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Analysis / Mobile

Travelling Without A Suitcase: How Customer Journey Mapping Holds The Key

Air France

The interesting thing about being a CX professional is that you’re always seeing things from the customer’s perspective. You are constantly aware of being a customer going through a journey. Let me share my recent experience of flying from Paris, France to Phoenix AZ.

A couple of weeks ago, I flew to Phoenix to attend the CXPA Insights Exchange event (a very important event for CX professionals). My Air France flight departed from Paris Charles De Gaulle Airport to Minneapolis where I had to change flights to Phoenix AZ. This is the story of my journey to Phoenix:

I first took the metro in Paris. It was rush hour, taking a taxi didn’t seem like a good option. There were issues in the metro and I had to change trains twice. Knowing this could happen, I had given myself an extra hour to get to the airport. As you can imagine, when I finally got to the airport, I was not in the best of moods.

A very pleasant surprise was waiting for me at the Airport: Air France’s friendly little self-service kiosk upgraded me to Business Class. Sheer happiness: This meant I would eat really good food and be able to sleep during my 9-hour flight. Things were looking up!

We landed in Minneapolis on time. I had 1h 30m to get through border security, get my luggage and register for my next flight to Phoenix. My luggage, however, had decided to let me down and not show up: by the time I went to the luggage info and asked around I had just enough time to get on my flight to Phoenix.

Once in Phoenix I checked for my luggage again and was told it should be here soon. I filled up a form and went to my hotel. I unfortunately didn’t get my luggage on time for my presentation in front of 200 people (I did buy a new shirt at the hotel store, but no suit!). My luggage came in the day before my returning to Paris.

Looking back at my journey, I thought of a few things the airline could have done differently:

  • I don’t know why I was upgraded to Business. It would have been nice to know.
  • My bag should have been one of the first ones to be put on the plane, to match expectation from a business class trip: first in, first out. First one out of the plane, First one to the taxi lane.
  • I got no explanation as to why my suitcase didn’t make it. The airline company could remind their customers that suitcase delivery can get delayed sometimes, and it’s always good to take spare clothes to face such situation.
  • A survey to ask me about my business class upgrading experience after my return could have been more insightful. I would have liked a chance to tell them that my priority as a business traveller was to get to my final destination on time with all my belongings, not to get upgraded.

From a Business Process Management (BPM) point of view, everything was handled correctly, my suitcase was tracked and delivered, my flight was on time. However, my EXPERIENCE cannot be rated as “very good.” A BPM tool like Bonita wouldn’t have identified gaps in the journey. You need a Customer Journey Mapping solution to map the end to end customer experience and detect time issues, inconsistencies across multiple interaction points and analyse the customer’s feelings.

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Laurent is Senior Product Marketing Manager SaaS, at Quadient Software.