Defining the passenger experience for 2020
Emirates

Defining the passenger experience for 2020

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Challenges and opportunities

CHALLENGES

Emirates had planned to invest $300 million into a new Passenger Services System, however they quickly realised that before doing this they should define their 2020 Future Customer Experience.

Support their overarching ambition to become a lifestyle brand and not just a transport provider.

Ensure that their existing Change programme was delivering the right things in the right way.

How to maintain a customer-centered approach to prioritise development around what is valuable and impactful.
Introducing stakeholders to new way of working, often in workshops representing a cross section of the business.

Working in partnership with Dubai Airports in order to create a future proofed and joint up passenger experience.

OPPORTUNITIES

To help define Emirates 2020 passenger experience that runs in parallel the Dubai Airport strategy.

To future proof any near-term development to ensure what is built now is built with the next iteration of the customer experience in mind.

To define a clear and compelling direction provided by the target customer experience that is design-led, customer centric, and engages the business in a cross-functional way.
Develop the skills and ambitions of the Emirates team.

Ensure that their existing change programme enables an experience that supports Emirates position as leaders in the market.

What we did

A future Journey Tool Kit, tailored to specific audiences to disseminate the value across the business.

Customer Experience Design Principles 2to help shape the behaviours and solutions needed to deliver the experience.

A ‘From Today to Tomorrow’ illustrated output highlighting key opportunity areas for the future experience and the requirements/enablers needed for delivery.

Future Target Experience illustrated example components.

Impact

Engine delivered a clear and compelling strategy, a direction provided by the target customer experience that is design-led, customer centric, and engages the business in a cross-functional way. It allows for the successful delivery of the 2020 Emirates Passenger Experience, future proofed of any near-term development to ensure what is built now is built with the next iteration of the customer experience in mind.

Working with Engine allowed Emirates to develop the skills and capabilities of their own team.

A reshaped portfolio of programmes and projects that is mapped to and aligns wit hthe Concept of Experience to increase the ROI of the changes Emirates are making.

A better understanding of the enablers and ways of working needed for delivery.

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