BIZ104 Customer Experience Analysis: AirAsia Strategy Report

This report provides a customer experience strategy analysis of AirAsia, a prominent low-cost airline. The analysis begins with background information on AirAsia, including its establishment and operational history, as well as its affiliates. The report then delves into the concept of proto-personas, outlining different customer archetypes and their characteristics. A customer experience strategy is presented, highlighting both positive aspects, such as fast service and affordability, and negative aspects, such as rigidity in offering new experiences. Recommendations are provided to address these shortcomings, including expanding flight destinations and embracing new technologies. The report also includes a customer journey map, which visually represents the customer's experience with AirAsia. Finally, the benefits of the proposed customer experience strategy are discussed, emphasizing its potential to improve brand image, enhance customer service, and increase revenue. Prudent corporate social responsibility principles, strategic cost management, and technical advancement are highlighted as essential for business expansion and competitiveness.

Slide: 2
Air Asia was established in the year 1993. It had begun its operation in the year 1996.
Apart from catering excellent services to the customers, Air Asia also provides within
and outside Asia. affiliates to Air Asia Airline are Air Asia China, Air Asia Japan, Air
Asia India, and Air Asia Vietnam (Zhang).
Slide: 3
 In the year 2012, Air Asia Airline was named as world’s best low-cost airline during the
world airline awards that was conducted in Farnborough (Zhang).
 In 2013, this airlines incurred a profit of114.08 US dollars
 Again in 2019, Air Asia Airline was crowned with the Title of world’s best low-cost
airline
Slide: 4 and 5
 Proto-personas can be considered as a an ad hoc, or in other words, non-research-
backed articulation of that indicates to a customer archetype.
 Two types of proto persona are discussed here
 Both of these two proto persona have different characteristics
 They live in different places and travel by Air Asia frequently
Slide: 6
Customer Experience Strategy
Positive:
• Creates customer convenience through fast services

• Affordable due to low fright costs
Negative:
• Rigid in case of offering new experiences to customers
• Reluctant to embrace new technology
Customer Experience Strategy Recommendations:-
 Need to eliminate Rigidity in case of offering new experiences to customers, for example
Air Asia should offer more flights to other than Asian countries.
 Should enhance freight charges to embrace new technology.
Slide: 7
A customer journey map is actually a graphical or visual representation of the
experiences gathered by the customers of a particular company. Every experience of a
particular customer is shown in the map . It helps a company to keep a track of the fact
that how many customers are happy because of their services. Hence this map is very
useful for the purpose of formulating strategies to enhance the quality of the services
provided by a company and hence aids in the formation of brand image.
Slide: 8
Benefits of Customer Experience Strategy
 The outlined strategy will aid in
 Good position
 Illuminating Brand image

 Enhancing the quality of Customer services
 Fostering technological advancement
 Increasing revenue as well as profitability
Slide: 9
Prudent Corporate Social Responsibility principles are required to be implemented. Apart
from this, strategic cost management as well as technical advancement are essential for
expanding the business, grab more customers and survive the competition in the world
market.