Major UK airline uses customer intelligence to bolster sales conversion and stay ahead of the competition

Increase in sales conversion
Contact avoidance
Major UK airline uses customer intelligence to bolster sales conversion and stay ahead of the competition
Case study


The client is a leading airline headquartered in the UK, operating ?ights across all major cities globally. With a turnover of over £ 2.5 billion, it is supported by a workforce of over 8,000 employees.

Business challenge

The airline faced a major customer service conundrum. On the one hand, customer care costs were rising steadily. On the other, sales and customer satisfaction levels were plummeting. The airline therefore wanted to quickly identify the root cause of the problem and augment its revenue growth by improving e?ciency across its sales and customer service value chain. However, it did not have the expertise to identify the reasons driving poor sales and customer satisfaction.

After evaluating several vendors, the airline chose to partner with Firstsource, given its proven expertise in driving transformation through analytics.

Firstsource solution

Firstsource deployed First Customer Intelligence (FCI), an advanced analytics solution to measure customer sentiment, emotions and behaviour. The analysis revealed that:

  • Nearly a third of customers expressed negative emotions and dissatisfaction during interactions
  • 10% of customers reported website issues while booking tickets and viewing seat availability.
  • Customers experienced inconsistent experience due to several process bottlenecks.

Based on the ?ndings, the Firstsource team identi?ed the following opportunities to ensure a consistent experience across channels:

  • Process improvements such as enhanced deal pricing and optimised allocation of miles and tickets.
  • Website optimisation to improve transparency, and streamline the process of online booking and miles redemption.
  • Best practice adoption and agent coaching across critical processes such as:
    • Objection and complaint handling.
    • Customer query handling regarding competitor products and services.
    • Self-service promotion.
  • Deployment of self-help and self-service options for customers.

Business impact

The Firstsource solution helped the airline:

  • Identify opportunities to increase sales conversion by 10%.
  • Identify opportunities for 19% contact avoidance, leading to reduced customer care costs.
Increase in sales conversion
Contact avoidance

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Firstsource is a leading provider of customised Business Process Management (BPM) services. We specialise in helping clients stay ahead of the curve through transformational solutions in order to reimagine business processes and deliver increased efficiency, deeper insights and superior outcomes.

We are trusted brand custodians and long-term partners to 100+ leading brands with presence in the US, UK, Philippines and India. Our ‘rightshore’ delivery model offers solutions covering complete customer lifecycle across Healthcare, Telecommunications & Media and Banking, Financial Services & Insurance verticals.

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