Monetising NPS to drive investment in CX: How monetising NPS helped LATAM Airlines take CX

André D’Abreu, Heitor Torres, Dana DiGregorio and Shane Baxendale

LATAM Airlines Group, an airline holding company, launched a three-stage research programme to provide insights into expected return from investment in CX.

The volatility of the airline business – navigating oil prices, the environment, exchange rates, etc. – makes CX investment decisions very challenging. Monetising NPS and creating a calculator to identify economic return enabled us to gain buy-in for US$4 million of CX improvements only a few weeks after implementation (such as more comfortable seating, tastier flight meals or more engaging in-flight entertainment). A series of interviews with key stakeholders helped create engagement with the project, and identified needs and challenges. The business needed a single framework that was consistent, simple and accurate.

By using a Voice of the Customer...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands