Alaska Airlines, the fifth-largest U.S. airline, sought to deepen customer insights beyond traditional surveys. By integrating video feedback into their Alaska Listens program, they captured authentic customer voices and uncovered actionable intelligence.
The Challenge
- Traditional Alaska Listens survey lacked depth and emotional context for understanding customer sentiment
- Needed better understanding of what 'friendliness' truly means to travelers
- Required insights into millennial perspectives on sustainability in airline selection
- Lacked mechanism to capture open-ended customer feedback with nuance and authenticity
Solution & Implementation
- Integrated video feedback into the Alaska Listens survey program
- Collected customer video responses to explore understanding of friendliness
- Used video format to investigate millennial views on sustainability
- Enabled open-ended feedback collection allowing customers to share authentic perspectives
- Applied automated analysis of themes and sentiment to video responses
The Outcome
- Accelerated qualitative research significantly faster than traditional methods
- Redefined vague 'friendliness' concept into specific, actionable service improvements
- Uncovered unexpected customer insights and previously unconsidered opportunities
- Humanized customer data through video storytelling, driving empathy-based decision-making
- Enhanced customer segmentation and understanding of key traveler groups company-wide