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What is “Customer Journey”?

 

The Committee of the Client, which met for the first time just one month ago, has as its primary objective the development and implementation of projects that improve the customer experience.

Alongside this monthly meeting, involving all the key areas for the implementation of projects and in that act to its realization, meets weekly still a group of Committee members to discuss the indicators and begin to outline the new projects. The last of these weekly meetings took place on the 14th of February and, among other things, has consolidated the concept of "customer journey", which we present in this article.

 

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"Customer Journey" stages

Customer journey is the process by which the Customer TAP now, from the moment that considers traveling until the moment in which their relationship with the Company, for that particular trip, ends.

 

Pre travel

This is the first step of the journey. It also included the moments in which the customer considers traveling, looking for an active choices that let you do it, takes a decision and, finally, ends up making a reservation. Although it seems a simple process, involves several areas of the company, such as Marketing, the area of Digital Commerce & Innovation, Sales, Contact Center and the area of Loyalty - with regard to the loyalty program Victoria, in the case of frequent flyers - among others.

 

Pre flight

To board the flight you have booked, the client gives several steps. With the exception of check-in, which can be done online before the passenger travels to the airport, they are all done within the airport. Some, such as the security control, the shipment, the perception of cleanliness of the aircraft and the punctuality of the flight, occur in the experience of all customers. Others are directed to passengers with specific characteristics, as is the case with the control of the Foreigners and Borders Service (FBS) - question related to the country to which the customer travels - or the enjoyment of services such as the lounge and fast-track, when it applies. Here are involved areas such as Airport Services and again the areas of Digital Commerce & Innovation and Loyalty, among others.

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Passengers arriving at Humberto Sá Carneiro Airport, Oporto

 

Flight

Transport from one destination to another is the period covered in this step. It is at this stage that customers enjoy the peace of the cabin, entertainment and meals on board and the service of crews. At this stage are still in action other areas of the company, as the direction of Cabin Crew, Maintenance, Inflight & Onground Product on board and entertainment, for example), among others.

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 Passengers aboard a TAP flight


Post Flight

This step begins with the landing of the flight. Again, if necessary, the customer passes by the FBS. It raises, if this is the case, your hold luggage. It can happen if you need to appeal, even at the airport, to customer service, either on the baggage irregularities or operational issues. The area of Airport Services is present in all steps of this period of customer journey. The direction of cabin crew is still represented at this stage, since there is still contact with the crew at the time of landing.

 

Post Travel

Already at its destination, the customer may not yet have ended their relationship with the Company for that trip. In the event of irregularity, is offered full support in the resolution of your problem, so that the relationship of trust with the Company you have chosen - TAP - be strengthened. On the other hand, with the implementation of NPS, customers are invited to give their views on all the moments of your trip. All these information are collected and analyzed in order to understand the points that need to be improved.

It is in meetings of the Committee of the client that discusses the indicators provided by the customers themselves, as a result of their journey - the customer journey - with the aim of achieving excellence of service TAP.

The next editions of WHAT'S|UP will have a special line of cartoon. José Carlos Henriques, co-worker of TAP, is responsible for illustrating, in the form of cartoon, each step of the customer journey. The first, on the stage pre travel, they are already in this issue and can be seen here.​

This article has been automatically translated. For additional information, please contact us

 

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