Alaska Airlines Experience

Great article at Fast Company by way of 37 signals about Alaska Airlines' proactive attempts to rethink the check in experience. This is really a great case study that illustrates a point I try to make to my own clients, students and colleagues:

You don't always need fancy research, study and expensive agencies to help you improve experience. Often, you can find the really innovative solutions yourself. Here's how:

  • Identify the challenge/opportunity
  • Select a mix of your smartest, most enthusiastic, hardest working people
  • Give them a reasonable amount of uninterrupted time within which to problem-solve
  • Encourage them to talk to other people who have solved similar problems - even outside of your own market
  • Give them the ability to brainstorm, model and experiment
  • Have them create a prioritized list of improvements, based on business and customer value
  • Test each improvement and adjust as necessary
  • Roll out solid solutions across the board

    In this case, Alaska Airlines assembled a team of its own people. They read books, interviewed and visited theme parks (like Disney), hospitals and retailers to find innovative solutions to expediting check-in. They created models for the redsign using cardboard boxes (cool) ... and then they built test podiums and refined the designs in real airports.

    The article will tell you more. In summary, the outcome has been improved customer service, streamlined check ins for customers and a significant cost savings.

    A+ to Alaska for its grassroots approach to resolving customer experience challenges from both the customer AND the business side. This seems a heckuva lot smarter than cutting out meals, beverages and peanuts...
  • 0 comments:

    Post a Comment

    POST HISTORY

    RECENT TWEETS

    RECENT COMMENTS

    SEARCH

    CONNECT

    TwitterLinkedInYouTubePosterousFacebook G+

    Live Path Experience Architect Feed

    LEIGH DURST

    LEIGH DURST
    I’m Leigh Durst, a 20 year veteran in business, operations, customer strategy, ecommerce, digital & social media and marketing. Simply put, I’m a strategist that helps companies (start-up to blue chip) achieve business shift, create more compelling online and offline experiences. I also write, speak and teach about experience design and next-generation business. I’m a futurist, visionary, strategist, doer and connector with a passion for people and helping others. When I’m not on the road, you’ll find me in the San Francisco bay area, working, beaching it and hanging out with my family and dog.

    NEW! FEATURED IN

    NEW!  FEATURED IN
    The Customer Experience Edge

    CO-AUTHOR OF

    CO-AUTHOR OF
    Age of Conversation 3 - Get yours now in hardcover, paperback and for the Kindle.

    CONTRIBUTOR TO

    CONTRIBUTOR TO
    Web Redesign: Workflow that Works