Delta Decodes the Passenger Brain

In the cutthroat world of commercial aviation, airlines are constantly vying for passenger loyalty. While legroom and frequent flyer miles might be the obvious weapons in this battle, Delta Air Lines, the granddaddy of U.S. carriers, has unlocked a secret weapon: democratized data. Partnering with Stravito, an AI-powered insights platform, Delta is transforming its trove of customer research into actionable intelligence accessible to everyone from the chief executive officer to the baggage handler.

Forget the days of siloed information and research reports gathering dust on digital shelves. Delta, a company that once dusted crops, is now dusting off its data and making it the driving force behind a customer-centric revolution. This isn’t just about improving the in-flight experience; it’s about weaving customer insights into the very fabric of Delta’s operations.

The challenge: Wrangling a data deluge

Delta, like many large organizations, was drowning in data. Years of meticulously gathered customer feedback, from post-flight surveys to ad-hoc research on every aspect of the travel journey, were languishing in a digital labyrinth. As Tracy Watkins, Delta’s CX insights innovation manager, aptly put it, “finding the right ‘nugget’ of information that we need in order to make a good decision is sometimes like finding a needle in a haystack.”

This data overload presented a significant challenge. How could Delta ensure this valuable information reached the right people at the right time to inform critical decisions? The answer lies in democratizing access to these insights, breaking down data silos, and empowering every employee to become a customer advocate.

Stravito: Delta’s data democratization engine

Enter Stravito. This AI-powered platform provides a centralized hub for Delta’s vast research repository, transforming it into an easily searchable and accessible knowledge base. Imagine a “Spotify for research,” as Kate Rouse DuHadway, market research project leader for demand insights at Delta, describes it.

Stravito’s AI-powered search functionality allows Delta employees to quickly and easily find the information they need when they need it. This means that everyone, from customer service representatives to product development teams, can access the latest customer insights and use them to make informed decisions that enhance the traveler experience.

Delta’s flight plan for data democratization

Delta’s approach to implementing Stravito was strategic and phased. It started with a dedicated launch team, aptly named the “Insights Hub,” who meticulously curated and organized five years’ worth of research data. This was followed by a soft launch within the customer experience design department, allowing Delta to fine-tune the platform and gather feedback before a company-wide rollout.

To ensure widespread adoption, Delta employed a multi-pronged approach. They integrated Insights Hub links into presentations and meetings, shared weekly highlights and customer feedback videos, and created curated collections for onboarding and career development. This proactive approach ensured that the platform became integral to Delta’s workflow.

The impact: Customer satisfaction takes flight

The results of Delta’s data democratization initiative have been nothing short of transformative. By empowering employees with direct access to customer insights, Delta has been able to make data-driven decisions that enhance the traveler experience at every touchpoint. From streamlining baggage handling and boarding processes to improving pre-flight communications and customer service, Delta uses data to elevate the entire travel journey.

But the impact goes beyond operational improvements. Delta is building a more engaged and empowered workforce by fostering a customer-centric culture. As Kate Rouse DuHadway highlights, “It’s not uncommon for large organizations to develop siloed ways of working, and one of the key things that we’re doing is breaking down silos through research and insights, crossing department lines and all getting on the same page.”

Bottom line

Delta’s partnership with Stravito is a testament to the power of data democratization. By making customer insights accessible to all, Delta fosters a culture of customer-centricity that drives innovation and operational excellence. This is not just about improving the flying experience; it’s about creating a more connected, informed, and empowered organization.

In the competitive airline industry, where customer loyalty is paramount, Delta has found a powerful wingman: data.

Image credit: iStockphoto/Sundry Photography