Cathay Pacific’s Customer-Centric Design Thinking Journey
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When I first came to Cathay Pacific, I saw how it operated on a completely different model than any other airline I had ever been on. The airline was run through customer-centric design thinking methodology. The team always worked with customers and their problems rather than simply designing their products and services. They understood that good design comes with good business – that is, they had a customer first mentality and believed in treating their customers well. This was very different from what I had learned or experienced before, as I was trained in an industrial design background.
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Dear readers, I am happy to tell you about Cathay Pacific’s Customer-Centric Design Thinking Journey. In 2012, Cathay Pacific Airways started to explore new ways to address the issues and pain points of their frequent passengers. They came up with a Customer-Centric Design Thinking journey which was a journey to create an airline service that delivers a unique value proposition and personalized service experience. The journey started with a few pilot ideas and prototypes. They used their customer data and analyzed
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“My company Cathay Pacific has a long history dating back to 1946 when it was founded as Hong Kong Aerial Transport. It is a significant player in the air transport industry globally with over 30 domestic and international destinations, including Hong Kong. In this 75th year, Cathay Pacific celebrates its ‘Customer-Centric Design Thinking Journey’ to provide exemplary experience for its customers. A key feature of the ‘Customer-Centric Design Thinking Journey’ is a proactive approach in anticipating
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In a recent interview, we spoke about Cathay Pacific’s Customer-Centric Design Thinking Journey, as it is an excellent example of a well-conducted and implemented customer-centric design. It illustrates how Cathay Pacific has consistently demonstrated that an organization can develop a clear strategy for its own growth and development by putting customers first. The journey starts with the customer experience. From the airport to the gate, to the boarding process and at the end, the on-board experience. It is a journey that starts with understanding
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I do not own Cathay Pacific. But I do share my expertise on customer-centric design thinking and its impact on businesses. In 2015, Cathay Pacific became the first airline to use data analytics to improve customer experience. click to investigate They launched an app called Airspace, powered by Google BigQuery. The app tracks travelers’ luggage, gate information and flight status. Based on flight and destination-specific data, the app predicts where to drop off the luggage, avoiding passengers’ unnecessary steps, and
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I have been working for Cathay Pacific airlines for the last 5 years and as the company has evolved from a traditional carrier to one of the leading airlines, I was lucky enough to participate in several ground-breaking projects. One of the most significant initiatives that I have been associated with was the implementation of Design Thinking methodology, which helped the company to approach its customers with a customer-centric mindset. The customer-centric design thinking journey of Cathay Pacific’s initiatives started in 20
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I am writing a case study for Cathay Pacific, an award-winning global airline, which has transformed itself from a traditional airline to a leading brand through customer-centric design thinking. I want to share how Cathay Pacific managed to transform its customer-centric strategy into actionable strategies to meet its business objectives of increased market share and revenue. The journey of Cathay Pacific began with a focus on customer feedback and insights to identify pain points and gaps in their services. After listening to customer concerns, Cathay Pacific
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In the fast-changing world, companies must continuously evolve to remain relevant and competitive. One of the most important aspects of an organization’s success is how well it connects with its customers. For Cathay Pacific, that connection was built by adopting customer-centric design thinking principles. Design thinking is a concept that originated from product design. The aim is to identify what customers need, understand their pain points, and create solutions that solve those pain points. It is an iterative and agile process that involves collaboration between stakehold