain desired goals and
objectives (Kandampully, Zhang, and Jaakkola, 2018).

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Screenshots of current social media reviews
Figure 1: Emirates customer review
(Source: Skytrax, 2018).
Figure 2: Review of customer about Emirates
(Source: Skytrax, 2018).
Figure 3: Customer experience

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(Source: Skytrax, 2018).
Primary research method
Research planning
The planning of investigation entails the planning of conducting a survey that involves the
questionnaire associated withthe company. It helps to assess the customer service provided by
the corporation (Marchesani, Piccoli, andLui, 2017). In this research, 10 people will be selected
to assess the customer satisfaction of Emirates. It would help to assess the depth information
regarding research concern. Furthermore, descriptive research is used to describe the research
phenomenon in detail.
Research design
In this research, quantitative research design is chosen to attain the objectives of the research.
This design entails the statistics associated with customer experience of Emirates.

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Research implications
The primary implication of investigation has been performed by developing the manual survey
which involves 10 interviewees who have responded in the investigation that was conducted
(sources: appendix 1).
Secondary research method
The secondary investigation technique has been performed to assess the experience of the
customer with Emirates. This technique aids to attain the objectives of investigation that involves
the issues faced by the corporation. The secondary research techniques that have been adopted is
data gathering via journals, annual reports, websites, articles and textbooks. The key purpose of
using this technique is to get authentic and reliable data (Fatma, 2014). The secondary
information is demonstrated through the literature review associated with the experience of
customers.
Summarizing the results
Under the primary investigation, it has been found that customers are satisfied with the services
of Emirates due to effective grounded services provided by the company. Moreover, a traveller
who hastravelled through Airbus and consumes their services wants to take these services in
future. It has been also found that the behaviour of some staff is not good in the airline of
Emirates that dissatisfied to the customers. It is also evaluated that Emirates' check-in online
services are effective that creates the opportunity for the company in terms of increasing the
demand of customers.
CEM concepts
It is stated that Emirates Company is competent to provide prompt and quality services.
However, the corporation is facing the issue such as changing customer lifestyle and their needs.

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It indicates that there is a need to apply the customer centricity theory in Emirates. This theory
focuses on the requirements, desires and needs of business decision and leads each function of
business in an appropriate way (McColl-Kennedy, et. al., 2015). This theory also aids the
Emirates to overcome their challenges and grab the opportunity in the hospitality industry.
Voice of the customer is a terms that defines the feedback of customer regarding the experience
with and expectation for products and services. Particularly, the voice of customer is market
research tool that produces a depth set of customer needs and wants, organised into hierarchical
way and then prioritised with respect to relative importance and satisfaction with existing
alternatives. Along with this, voice of the customers contain both quantitative and qualitative
research phase. It is basically conducted at the initial phase of new product, process and service
design in order to effectively understand the needs and wants of customers.
Findings
From the survey, it was found that travellers were satisfied with the quick services of Emirates.
Hence, it should offer more quick services rather than focusing on other activities that areshown
in the above screenshot. Moreover, the survey indicated that the different challenges faced by
travellers because of changingthe lifestyle of customers. But, at the same time, the company can
grab the more opportunity. This finding is supported by the view ofMcColl-Kennedy et al.
(2015), as it was evaluated that the company should use customer centricity theory to deal with
the changing lifestyle of travellers. It will also aid to increase the demand of customers.
Conclusion
From the aforesaid discussion and research, it can be concluded that Emirates is known for
rendering qualitative services to its customers which is the primary factor for their continuous
growth and development. With the outcomes obtained from the survey conducted under primary

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research, it has been evaluated that services rendered by Emirates have powerful impact over
their existing and potential customer segments. In addition to this, the secondary research also
depicted that the organizational services are qualitative than its competitors and this helps the
organization to retain its existing customers along with targeting new customer segments. Apart
from this, the above research has also concluded that Emirates’ strategies are also effective
enough to deal with the different scenarios at one time which make the organization to stand on
the leading position. The target audience for Emirates and its competitors is huge and in relation
to target all types of customer segments, organization has diversified their service offering as per
the demand of their target audience. This has helped the organization to utilise the available
opportunities for retaining its competitive edge over other competitors along with fulfilling the
demands and wants of their customers.

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References
Fatma, S. (2014).Antecedents and consequences of customer experience management-a literature
review and research agenda.International Journal of Business and Commerce, 3(6), 32-
49.
Hwang, J., &Seo, S. (2016). A critical review of research on customer experience management:
Theoretical, methodological and cultural perspectives. International Journal of
Contemporary Hospitality Management, 28(10), 2218-2246.
Kandampully, J., Zhang, T., &Jaakkola, E. (2018). Customer experience management in
hospitality: A literature synthesis, new understanding and research agenda. International
Journal of Contemporary Hospitality Management, 30(1), 21-56.
Marchesani, D., Piccoli, G., &Lui, T. W. (2017). The Impact of IT-Enabled Customer
Experience Management on Service Perceptions and Performance. In Information and
Communication Technologies in Tourism 2017 (pp. 377-386). USA: Springer, Cham.
McColl-Kennedy, J. R., Gustafsson, A., Jaakkola, E., Klaus, P., Radnor, Z. J., Perks, H.,
&Friman, M. (2015). Fresh perspectives on customer experience. Journal of Services
Marketing, 29(6/7), 430-435.
Peppers, D., & Rogers, M. (2016).Managing customer experience and relationships: A strategic
framework. USA: John Wiley & Sons.
Skytrax.(2018). Emirates customer review. Retrieved from:
https://www.airlinequality.com/airline-reviews/emirates

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Appendices
Appendix 1: Survey through Questionnaire
Please tick on your gender
Male
Female
Please tick on your age-group
17-30
30-50
50+
What was your purpose of last time travelling with Emirates?
Leisure
Business
Educational
Other
How often do you travel?
Once a year
Twice a year
More than three times a year
I don't travel often
How would you rate Emirates' pricing?
Too Expensive
Expensive
Average

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Could be cheaper
Please rate the following ground services.
Very
Poor
1
Poor
2
Averag
e
3
Goo
d
4
Excellen
t
5
Security
procedures
Helpfulness with
airline check-in
personnel
On-time
performance
Efficient baggag
e delivery
Do you satisfy with the staffs of Emirates both on and off the flight?
The best
Better than other airlines
The same as other airlines
Not as good as other airlines
The worst
How satisfied are you with the food?
Very Unsatisfied

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Somewhat Unsatisfied
Neutral
Somewhat Satisfied
Very Satisfied
Do you agree that the cabin crew were friendly with you during almost all your flights with
Emirates?
Strongly disagree
Disagree
Neutral
Agree
Strongly Agree
Do you usually use Emirates' check-in online services?
Yes
No
Sometimes
Appendix 2: Results
Exhibit 1
Gender
Male 5
Female 5

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50%50%
Gender
Male Female
Exhibit 2:
Age group
17-30 3
30-50 4
50+ 3
17-30 30-50 50+
3
4
3
Age group
Age group

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Exhibit 3
Purpose of travelling
Leisure 3
Business 4
Educational 2
Other 1
Leisure
Business
Educational
Other
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
Purpose of travelling
Exhibit 4
Frequency to travel
Once a year 2
Twice a year 3
More than three times a
year 4
I don't travel often 1

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Once a year Twice a year More than three
times a year I don't travel often
2
3
4
1
Frequency to travel
Frequency to travel
Exhibit 5
Emirates' pricing
Too Expensive 3
Expensive 4
Average 2
Could be cheaper 1

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Too Expensive
Expensive
Average
Could be
cheaper
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
3
4
2
1
Emirates' pricing
Emirates' pricing
Exhibit 6
Rate the following ground services
Ground services
Very
Poor
Poor Averag
e
Good Excellen
t
1 2 3 4 5
Security procedures 1 1 2 3 3
Helpfulness with
airline check-in
personnel 2 1 1 4 2
On-time
performance 0 1 2 3 4
Efficient baggage
delivery 1 2 1 4 2

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Very Poor Poor Average Good Excellent
0
2
4
6
8
10
12
14
16
1 1 2 3 32 1
1
4
2
0 1
2
3
4
1 2
1
4
2 Efficient baggage delivery
On-time performance
Helpfulness with airline check-in
personnel
Security procedures
Exhibit 7
The behaviour of Emirates'
personnel/staff both on and off the
flight
The best 1
Better than other airlines 4
The same as other airlines 1
Not as good as other airlines 2
The worst 2

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The best
Better than other airlines
The same as other airlines
Not as good as other airlines
The worst
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
1
4
1
2
2
Behaviour of Emirates'
personnel/staff both on and off
the flight
Behaviour of Emirates'
personnel/staff both on
and off the flight
Exhibit 8
Satisfaction level with food
Very Unsatisfied 0
Somewhat Unsatisfied 2
Neutral 1
Somewhat Satisfied 4
Very Satisfied 3

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Very Unsatisfied
Somewhat Unsatisfied
Neutral
Somewhat Satisfied
Very Satisfied
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
0
2
1
4
3
Satisfaction level with food
Satisfaction level with food
Exhibit 9
Friendly nature of cabin crew
Strongly disagree 0
Disagree 2
Neutral 1
Agree 3
Strongly Agree 4

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Strongly disagree
Disagree
Neutral
Agree
Strongly Agree
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5
0
2
1
3
4
Friendly nature of cabin crew
Friendly nature of cabin
crew
Exhibit 10
Satisfied with Emirates' check-in
online services
Yes 7
No 2
Sometimes 1

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Yes No Sometimes
0
1
2
3
4
5
6
7
8
7
2 1
Satisfied with Emirates' check in
online services
Satisfied with Emirates'
check in online services