customer experience @swiss.com. insights into the relaunch 2014
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![Page 1: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/1.jpg)
Customer Experience @ swiss.com
Insights into the Relaunch 2014
Dr. Luca Graf
Swiss International Air Lines, [email protected]
swiss.com
ENTER 2015 Swiss day
![Page 2: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/2.jpg)
Customer experience on swiss.com
Dr. Luca Graf
Swiss International Air Lines, [email protected]
swiss.com16 Mio.PASSENGERS per year
8’250Employees, of which 90% areworking in Switzerland
104DESTINATIONS, 25 Inter-continental and 79 in Europe
91AIRCRAFT, 28 longhaul and 63 shorthaul aircraft
146’400FLIGHTS per year
5.2 BN.CHFREVENUES per year (2013)
SWISS is the Airline of Switzerland
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Customer experience on swiss.com
Dr. Luca Graf
Swiss International Air Lines, [email protected]
swiss.com
ENTER 2015 Swiss day
![Page 4: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/4.jpg)
Customer experience on swiss.com
Dr. Luca Graf
Swiss International Air Lines, [email protected]
swiss.com
ENTER 2015 Swiss day
![Page 5: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/5.jpg)
The customer has changed, is highlyself-confident and expects….
ENTER 2015 Swiss day
Search via numerous online channels Transparency and options to compare
Automated service,always and everywhere
Customised products
Large choice of(related) services
Readiness-to-pay only forperceived value
High usability in designand content
Inspirations and recommendations
Relevant, personalised offers
Instant feedback andpersonalised answers
Complete and optimisedFunctions and content
on all devices
Emotional presentation ofproducts and brands
Entertainment and gamification
![Page 6: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/6.jpg)
All these expectations drive thedigital customer experience
ENTER 2015 Swiss day
![Page 7: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/7.jpg)
All these expectations drive thedigital customer experience
ENTER 2015 Swiss day
Mit neuer Website gegen Golf-Konkurrenz
Gegenüber der Golf-Konkurrenz müsse sich die Swiss mit neuen Ideen rüsten:«Wettbewerb kann man nur mit Wettbewerbsfähigkeit beantworten», sagte
Hohmeister. Mit einer überarbeiteten Website und neuen Funktionen fürMobiltelefone und Tablets sowie Angeboten, mit denen die Passagiere den Service
an Bord individuell buchen könnten, mache man einen Schritt in diese Richtung.
Neue Zürcher Zeitung, 13.03.2014
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March 2014: Complete relaunch ofswiss.com = everything is new
ENTER 2015 Swiss day
Projects beforethe relaunch
The relaunch
![Page 9: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/9.jpg)
….transparency and optionsto compare
ENTER 2015 Swiss day
Fares for +/- 3 daysas standardized search
![Page 10: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/10.jpg)
….customised products
ENTER 2015 Swiss day
New shopping basketlogic for add-on services
![Page 11: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/11.jpg)
….high usability in design and content
ENTER 2015 Swiss day
swiss.com: the world’sfirst fully responsiveairline website
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….high usability in design and content
ENTER 2015 Swiss day
New swiss.com:Based on thecustomer journey
Dream
Prepare
Plan
BookEnjoy
Share
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….relevant, personalised offers
ENTER 2015 Swiss day
Every SWISS airport hasits own homepage
![Page 14: Customer Experience @swiss.com. Insights into the Relaunch 2014](https://reader031.vdocuments.site/reader031/viewer/2022020307/55a81c821a28ab072e8b4867/html5/thumbnails/14.jpg)
….automated service, always andeverywhere
ENTER 2015 Swiss day
Our apps as yourtravel manager
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….relevant, personalisedinformations
ENTER 2015 Swiss day
Active provision throughwidgets after login
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….entertainment andgamification
ENTER 2015 Swiss day
The new iPad appprovides a personalizedlogbook and collection
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….inspirations and recommendations
ENTER 2015 Swiss day
Offers
Feeds2
ExclusiveSWISScontent
Crew tipps
EXPLORE:our digitaltravel guide
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….emotional presentation ofproducts and brand
ENTER 2015 Swiss day
World-of-SWISS: newdigital product andbrand experience
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….instant feedback andpersonalised answers
ENTER 2015 Swiss day
Our customer servicevia Facebook andTwitter (24/7)
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The relaunch of swiss.com as a video
ENTER 2015 Swiss day
https://www.youtube.com/watch?v=JdhO53KFBWE
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Results of the relaunch of swiss.com
ENTER 2015 Swiss day
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The relaunch of swiss.com as a video
ENTER 2015 Swiss day
Q&A - SWISS.COMOur sign is a promise