EasyJet 2009 Annual Report Download - page 14

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12 easyJet plc Annual report and accounts 2009
q
3 Develop a winning
customer proposition
easyJet’s network, great schedule and industry-leading
distribution via easyJet.com appeals to a broad base
of both business and leisure customers. The easyJet
brand has pan-European reach and appeal throughout
27 countries. New initiatives are continuing to strengthen
our position as both a leading airline and an innovative
e-commerce business.
REVIEW OF STRATEGY CONTINUED
£9
per bag
We only charge £9 each way for
a 20kg piece of hold luggage. Ryanair
charges £115 for the same luggage.
Bon appetit
Croissant et café
Our inight catering is now based on regional
preferences. Our customers can buy the food and
drink they prefer – with a greater choice of produce
sourced to cater for local tastes.
Understanding our customers
We work hard to get close to our customers,
listening to their needs and evolving our schedule
and services to match. During the year, we
aggregated all our customer data into a single
location to give us a fast and intelligent view on
emerging trends in customer travelling habits.
easyJet is leading the way within the airline industry
on its use of social media to drive customer
engagement and improve the customer
experience – since its launch six months ago,
@easyJetcare on Twitter has proactively assisted
thousands of customers. easyJet also developed
the rst airline iPhone application in Europe,
providing customers with real time data on the
arrivals and departures forights to and from
our Swiss airports.
Ensuring that our customers arrive at their
destination on time is key to delivery of a winning
customer proposition, and at easyJet we continually
measure on time performance. In the year, our on
time performance (measured as percentage of
ights arriving within 15 minutes of scheduled
arrival time) improved from 75.4% to 79.5%.
The result? Continued strong appeal across the
four key customer groups: business people;
holidaymakers; customers visiting friends and
relatives; and second home owners. In fact, nearly
90% of customers surveyed during the year would
recommend easyJet to a friend.