EasyJet 2015 Annual Report Download - page 46

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42 easyJet plc Annual report and accounts 2015
Corporate responsibility continued
EASYJET'S CUSTOMERS
easyJet's cause is to make travel easy and
affordable. It wants to provide its customers with
a good and safe service, with an emphasis on a
friendly experience. easyJet wants to be open and
honest with its customers, to build lasting
relationships with them.
Customer Charter
easyJet's Customer Charter, co-created with over 300
employees including pilots, cabin crew and contact centre
employees, was published in 2013 and sets out what customers
should expect when they travel with easyJet:
• Safety first, we never compromise
• On your side, we see it from your point of view
• A big smile, friendly service is our passion
• Make it easy, at every step
• Open and upfront, we will always be straight with you
• Customer at the heart of easyJet
This year easyJet has continued to work to embed its Customer
Charter commitments across the Company.
Employee research suggests the Customer Charter is well
established amongst easyJet employees. 84% of over 4,000
people who took part in easyJet's employee engagement survey
agreed that they understood how they can deliver the promises
in the Customer Charter.
This year easyJet has focused on how the airline applies the
Customer Charter during times of disruption. In March easyJet
Customer Champions came together from across the airline for
the annual Customer Meeting, a forum for knowledge and idea
sharing. They created an internal set of guidelines defining how
easyJet employees should support customers during disruption
in the airline's airports. These behaviours have also since been
communicated to easyJet's ground crews across the airline's
network.
easyJet has also improved how it communicates with customers
when their travel plans have been disrupted. To ensure timely and
relevant information is sent to customers, a new team has been
established in the Operations Control Centre in Luton, solely
focusing on customer communications during disruption. This
team provides information to customers through text messages,
emails and live updates on easyJet's Flight Tracker tool.
Using digital technology to enhance the customer experience
easyJet uses digital technology to improve the customer
experience. This year it launched further innovations to help
make it easier to book, manage travel and fly with easyJet.
Its digital platform is a key point of differentiation. easyJet
believes it has significant advantages in the capability of its web
platform, Customer Relationship Management (CRM) data and
mobile offering. During the year easyJet had over 500 million
visits across all platforms, an 18% increase in the last two years,
and grew web conversion by 13% over the same period.
easyJet's CRM enables its customers to benefit from increasing
levels of personalisation across several channels, with examples
such as saved passport details, targeted marketing campaigns
via email and text message and bespoke offers from its affiliate
partners. The user experience has been further developed over
the year, with greater ease of interaction on the website and
mobile and optimised layouts and design. The customer help
web pages were also re-launched, as part of easyJet's strategy
to make it easier for customers to resolve simple queries and
encourage self-service.
easyJet continues to run its Fearless Flyer programme to help
those who either have a fear or nervousness of flying, to
overcome them. The course consists of two parts; in the first
part an experienced easyJet captain deals with any
misconceptions that participants may have about flying. In
addition, phobia expert Lawrence Leyton teaches people
proven techniques to help overcome the anxieties and
concerns nervous flyers typically have. In the second part,
participants and travelling companions go on an 'experience
flight' operated by easyJet.
Since 2013 more than 2,500 people have completed the
course and flown on an experience flight.
FEARLESS FLYER
ENHANCING THE CUSTOMER EXPERIENCE