Alaska Airlines integrated video feedback into their customer experience surveys, gaining deeper insights into customer needs and priorities. This approach allowed for specific, actionable feedback on areas like friendliness, leading to improvements in overall customer experience.
The Challenge
- Alaska Listens survey collected crucial feedback but lacked depth in understanding what mattered most to customers
- Customer feedback indicated areas needing improvement but feedback was often too vague and non-actionable
- The term 'friendliness' appeared frequently in surveys but lacked sufficient context for meaningful action
Solution & Implementation
- Embedded video open-ends into existing Alaska Listens survey to capture customer feedback in three areas
- Allowed customers to speak directly about what friendliness means, millennials' views on sustainability, and any topics they cared about
- Gave customers opportunity to provide feedback without boundaries or limitations on content
The Outcome
- Video feedback provided better understanding of key customer segments and specific actions for improvement
- Created new platform for customer learning where customers answered questions Alaska never knew to ask
- Emotional context from seeing and hearing customers amplified voice and drove actionable improvements
- Deeper understanding of friendliness enabled specific steps to improve entire flight experience