EasyJet 2014 Annual Report Download - page 53

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Internally, customer issues are managed by a Customer
Board that brings together key people in the Company
involved in the customer journey. The Customer Board
shares data and insights and discusses and agrees ongoing
improvement initiatives.
During the summer months, our peak travel period, there
was more widespread disruption than we have seen in recent
years, as a result of air traffic control strikes and severe
weather-related disruption, as well as a number of resilience
issues at Gatwick which impacted all airlines at the airport. This
is reflected in the reduction in our on-time performance from
87% in the year ended 30 September 2013, to 85%, and the
consequent fall in overall customer satisfaction from 80% to
78% in the year ended 30 September 2014.
We also use our customer surveys to gauge future
customer value as there is a clear link between deep
satisfaction and brand advocacy (likelihood to recommend
easyJet). Currently 55% of our customers are completely
or very satisfied. Our aim is to increase the proportion of
customers in these categories.
As part of strengthening stakeholder engagement on
sustainability issues, we extended our customer research
this year to also gain more insight into how our customers
view sustainability and how this impacts on their
impressions of easyJet. Overall the findings indicate that
sustainability is important to our customers. They feel
particularly strongly that companies have a responsibility
for people’s wellbeing. A high proportion believes that
airlines in general could do more to reduce their
environmental impact, although only 40% said easyJet’s
approach to the environment would impact on whether
they recommended easyJet. Compared to 10 other airlines
easyJet was considered the most sustainable. 55% of
customers felt the UNICEF partnership made them feel
more positive about easyJet, balanced by the view that
we must continue to support local community initiatives
alongside it.
www.easyJet.com
51
Strategic report