Summary:
- New research reveals almost one in four (23%) British passengers regard digital airline apps as an essential part of their preferred flying experience;
- The findings were part of a recent Yougov survey commissioned by customer engagement software developer Pegasystems;
- The results show that over a quarter (28%) of all Britons who fly use an airline app and rank it as the most helpful service (91%);
- Travellers want personalised service, but when questioned on whether they would allow access to more personal data to achieve this almost three in four (73%) disagreed.
The findings show that over a quarter (28%) of all Britons who fly use an airline app and rank it as the most helpful service (91%). More than one in ten (13% ) of all respondents that fly claim they're less likely to fly with an airline that doesn't offer a digital app as part of their service.
The research provides interesting insights into what British passengers currently think of their digital flight experience and how much more personalised they would like real-time digital services to become. However, while it clearly identifies that passengers like personalised services, they also remain resistant or sceptical about providing more personal data to airlines to deliver these services.
When asked what personalised services would keep them flying with an airline, customers said immediate alerts about where their luggage is and on what belt (65%); an airline automatically knowing where I am in the airport to tell me exactly how long it'll take them to get to their gate (63%); and personalised offers based on past and current travels and knowing their personal interests (43%).
But, on whether they would allow access to more personal data so they got a more personalised service when they flew, the majority disagreed (73%), an issue that is currently quite pertinent following Air Canada and British Airways' data hacking discoveries in recent weeks. Customers are also sceptical on the role of Apps and regard them as more about saving money for the airlines than necessarily making their journeys more pleasurable (42%).
Commenting on the findings, Robin Collyer, senior director, marketing & decisioning, Pegasystems says he sees apps as a key part of the travel process. "Passengers are embracing digital apps so much so that for many the quality of the digital experience is as important as whether they get an aisle or window seat," he explains.
"There's a great opportunity to use digital to provide more real time communication and engagement with passengers that pulls in more data about the customer and flight process itself," he adds, but notes that "airlines need to bring their customers with them and build trust about how they'll use customers personal data" to craft the best possible traveller experience.