Challenge
For several years, Air Greenland had had an inconsistent, manual approach to measuring customer satisfaction. Sporadic and long questionnaires with a low response rate provided limited insight. With new competition on the horizon, a structured approach is needed that can bring them closer to the customers.
Solution
With the help of an expert in customer satisfaction, Air Greenland designed an automated, trigger-based NPS setup in nps.today. The solution is integrated into Air Greenland’s data environment, so all customer data is gathered in one place. Customer feedback is visualised in real time in a customised dashboard in Power BI.
Results
The prerequisites for working purposefully towards becoming the customers’ preferred choice are in place. The customers’ voices are being heard in the organisation, and the relevant decision-makers have access to customer insights that can be used to make concrete and effective adjustments that can be felt by the customers.
New competitive situation requires insight
The prospect of a new competitive situation led Air Greenland to change how it worked with customer satisfaction. In fact, the company had needed a more consistent and automated approach for a long time.
“Previously, our customer questionnaires were far too detailed, and we didn’t follow up on the insights in a structured and focused way. This was reflected in the response rate, which was usually low. At the same time, our manual setup was very person-dependent, which meant that our efforts unfortunately weren’t rooted in the organisation when the person responsible changed jobs. We, therefore, needed to systematise the work with customer satisfaction and root it in the organisation. By ensuring sustained high customer satisfaction, we can realise our vision of being our customers’ natural first choice,” says Mikkel Søndergård, Head of Business Development at Air Greenland.
The most suitable customer experience platform
Air Greenland started a collaboration with Kent Bredahl from CUORI. As a consultant, Kent helps companies with the organisational work on customer satisfaction. Among other things, this involves clarifying how to choose contact points, how to measure and ask questions, and how feedback should be used and made visible in the organisation. Another of his tasks is to choose the most suitable platform.
My most important task is to ensure that focus on the customer becomes a natural part of the employees’ workday. And then the insights from the measurements must lead to actions that make a positive difference for the company’s customers, thereby strengthening the business.
The easiest thing in the world is to buy a system and feed it with email addresses and then just send out surveys and get responses in. But to create real value, the organisation must be involved, and the work must be supported by a good platform. When we evaluate the customer experience platforms that are on the market, I find time and time again that nps.today is ahead of the pack – and that was the case here too.
This is based on an overall assessment, but its particular strengths are its simplicity and integration options. The solution is NPS-based, which means that we’re already well underway even before we start, and we can easily integrate with the customer’s other IT tools. Also, nps.today provides the best service, says CEO from Cuori, Kent Bredahl.
Direct line to the customers in three weeks
It only took three weeks from the start of the project until the first responses became visible in the Power BI dashboard. Data from the NPS setup is now stored together with the rest of Air Greenland’s commercial data environment, so all customer data is gathered in one place. The integration makes it possible to take into account the overall activity related to the customer and, for example, set up rules for prioritisation between contact points, quarantines, and automatic regulation of which customers should receive which surveys when.
With nps.today, we know we don’t trouble customers unnecessarily. They only hear from us when it’s relevant. At the same time, our NPS surveys give us access to aggregated data that can provide insights about the customers. We were quickly up and running with a solid solution. The rollout was smooth, and in our other companies we’re carrying out the implementation in small chunks, so we’re sure that the organisation is involved
Strong team behind Air Greenland’s solution
In the ideal NPS setup, many facets have to work together, and a good collaboration between parties who recognise each other’s different competences is key. Air Greenland’s solution was realised thanks to the cooperation between nps.today and their two partners: CUORI as an expert at rooting the customer satisfaction work in the company, Nexus Ambition, which provides the overall picture of Air Greenland’s commercial data structure and knowledge of other digitalisation initiatives, combined with a strong SaaS survey solution from nps.today.
“I’m very impressed with the efficiency of the collaboration. Not only were we quickly up and running. The process was also effortless, and always focused on our business,” says Mikkel Søndergård.
The suppliers strongly agree.
“We complement each other well, and there’s a synergy when we bring our competences together. If we had worked separately, the finished solution might have been limited by our respective areas of expertise. Together, we’ve created a solution that supports the entire commercial function at Air Greenland with a strong analytical tool and organisational involvement on a solid digital foundation,” explains Kent Bredahl from CUORI.
Good experiences throughout the customer journey
Today, Air Greenland performs measurements in four key contact points that cover the purchase of flights on the website, evaluations of the flight itself, delays, and all contact with customer service. Over time, more contact points will be added so that Air Greenland can measure the entire customer journey. But it is even more important to use the measurements to become more knowledgeable and create change.
It’s one thing to measure, but we also need to build an understanding of why customers respond the way they do. And we need to make adjustments that show our customers that we’re listening and are making an effort to meet their needs. Therefore, all three elements – measuring, understanding, acting – are equally important for our vision of being able to work purposefully to create good experiences throughout the customer journey
Higher response rate than expected
As part of the organisational implementation, Air Greenland has established some fixed workflows to prioritize follow-up on the relevant responses. “We can already see that nps.today gives us a great foundation for learning more about our customers. The response rate is higher than expected, which shows us that customers want to interact. Among managers and employees, the data-driven approach to customer satisfaction that we have now established provides a much better focus on which efforts should be prioritised,” says Mikkel Søndergård and continues: “We now need to ensure that we’re persistent in our follow-ups and that we follow up with changes that our customers notice.”
What's next?
Today, the relevant senior employees at Air Greenland have easy and direct access to customer insights that can be used to make concrete and effective adjustments. The next step will be to do the same in the Group’s other companies, which include a hotel, travel agency and tour operator. In addition, the goal is that all departments with customer contact will benefit from the solution. Finally, the solution has been integrated and automated so it is less person-dependent, which was also important for Air Greenland.
“I will soon be moving on to another position at Air Greenland, and it’s good to know that I can pass the baton to my replacement. The foundation is in place, and automation and the fixed workflows make it easy to maintain and further develop the solution,” Mikkel Søndergård concludes.
About Air Greenland
The Air Greenland Group is Greenland’s national airline, which mainly offers all types of aviation throughout Greenland. Through subsidiaries, the Group also offers a hotel, lodge, travel agency and tour operator. The company’s stated goal is to be the natural choice for customers, as well as the most sustainable choice for both the local community and the environment. The almost 600 employees work daily to create the best customer experience from the time customers book their tickets until they arrive at their final destination.