How SkyTeam made research part of the brand experience

Brian Carruthers

Consistently delivering on a major service promise is the sort of thing often monitored by mystery shopping, but that sort of research hadn’t worked for SkyTeam, an international alliance of 20 different airlines.

The idea of building research into the brand experience might be regarded as a tricky project for any brand. How much more so, then, for SkyTeam, an international alliance of 20 different airline companies.

"They all have different company cultures, they all have different business objectives and ways of working, they even have 20 different languages," according to Farrell Styers of InSites Consulting. "It's an enormous brute to get working together," he told the MRMW Europe conference (Berlin, November 2017).

If that wasn't enough of a challenge, there was also the delicate issue of how to embed research into one...

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