Why it matters

The customer experience serves as a uniquely powerful mode of consumer engagement, particularly in service sectors like the travel industry. Falling short of expectations, or failing to redress common pain points, can be extremely damaging to individual perceptions and exert wider reputational damage.


  • Finding ways to measure emotional and physiological responses to different elements of the customer experience is vital for marketers that truly want to understand consumers.
  • Tracking the pressure points facing employees is crucial to gaining a holistic perspective of the pressure points that arise in providing services.
  • Building short- and long-term innovation programs that eradicate customer pain points and build on favorable elements of the customer experience is an important task.

Delta Airlines transports 200 million people between more than 300 destinations worldwide a year.