ABSTRACT
Traditionally, businesses dealt with the area of customer insights through focus groups, questionnaires, various forms of Customer Relationship Management, and mystery shoppers. Specific customized product features could be developed and incorporated to meet specific customer needs. Airlines can use websites to gather insight into passenger attitudes and opinions and to view their products from the passenger perspective. In response to customer comments, airlines could inform their passengers what it is doing with future products as a result of the passenger' insights. It is also critical to keep the passenger engaged through the entire travel phase to understand what emotional drivers the passenger is willing to impart. Management at some airlines continue to think from the inside-out perspective rather than the outside-in perspective. The employee is often the first and last point of contact with the customer and it is imperative that the policies and procedures implemented across the business match or enhance the employee capability to represent the airline.
