In the highly competitive aviation market, airlines find themselves in fierce price competition—most passengers perceive them as interchangeable. To differentiate itself from the competition, SWISS set out to offer passengers a seamless flight experience, from booking and service on board, to support at the destination.
But how can passenger satisfaction be measured precisely and efficiently? Until 2010, passenger surveys were carried out during the flight using a paper questionnaire that was distributed and collected by flight attendants. This procedure involved a great deal of logistical effort and had methodological weaknesses: on the one hand, other passengers in the cabin have a considerable influence on those completing the surveys. On the other hand, passengers weren’t yet able to make a final judgement during the flight, since important touch points such as baggage delivery or service in the event of baggage loss, were missing.