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In the dynamic world of aviation, customer feedback is a compass guiding improvements. While compliments often find their way into the hearts of businesses, it's the challenges that surface on social media, especially in the B2C sector, that demand attention. At PXCom, we understand the power of constructive feedback, and we're delving into the world of satisfaction surveys, conversion rates, and the transformative potential of Experience Management (XM) tools.
While specific figures can vary based on the industry, target audience, and survey methodology, it’s helpful to provide a general perspective on launching a satisfaction survey and the expected conversion rates. Keep in mind that these figures are indicative and may vary based on the context of your airline or industry.
Here’s a snapshot:
– Email Invitations
When launching a satisfaction survey through email invitations, industry benchmarks suggest an open rate of around 20-30%. This means that out of 100 emails sent, you can expect 20 to 30 recipients to open the email containing the survey link.
* Source: According to Campaign Monitor, a good email open rate should be between 17-28%, depending on the industry. The average email open rate across all industries in 2021 was 21.5%, up 3.5% from 2020. Industries with the highest open rates, such as Education, Agriculture, and Financial Services, average between 25-28%.
For IFEs, passengers must be invited to complete the questionnaire via a popup, as well as highlighting access to the questionnaires on the IFE home page.
– Survey Participation
The participation rate, or the percentage of those who opened the email and completed the survey, typically ranges from 10% to 20%. This implies that out of the 20-30 people who opened the email, 2 to 6 people may complete the survey.
More than half of passengers are actively seeking information on the aviation industry’s initiatives aimed at mitigating environmental damage. This demonstrates a growing consciousness among travelers about the industry’s role in environmental stewardship.
– Website Surveys: On website-based satisfaction surveys, the conversion rate often hovers around 1-5%. This means that out of every 100 visitors to the survey page, 1 to 5 participants may complete the survey.
– Mobile Surveys: Mobile surveys tend to have slightly higher conversion rates, ranging from 5-10%. The mobile-friendly interface and the convenience of responding on-the-go contribute to increased participation.
– In-Flight Entertainment (IFE) Surveys: Surveys integrated into the In-Flight Entertainment system may yield higher conversion rates, ranging from 10-20%. Passengers engaged in the in-flight experience might be more inclined to share their feedback during or after the journey.
In the sea of tools designed for Experience Management, beacons like Qualtrics shine bright. These tools, catering to both web and mobile interfaces, offer a comprehensive approach to gathering and interpreting passenger feedback.
Herein lies an opportunity – an opportunity for both advertisers and PXCom to capture the attention of passengers and enrich their journey.
For airlines equipped with Experience Management solutions, the synergy with In-Flight Entertainment (IFE) is a game-changer. Connecting your XM solution to IFE consolidates feedback management, allowing you to define surveys, distribute them across various touchpoints, including IFE! And retrieve results seamlessly.
The key lies in scripting the return of the experience or satisfaction survey, weaving it seamlessly into the passenger’s journey.
Imagine a pop-up on IFE after a delightful meal, kindly asking passengers to share their thoughts.
Crafting engaging surveys tailored to the moment is key—content is queen, but context is king.
Consider three scenarios where context-driven surveys can thrive:
– Post-Meal Delight: Trigger a survey at the end of a sumptuous meal, leveraging the positive aftertaste to gather authentic feedback.
– Movie Rating Magic: Capture the audience’s sentiment right after they’ve enjoyed a movie, tapping into their immediate reactions for a genuine movie rating.
– Anticipation Before Landing: Thirty minutes before landing, seize the moment when passengers are eagerly anticipating their destination. Ask if they’d be willing to share their satisfaction level, creating a seamless transition from the in-flight experience to feedback.
At PXCom, we believe that every journey is an opportunity for improvement. By understanding conversion rates, embracing powerful XM tools, and seamlessly integrating surveys into the in-flight experience, we can transform feedback into a catalyst for elevated passenger experiences. Let’s not just navigate the skies; let’s navigate the landscape of passenger sentiments with precision and care.
*For more insights on measuring Customer Experience (CX) metrics, check out SurveyMonkey’s guide
Stay tuned for our next blog, where we delve into CX metrics in more detail.
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