2016-07-13-奥纬咨询-Beyond_price_and_loyalty_programs_5页_406kb

报告摘要

Aviation, Aerospace & Defense: Customer Experience through Customization

Introduction

The aviation industry is focusing on enhancing the customer experience to build brand differentiation and revenue. While price and loyalty programs have been primary factors, the next frontier involves deeper collaboration between airlines and aircraft OEMs for customized aircraft interiors.

Customer Experience Importance

Airlines score highly on customer experience impact compared to mobile operators.
Top influencing factors include on-time performance, aircraft quality/interior, and connectivity/interaction.

Current Challenges

Traditional "one-size-fits-all" aircraft require expensive reconfiguration post-purchase.
Example: Emirates delayed Boeing 787 purchases due to engine performance concerns.

Emerging Solutions

Earlier Design Collaboration: Airlines engaging with OEMs during design phases to meet specific needs.
3D Printing: Enables mass personalization with reduced time and cost for cabin interiors.
Cost Optimization: Airlines pushing for cost efficiencies without compromising economy class experience (e.g., United's thinner seat design).

Innovations Being Adopted

Calmer cabin lighting, ample storage, dimmable windows.
Enhanced aisle access and new privacy features (Etihad's fixed headrest innovation).

Airline-OEM Collaboration

Moving beyond tension to strategic partnerships to achieve mutual benefits.
Integrating customization into OEM design plans without significantly delaying delivery.

Economic Impact

Increased seat density per aircraft (12% since 2009), improving airlines' economics.

Conclusion

Deeper customization and technological innovation are reshaping the aviation experience. Partnerships between airlines and OEMs are crucial for balancing the high costs of customization while maintaining and improving passenger comfort across all cabin classes.