Customer Feedback Analysis for Service Improvement
Added on 2020-10-05
14 Pages3441 Words289 Views
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DRIVING DIGITAL EXPERIENCE
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................2a. Summary of Sri Lankan Airlines ............................................................................................2Type of Organisation...................................................................................................................2Size of Organisation....................................................................................................................3Products and Services................................................................................................................3Customer Base...........................................................................................................................3Competitors.................................................................................................................................3Digital Activeness.......................................................................................................................3B. Customer Insight Research Techniques.................................................................................3c. Development of Two personas................................................................................................1TASK 2 ...........................................................................................................................................2a. THREE key performance indicators (KPIs) around the use of conversion metrics tomeasure the digital customer experience....................................................................................2REFERENCES................................................................................................................................6
INTRODUCTIONAs with the rise in digital technology due to advancement in technological aspect ofglobal scenario, every organisation has opted to provide this experience to their customers whichwould provide benefits to both in many aspects. This provides an opportunity for everyconsumer who is interested to avail services of Sri Lankan Airlines with the help of mobilecommunication that has provided them a direct access with the firm itself. This concept of using cell phone has given many advantages to every customer, mainlyreduction in efforts as well as time for booking flights or other purposes. In addition, the costwhich was taken by mediators is now reduced effectively and along with this there are manyadvantages that are associated with it. Hence, this report includes more focus on the digital experience of customers that directlyor indirectly provides improvisation in conversion, increase in sales and even donations ordownloads. It also depicts the background information of Sri Lankan Airlines and techniques forcustomer insight for informing development of people (Sponder and Khan, 2017). Three typesof Key Performance indicator has been provided to measure success of digital experience by acustomer who is accessing their services. Various on site and off site analytics and insight toolshave been compared in order to describe conversion of customer and their performancemonitoring. Best Practice method has been recommended in order to improve those areas thatcan adversely impact their position in the aviation industry.1
TASK 1a. Summary of Sri Lankan Airlines Sri Lankan Airlines was started in 1979 and was known as National Carrier of thecountry which had also won many awards and had a good reputation for providing qualityservices, safety, comfort and punctuality. The hub of airline is situated at BandaranaikeInternational Airport that is presently situated in Colombo. It is perceived as global connectionwhich is very convenient and has a global network for its every route around 103 destinations in48 countries.Type of OrganisationIt is known to be a private company which has global presence and is owned by RanjithFernando and Suren Ratwatte and has a aim to make their strong position in the industry of airtransportation and tries to meet expectations of shareholders in a profit earning market 2
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