Mind Mapping

Challenge and Selection

I have been working in the airline industry for almost 5 years in field of customer service. As the  industry is now interrupted by the pandemic, my company is now looking for a new way of  generating revenue by all departments, not only to overcome the hardship in the period but also for  having products and services which can deliver greater long-term customer journey to our  passengers.

Looking to customer feedback, I found that “Priority” is what is sometimes indeed required by other  group of passengers, not only for frequent fryers. To make sure that our new product can truly fulfil  the need of our passengers, I first categorise them into 4 major groups according to the record;  Leisure Traveller, Business Traveller, Homebound Traveller and Family Traveller. Then, further dig  down to their problems and uncovered needs in each touchpoint. Mind Mapping will be used to  quickly collect the information and find patterns of issues though and ethnographic interview, focus  group and workshop with the group representatives. Hopefully, a well-designed pre-paid Priority  Pass Package to each group will be the final outcome.

Application

The passengers will be requested to talk about the problems they had experienced from the  beginning of their journey as booking tickets for either themselves or their family to the baggage  service on arrival, note it down to post-its, and symbolise how they feel though emoji icons on the  journey mapping board. By interviewing, customer values will be also tracked by asking “why”  questions e.g why priority baggage will matter to you in family trips? Why you need to get to the  hotel early? as the answers would be later useful marketing communications and the package  design.

Insight and Approach

What we will attain from the the data collection would be the patterns of customer issues in each  touchpoint. Those pattern can fundamentally test some hypothesis such as “Will Priority Service be  needed by each group of passengers?”, “Homebound travellers are in need of Priority Baggage as  the business travellers?” Accordingly, a prototype of Priority Pass Package can be created for  further demand survey and product development. I found that the insight acquired would be really a  very first step for my customer service team to come up with a new product that can both tackle the  customer problem requesting temporary and unqualified priority and also be part of increasing  ancillary revenue to the company at the same time, from existing service with new way of thinking.

For the next-time approach, I found that it would be useful to also use Mind Mapping technique  with the frontline staff in each touchpoint to make a clearer whole picture of customer journey from  knowing the service provider side. Also, once the prototypes of each package have been created,  other techniques could also be used in the further experiment to test passenger demand such as  visualisation to communicate abstract privileges of the package to passengers, storytelling to narrate  the reason why the product has been created by focusing on passenger problems and the offered  solutions.


Mind Mapping Challenge and Selection I have been working in the airline industry for almost 5 years in field of customer service . As the industry is now interrupted by the pandemic , my company is now looking for a new way of generating revenue by all departments , not only to overcome the hardship in the period but also for having products and services which can deliver greater long - term customer journey to our passengers . Looking to customer feedback , I found that “ Priority ” is what is sometimes indeed required by other group of passengers , not only for frequent fryers . To make sure that our new product can truly fulfil the need of our passengers , I first categorise them into 4 major groups according to the record ; Leisure Traveller , Business Traveller , Homebound Traveller and Family Traveller . Then , further dig down to their problems and uncovered needs in each touchpoint . Mind Mapping will be used to quickly collect the information and find patterns of issues though and ethnographic interview , focus group and workshop with the group representatives . Hopefully , a well - designed pre - paid Priority Pass Package to each group will be the final outcome . Application The passengers will be requested to talk about the problems they had experienced from the beginning of their journey as booking tickets for either themselves or their family to the baggage service on arrival , note it down to post - its , and symbolise how they feel though emoji icons on the journey mapping board . By interviewing , customer values will be also tracked by asking “ why ” questions e.g why priority baggage will matter to you in family trips ? Why you need to get to the hotel early ? as the answers would be later useful marketing communications and the package design . Insight and Approach What we will attain from the the data collection would be the patterns of customer issues in each touchpoint . Those pattern can fundamentally test some hypothesis such as “ Will Priority Service be needed by each group of passengers ? ” , “ Homebound travellers are in need of Priority Baggage as the business travellers ? ” Accordingly , a prototype of Priority Pass Package can be created for further demand survey and product development . I found that the insight acquired would be really a very first step for my customer service team to come up with a new product that can both tackle the customer problem requesting temporary and unqualified priority and also be part of increasing ancillary revenue to the company at the same time , from existing service with new way of thinking . For the next - time approach , I found that it would be useful to also use Mind Mapping technique with the frontline staff in each touchpoint to make a clearer whole picture of customer journey from knowing the service provider side . Also , once the prototypes of each package have been created , other techniques could also be used in the further experiment to test passenger demand such as visualisation to communicate abstract privileges of the package to passengers , storytelling to narrate the reason why the product has been created by focusing on passenger problems and the offered solutions .