PR IESTMANGOODE
THE FIVE RULES OF
CUSTOMER EXPERIENCE
Whether you’re developing cabin interiors or elevating the passenger journey on the ground, a few
basic rules can help you delight passengers and strengthen brand profile, finds PriestmanGoode
W
hat creates a truly memorable
travel experience? It’s not the
products or even the services
themselves, it’s how they make us feel.
PriestmanGoode doesn’t just create
interior products: we create experiences,
brand environments for passengers to
immerse themselves in, reflective of
cultures and company values.
As our studio has grown its leadership
across brand strategy, design, innovation,
branding, trends research and
visualisation, we work increasingly on
turnkey customer experience solutions,
working with airlines to unearth the real
issues they face, and design targeted
solutions that increase competitive
advantage and improve brand perception.
Whatever the project, a few basic
rules apply.
RULE ONE: BE AUTHENTIC
Know who you are, and ensure that your
services and products embody that at
every touchpoint. Customers seek a sense
of security, knowing that a brand is
consistent across the entire journey.
PriestmanGoode has been working with
Turkish Airlines for a complete overhaul of
the customer experience, both in the cabin
and at New Istanbul Airport. Every element
of the experience is based on the airline’s
corporate brand guidelines, translating
these to a 3D environment that meets
both aesthetic and functional needs.
The ‘Flow’ pattern created for the airline
represents the flow of the travel journey,
as well as Istanbul as a place where the
seven continents meet. It’s the physical
embodiment of the brand’s values.
RULE TWO: MAP THE WHOLE
CUSTOMER JOURNEY
Whether it’s a completely new widebody
cabin interior, a narrow-body trim and
finish refresh or an overhaul of the whole
passenger journey, each project should
start with a map of the whole customer
journey. Identify the points at which your
aircraftinteriorsinternational.com
040 ANNUAL SHOWCASE 2020
was widely shared on social media,
increasing brand perception. Meanwhile,
the beautifully designed interiors created
for the airline exactly matched what the
airline was marketing, resulting in positive
customer feedback.
RULE THREE: RESEARCH,
DESIGN, TEST AND REFINE
Know who your customers are. The key
to great design is extensive research,
testing and refinement. It’s easy to create
beautiful designs; it’s considerably harder
to create elegant design solutions that
answer a problem. That’s why we’re here.
1
customers interact with you. What
matters about your aircraft interiors is
not just the interiors themselves, but
how they match customers’ expectations
based on their lifestyle, and on the
expectations that you as an airline have
set, through marketing and through your
online services.
Digital UX is just as important to
aircraft interiors as the seats, as it sets
the agenda for the type of experience
your passengers will expect. For instance,
PriestmanGoode created an awardwinning
promotional film for WestJet as
it launched its new Dreamliner. The video
/aircraftinteriorsinternational.com