Met this tuesday, for the first time, the Committee of the Client. It is an initiative of TAP that arises in the context of the vision of Customer Centric organization, i.e., an organization focused, firstly, on its customer.
The Committee shall have a deliberative character and will meet monthly with representatives of all areas - Marketing & Customer Care, CRM & Loyalty, Airport Services, HUB, In-flight & On-ground Product, Maintenance & Engineering, Customer Relationship, Digital and Innovation, CCO (Center of Operational Control), Steering Cabin Crew, Networking, Finances e TAP IT - with the full support and participation of the Executive Committee of TAP.
These monthly meetings will be essential to defining the priorities of actions designed and the allocation of resources to the developments to make, to ensure the effective improvement of customer experience.
On a weekly basis, will still be held a meeting with a smaller group of elements - only those responsible for operational areas, with projects under discussion - which will follow up more of actions.
This is a group that will defend the voice of the customer TAP, who comes to us today through various channels, such as the NPS, social networking, surveys and “Contact Us”. In this sense, the purposes are objective and directed:
Identify the key points in the life cycle of the customer journey TAP
Each element of the Committee will be responsible for identifying the key points the customer in its area of expertise, in order to be able to act directly upon them. Calls received and the levels of efficiency in the Central of Reservations, the response times in “Contact Us”, the values of punctuality of flights or baggage irregularities are some of the examples of metrics presented in this first meeting."
The analysis of the values of NPS also allows to evaluate the levels of satisfaction by customer segments, routes and aircraft, among other factors, what will increase more effectively the implementation of specific measures in each of the stages of the journey, with the active participation of all the areas involved.
Design and implement actions that mitigate the moments of experience more critical
When you have identified these pain points, it is then that the leaders of each area submit projects to mitigate the problems that most affect customers. These projects will be discussed at these meetings and its implementation will be accompanied in all its phases.
Ensure the metrics for improvement
The idea of this structure now created is, objectively, improve levels of customer satisfaction. It is not intended, however, that the client is a test subject. It is intended that the projects are implemented after a detailed analysis and by the validation by several areas, which will work together to improve the Company's results.
TAP has, over the last year, developed several initiatives focused on the customer, such as the implementation of the NPS and the action "Listen to the Customer", aware that only in this way can grow, be more efficient, more sustainable, more responsive and more flexible. For 2017, are already in progress new initiatives that promise to bring the company of his client
Achieving excellence in service we provide is a priority in order to achieve maximum satisfaction. Projects that will be born of committee meetings of the client will contribute to preventing critical situations and to improve significantly our results.
Fernando Pinto, Trey Urbahn, Abílio Martins e Paula Canada discuss the importance of the Committee of the Client.
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