Consumer Experience Strategy for United Airlines

CUSTOMER
EXPERIENCE
STRATEGY

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
Company’s Overview and its CX activities.................................................................................3
Consumers Segmentation............................................................................................................4
Digital consumer journey............................................................................................................5
Consumer Journey Map..............................................................................................................7
Consumer Experience Model......................................................................................................8
Key Performance Indicator and analytics..................................................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Consumer strategy includes the plan which the persons puts for giving positive experiences at
each and every touch point with journey of the consumers and meaningful ways for measuring
the experiences online and offline both. Good consumer strategy creates the purposeful
experiences which might enhance the loyalty of consumers. For the formation of the successful
strategy of consumers starts by the setting of firm wide, visions focused on consumers for
matching the results of business by the expectations of consumers. This assessment is made in
the context of United Airlines which is the prime American airline situated in the Willis Tower
in Chicago, Illinois. It was incorporated as Varney Air Lines in Boise, Idaho, USA. Airlines
commenced its commercial operations on 26 March, 1931(Basaran, 2022) .This project will
mention the consumer strategy opted by the chosen firm, along with the formulation of customer
persona. Further it will state the key digital influences for showing understanding of
requirements of consumers in all the phases of consumer journey. In addition, the development
of consumer’s journey map for all stages. In last the SMART CX objectives will also be made
for enhancement of experience of consumers with the proposal of KPI used for evidence based
decisions for improving the experiences with justifications.
MAIN BODY
Company’s Overview and its CX activities
United Airlines roots goes to the Varney Air Lines which was established by Walter Disney in
the year 1926 in Boise, Idaho. United Airlines famously known as United is the prime US
airlines headquartered at the Willis Tower in Chicago, Illinois. Airlines operate as the big
domestic and global route network spanning the cities big and small in US and entire 6 inhabited
continents. By measuring by the size of fleet and routes numbers, United Airlines is the 3rd
biggest airlines in globe after merging with the Continental Airlines in the year 2010. Airlines
has 8 hubs along with Chicago- O- Hare as the biggest by terms of carried passengers and
departures numbers. Airline is one of the starting members of Star Alliance, which is largest
alliance of airlines having almost 28 members. Local services are operated by the independent
carriers by brand name United Express. This name was established by amalgamation of various
airlines in 1920s and oldest is the Varney Air Lines established in year 1926. Fleet size of
airlines is 839, operating in 342 destinations. Company’s revenue in year 2021 was 24.6 billion

US Dollars, operating income of 1.0 billion US Dollars and net income of 2.0 SUS
Dollars(Batat, 2022). Firms provide employment to more than 84000 people according to year
2021 data.
CX activities- United Airlines has announced the new service which enables the passengers for
contacting the agents of consumer service virtually as the effort for promoting the social
distancing in the airports. Contactless travelling is the ongoing goal for the airlines, as negative
perception of public about the safety of air traveling still exists. The new service of Agent on
Demand, presently available at the Chicago’s O Hare and George Bush International Airport,
effort for enhancing the safety of passengers. Airlines is going to offer this service in all hubs.
Consumers may virtually access agents on mobile device by text, call and live video messages.
Scanning the QR code, placing strategically the signage in airports, are directed to the agents on
channel preferred. They may bypass the lines and do communication with the agents from
anywhere in airport in an effective way by decreasing individuals contact air travelling requires
(Villani,2018)
Net Promoter Score (NPS) – It is the metrics of consumer experience which the firms
use for gauging the advocacy of consumers. US airlines sector has average score of 27, whereas
United Airlines has NPS of 50 which is considered as good. It shows that there are more
promoters than Detractors which is the good symbol, it happened due to the change in culture
and enhanced focus on consumers driving great NPS scores.
Consumers Segmentation
Consumer segment- United Airlines is the example of the airlines which applies past
mentioned values based approach of segmentation, permitting them for managing the
consumers as the assets (Vidili, 2021). Airline is one of the largest air travelling service
provider, they are responsible for entire domestic and global passengers around globe. For
delivering high consumer service and effectively targeting the present and possible clients,
they use technology of predictive analytics for finding patters between consumers. They
have aimed for attracting premium clients who wants to pay for the premium services, such
as international executives, schedule optimizers, mile accumulators, corporate troopers etc.
Characteristics of Business Class Traveller’s
 Age, Gender and Income- According to surveys typical age of business class
travellers is about 38 years old, graduate and male.