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A global airline: Identifying an additional £35 million in revenue opportunity through customer insight

Faced with spiralling operational costs and an inability to differentiate their product in a fiercely competitive ‘me-too’ market, our client needed to find innovative ways to generate more revenue while decreasing their cost base. We identified these opportunities by delivering increased customer insight, which transformed this ‘gut-feel’, siloed business into a truly customer-centric organisation that makes effective, evidence-based decisions.

Using existing data assets to deliver maximum insight in a short space of time, we rapidly analysed the organisation’s customer base and built the single customer segmentation that would underpin the company’s strategic thinking. We then collated more sources of customer data into this single model than they had ever had access to before, and broke down business silos by engaging senior leaders with proof of the value of cross-functional decision making enabled by our customer insight. This meant that we were able to identify huge new revenue opportunities and – crucially – realise these opportunities by breaking down internal barriers and aligning efforts towards clear customer-focused goals.


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