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Customer feedback case study: Norwegian

Mining structured and unstructured data for deep insights

about norwegian

Norwegian is the fourth largest low-cost airline in Europe. Its pioneering position as ‘low-cost, long-haul’ was a first in the airline world. The company grew rapidly in the 2000s, and in 2019, it carried 33 million passengers to 149 destinations on 5 continents.

1. The challenge

Norwegian had been gathering customer feedback using an in-house CRM platform for many years. In 2017, the company asked W5 to help deliver more value and direction from the almost overwhelming volume and variety of customer feedback being captured.

2.  How W5 helped

Partnering with the insights team we redesigned Norwegian’s Voice of the Customer (VoC) programme across 12 markets and 9 languages to take account of the current context and to ensure they were measuring what matters. We designed and mobilised a continuous reporting platform, democratising access to customer feedback in a way that met the needs and interest of the users.

In this customer feedback reporting platform, data is queryable by region, route, service, aircraft and passenger class. Text analytics is used to analyse hundreds of thousands of pieces of verbatim data and establish the key themes emerging from unstructured feedback, along with the emotive elements. Periodic deep dives are undertaken, marrying operational data as well as customer feedback to illuminate issues and provide direction.

3. Results of this customer feedback case study

The findings of this customer feedback case study were inspirational. Our analysis allowed us to identify the key features of interest for Norwegian passengers and identify the trigger topics for positive and negative sentiment.
The user-friendly and visually engaging dashboard allowed the global organisation to internalise the customer feedback, triggering initiatives to improve the inflight experience by region, route and aircraft. In 2019, Norwegian was named ‘World's Best Low-Cost Long-Haul Airline’ by Skytrax World Airline Awards and in 2020, the airline picked up a ‘Best Customer Service’ Freddie Award in Europe.

What Norwegian said about the project

“This customer feedback project realised a huge amount of value for the business, especially from verbatim that before this project essentially lay untouched and unused. The insights presented by W5 made clear for us what the issues are for passengers and what we needed to do and, importantly, have provided us with an easy-to-use platform that allows us to track progress on these and emerging issues in the future”

Siobhan Murphy
Global Brand Research Manager, Norwegian
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