CUSTOMER SUPPORT ON AIRLINE APPS 3Q19
Low-Cost Carriers vs. Full Service Carriers

When apps are the primary interface, how do customers seek support? How prominent are traditional call centers, chats, social networks? videc’s App in the Sky reviews Android apps of 22 low-cost carriers (LCCs) and 48 full-service carriers (FSCs) globally to see how many offered the different types of customer support to their users in 3Q19.

CALL CENTRE/ TELEPHONE SUPPORT

Up to 59% of the LCC apps analyzed listed call center support as against 75% of FSCs. However, both these numbers are relatively shallow considering most users would resort to calling the airlines first in case of problems, especially when they are in transit.

Low-Cost Carriers

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Full Service Carriers

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Base: 70 airlines | View Methodology

E-MAIL/ ONLINE FORM SUPPORT

Form-based support stood at 36% for LCC apps and 27% for traditional carriers in 3Q19. Form-based support is often time-consuming and is a slower resolution mode. A fundamental reason behind airlines offering this could be to document all grievances and feedback received from users.

Low-Cost Carriers

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Full Service Carriers

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Base: 70 airlines | View Methodology

SUPPORT VIA SOCIAL NETWORKING PLATFORMS

An astonishing 5% of LCCs studied in 3Q19 offered customer support through the social media platforms built into their apps. For FSCs, customer support via social networks rested at 10% during the same period.

Low-Cost Carriers

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Full Service Carriers

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Base: 70 airlines | View Methodology

IN-APP CHAT/ MESSAGING SUPPORT

Chatting has emerged as a major customer engagement tool on websites but this has not translated into an in-app feature. Airlines have been rather slow in integrating messaging platforms within their apps. Part of the reason could be integration issues itself, ultimately leading to a heavier app, apart from privacy issues. While 5% of LCCs offered an in-app chat tool in 3Q19, this was at 6 % for FSCs.

Low-Cost Carriers

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Full Service Carriers

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Base: 70 airlines | View Methodology

THIRD-PARTY CHAT/ MESSAGING SUPPORT

These are relatively early days for messaging services such as Facebook Messenger, WeChat or Line to roll out business profiles that could communicate with individual users. Few airline apps – 5% LCCs and just 4% FSCs – have such integrations in 3Q19. Expect more airlines to be onboarded as a business profile on these platforms, in-turn having a seamless multi-platform chat integration.

Low-Cost Carriers

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Full Service Carriers

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Base: 70 airlines | View Methodology


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