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How can you improve airline in-flight entertainment based on customer feedback?

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In-flight entertainment (IFE) is one of the factors that can make or break your travel experience. Whether you want to watch a movie, listen to music, play a game, or learn something new, you expect your airline to offer you a variety of options that suit your preferences and needs. But how do airlines know what you want and how to improve their IFE systems? One of the most effective ways is to collect and analyze customer feedback. In this article, we will show you how you can use customer feedback to improve your airline's IFE and increase customer satisfaction and loyalty.

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James Dodkins

Customer Experience Rockstar ?? | CX Evangelist @ PEGA ?? | Self appointed 'Chief Content Officer' ?? | International…
Damie B.

Context and Knowledge Data Strategist
Pether Jonsson, MSc. , CCXP

1 Why customer feedback matters

Customer feedback is integral in understanding your passengers' likes, dislikes, needs, and expectations. It can help you identify their pain points and preferences, as well as measure their satisfaction and loyalty compared to competitors. Listening to your customers can be beneficial in enhancing the quality and variety of content, optimizing the usability and functionality of your IFE system, personalizing the IFE experience for different segments and preferences, innovating new features and services, and solving technical issues and glitches.

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Damie B.

Context and Knowledge Data Strategist
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One time I was flying with my children and the gentleman next to me was watching a super inappropriate movie on the in-flight screen. I understand he paid for the right to watch whatever he wanted but it was also a challenging conversation for me as a mom trying to explain why my child was seeing what they were seeing on the screen next to them. It was hard to figure out how to solve the problem. The best solution for me was to change seats so my child was as far away from the screen as possible and give them headphones to distract them. Why do we need adult content on a flight? Since many people hate sitting next to children on a flight, put families in a kid-friendly section.

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2 How to collect customer feedback

Collecting customer feedback on your IFE can be done in various ways, depending on your objectives, resources, and timing. Surveys are a popular method that can be done online or offline, with questions ranging from rating scales to multiple choice and open-ended. Reviews can be encouraged on your website, social media, or third-party platforms to gain insights into customer opinions and emotions. Interviews can provide in-depth feedback on the IFE, while focus groups can generate feedback from different perspectives and test new concepts.

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3 How to analyze customer feedback

Once you have collected customer feedback, you need to analyze it to extract meaningful and actionable insights. Text analysis software can help you identify themes, patterns, sentiments, and emotions in your customer feedback. Data visualization software can create charts, graphs, dashboards, and reports that display the data in a clear and engaging way. Additionally, data mining software can explore and discover hidden patterns and relationships in your customer feedback data. This can help you segment your customers, predict their behavior, and optimize your IFE strategy.

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4 How to implement customer feedback

The final step is to use your customer feedback insights to improve your IFE. You should prioritize the most important and urgent issues and opportunities, set clear and realistic goals and objectives, design and test solutions that address customer needs and expectations, implement and monitor the impact of your solutions on customer satisfaction and loyalty, and solicit and incorporate feedback from customers and stakeholders.

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5 How to benefit from customer feedback

Improving your IFE based on customer feedback can bring numerous advantages, such as boosting customer satisfaction and loyalty, which can lead to repeat purchases and referrals. It can also help differentiate your airline from competitors, reducing costs and increasing revenue. Additionally, enhancing your brand reputation and image can strengthen customer trust and loyalty, while fostering a customer-centric culture can motivate employees and partners to deliver better service.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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James Dodkins

Customer Experience Rockstar ?? | CX Evangelist @ PEGA ?? | Self appointed 'Chief Content Officer' ?? | International Keynote Speaker ?? |
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I’d just like to be able to pick up a movie where I left of on the return flight lol - is that too much to ask? ?? The technology exists to be able to remember who I am, the movies I’d hearted, the series I’ve watched etc - that would be such a small thing that would make a massive difference.

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Pether Jonsson, MSc. , CCXP
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Make it possible for people to be able to “bring your own movie” and use the aircraft screen etc. by connecting their own device……………… ( last dots to ensure compliance with length of feedback restriction)

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How can you improve airline in-flight entertainment based on customer feedback?

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1 Why customer feedback matters

2 How to collect customer feedback

3 How to analyze customer feedback

4 How to implement customer feedback

5 How to benefit from customer feedback

6 Here’s what else to consider

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