Page | 8
TABLE OF CONTENTS
CONFIDENTIALITY AGREEMENT 2
AUTHOR CONTACTS 3
TABLE OF CONTENTS 4
EXECUTIVE SUMMARY 5
BUSINESS BACKGROUND 7
CONSUMER EXPERIENCE MAP 11
CONSUMER REAL VIRTURAL EXPERIENCE 17
THEORETICAL AND MANAGERIAL IMPLICATIONS 19
The purpose of this article is to evaluate the customer experience of Air New Zealand's online purchase service and to combine theoretical analysis to guide online assistance. This paper attempts to analyse the focus of its activities in the market by investigating the background of the aviation industry, market competitors and its organisational structure (alliance, shareholder relations and joint ventures, etc.). As the market demands continue to grow, so does the competition in this industry. With the help of digital developments, Air New Zealand has successfully increased its market share by identifying potential customers and using online tools (computer websites, mobile apps, etc.) to interact with customers. Through research, we can conclude that the differentiated services provided by enterprises at various touch points are vital to the customer experience. At the same time, additional preferential assistance and high-quality services are also an essential means for Air New Zealand to win in the aviation industry.
HOW CAN AIR NEW ZEALAND BE THE BEST DIGITAL AIRLINE GLOBALLY?
THE CUSTOMER-CENTRIC CULTURE SHIFT FROM “WE FLY PLANES” TO “WE FLY PEOPLE.”
2. BUSINESS BACKGROUND
Air New Zealand is the recipient of the number one placing by AirlineRatings.com of 2018 in its annual assessment of the world's carriers, ranking ahead of its antipodean rivals Qantas and Singapore Airlines. In July 2018, according to KPMG's New Zealand Customer Experience Excellence Report, of the 124 New Zealand brands surveyed, Air New Zealand ranked second among New Zealanders' favourite brands. Like many other airlines, Air New Zealand has implemented an online booking system and customer service system to serve its customers in the digital world better. The online service includes many aspects, covering the time from the customer's initial dreaming stage until post trip. Therefore, the need for both functional and emotional experiences is what will ensure Air New Zealand builds more in-depth relationships with those who chose to travel with them.
Headquartered in Auckland, Air New Zealand operates passenger flights to 20 domestic and 31 international destinations in the Pacific Rim and 19 countries in the UK. The airline has been a member of the Star Alliance since 1999. In October 2001, Air New Zealand was re-nationalised under a New Zealand government NZ$885 million rescue plan (with the government taking an 82% stake) and subsequently received new leadership. In November 2013, the New Zealand government reduced Air New Zealand's share from 73% to 53% as part of its controversial asset sales program. As of June 30, 2017, Air New Zealand's latest shareholding ratio is...