The structure of TAP’s Customer Relationship has changed. It was reported on April 16th, with changes aimed at a greater focus on the Customer and their satisfaction, through a closer connection between the areas that deal with them directly, at all stages of the journey.
Eduardo Correia de Matos continues at the top of the structure, which reports to TAP’s Chief Marketing & Sales Officer, Abílio Martins, and that now includes the areas of Customer Intelligence, Quality Service and Customer Experience, together with the Contact Center and Talk to Us.
Regarding the restructuring of his area, Eduardo identifies as a great advantage "the integrated vision and concerted action to ensure better satisfaction (ensured by the Customer Experience area), greater capacity to communicate and sell (Customer Intelligence) and better service to the Customer in moments of truth (Contact Center and Talk to Us, supported by the Quality Service).”
"The Customer Experience area is the glue between all the information and feedback we have from the Customer and all the initiatives and projects that we develop at TAP to improve its experience with our services. Therefore, the junction of this area with the main channels of relationship with the Customer and the generation of useful information about the Customer has great complementarity and will allow for more structured and effective actions." (Eduardo Correia de Matos)
The Customer Experience area, previously related to Marketing, is managed by Maria João Anastácio, who arrived to TAP in June 2017, the announced Year of the Client. Currently, the area is made up of six people, all coming from other TAP Departments – from areas such as Talk to Us, Revenue and Sales – with a deep knowledge of the Airline, its operation and its Customer.
In addition, two cabin crew members also work on this project, in the sense of "accelerating the knowledge about the numerous processes that happen in a very important stage of the journey for our Customer, which is the flight ", she explains.
The Customer Experience area ensures the management of the NPS project in TAP, identifying situations in which the Customer's experience with TAP can be improved and supporting the development of initiatives in other areas to overcome the identified situations. It also ensures the carrying out of the Customer Committee.
(from top to bottom, from left to right) Andreia Brás (Project Management – Sales and Revenue), Cristina Silveira (Project Management – Inflight Product); Nuno Veiga da Fonseca (PNC Specialist); Ana Teresa Lúcio (Product Management – Communications); Maria João Anastácio (Manager – Customer Experiance); Ana Cabral (NPS) e Inês Oliveira (NPS). (missing in the picture: Denise Nogueira – PNC Specialist)
The Customer Committee and the involvement of all Company
"We try to ensure that the Customer's journey, from the moment he begins to think about traveling, until the flight ends and he leaves with his luggage, is as perfect as possible." (Maria João Anastácio)
This is the fundamental concern of the Customer Experience area and of TAP. During the entire trip process, the Customer – often without being aware of it – goes through different operational areas of the Airline, which are not always in contact with each other. The Contact Center, which belongs to the Sales Area, can make the Passengers’ booking, but the crews management is integrated in another Department. The airport transfers are done with the support of TAP Employees from another area and even the most "invisible" services to the Passenger – especially if they go smoothly – such as equipment maintenance or baggage management, have an influence on the journey.
The Customer Committee began by meeting monthly and currently meets every week.
Today, the Committee meets weekly with the sponsors of the different areas, with exclusive focus on issues that impact the Customer. In one week, an analysis of the NPS indicators is carried out, and the following week, transversal solutions are proposed, analyzed and worked out, in order to effectively improve the Customer's experience.
On Air or in Land, teamwork ensures a better customer experience
The Customer Experience area goal is to work closely, and together, with all the Company’s areas that affect the Customer. Basically, all areas affect the Customer, and all of them are connected in some way. Punctuality, for example, which has been one of the top priorities of the new TAP Administration, may be affected by airport boarding procedures, which are currently suffering a deep analysis.
Involving the crews is also fundamental, clarifies Maria João: "the way we communicate with all this team, which is the face of the Airline, has also been a focus, not only to ensure that channels with the correct information are established and on-time, but also to ensure that their feedback is received and is actionable.”
The goal is to "focus efforts on what will bring more results to the Customer. Thus, we will jointly be more effective and have more loyal and better-performing Customers for the Company", she concludes.