British Airways: Project Carousel
Stephen Gosnell, Jacquie Collins, Helen Bywater-Smith, Lauren Kayser, Alison Coles, Robert Kettrick, Susannah Palmer, Debra Walmsley and Glenys StokesIpsos MORI and British Airways
Summary
Project Carousel was undertaken by Ipsos MORI on behalf of British Airways to deliver a comprehensive understanding of customer experience, bringing to life the emotions customers experience and seek throughout the end-to-end journey. We dovetailed multiple methodologies to explore deep-seated emotional needs, and created a new technique - 'High Definition Journeys', which allowed us to capture interactions with customers at key journey points through appropriate technology (e.g. mobile apps on-board). Methodologies...