How can a company adapt its data collection methods?

How market research allowed Air France KLM to redesign and optimize its consumer and quality standards surveys to ensure the quality of their services remained competitive

By TNS, a global market research company.


Cost-effective way to ensure and evaluate passengers’ service
Air France KLM needed to measure two things: consumer satisfaction with the services provided, but also whether these services are being delivered as they should be and as defined by company guidelines. Air France KLM needed to assess a new methodology to measure passenger satisfaction in a contemporary, flexible, cost-efficient and reliable way, while also not harming the representativity, volume and robustness of the sample. To design and assess this new methodology, they worked with research agency TNS.


Survey and mystery shopping

First, with regards to the design of a new consumer satisfaction survey, Air France KLM did an inside survey probe within the company to understand what each department at every level of the hierarchy needed in terms of data and information. They identified a number of methodologies that could replace the pen-and-paper survey, and assessed each one using the MoSCoW prioritization method (Must, Should, Could, and Won’t do).

Then, a mystery shopping was redesigned, with the idea of having the passengers, rather than professionals, act as mystery shoppers. First, a screening was conducted to gauge the enthusiasm of passengers about the idea, see whether there would be volunteers and adjust the incentives given to potential participants. Following the screening, a pilot was launched to test the design of the program and the app through which the program would go through. A limited number of carefully chosen customers were able to participate.

So what?

New methods for collecting reliable consumer satisfaction data

Following the research results, email surveys and on-board e-services were the only two methods of data collection that met the basic requirements outlined within the organisation. Regarding the revamped mystery-shopping process, customers expressed enthusiasm at the idea of documenting their travel experience through an app. During the pilot, 96% of participants found the app easy to use and its user friendliness very highly.

Following the testing and positive results from the pilot programs, both of these market research schemes were implemented and automated, under the names of the E-SCORE and the Quality Observer programs.

The data from the consumer satisfaction survey allowed for the creation of a completely new dashboard to be used by company insiders at every level. It is used by over 2,500 users, from top management to operational team leaders, who look at the results on a monthly basis.