Brand & Product Development

Delivering the customer promise

Most of us who fly airlines know that for a commoditised business it is the little things that leave their imprint on us, whether this is a road warrior finding respite in the lounge, a parent who gratefully preboards the aircraft with buggy in tow or a weary traveller who has her misplaced baggage delivered to her hotel.

The customer experience is delivered through our product – both hard tangible product and soft service features – and how customers respond to this, whether flying with us again or telling their friends about their experience is how brands are built and destroyed.

Surprisingly for a business that is shaped by customer interactions with frontline staff, airlines do a remarkably bad job of defining a customer promise and then delivering this to the customer. Too many airline adopt a production mentality of simply flying the customer rather than understanding where the airline makes its money and addressing the relevant customer segments.

Nevertheless many airlines suffer from the following:

  • an incoherent customer proposition
  • failure to manage and monitor the customer experience
  • a silo-ed approach to product, often driven by Operations rather than Commercial
  • the absence of commercially driven negotiations with suppliers

Against this background, Athena Aviation makes a difference by deploying a team of experts that have designed and delivered award winning brands, developed customer experience roadmaps and led 360 degree product transformation programs that have spanned ground, inflight and the web.

To explore a 360 degree refresh please get in touch with our brand, product and customer experience experts




Our Team

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Sudeep specialises in airline start-up, corporate strategy and commercial performance improvement. He focuses on start up planning and meeting revenue … More

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