How Iberia is Revolutionizing Customer Experience with Real-Time Data and AI
In today’s rapidly evolving aviation landscape, customer experience has become a key differentiator for airlines. Leading the charge is Iberia Airlines, which is leveraging real-time data, AI, and digital innovation to enhance every aspect of the passenger journey. Insights shared by Gabriel Perdiguero de la Torre, Director of Customers and Business Transformation, and Ferrán García Rigau, Director of Data and CRM, highlight how Iberia is using these advanced tools to create a seamless and personalised experience for both customers and employees.
This type of forward-thinking approach to customer experience, driven by actionable feedback and cutting-edge technology, is exactly what our new review app aims to support. The aviation CX app by Triend and Sam Chui will empower airlines like Iberia to better capture, analyse, and act on real-time customer insights, reshaping how feedback is used to deliver exceptional service.
Iberia’s Data-Driven Transformation: A 360-Degree View
At the core of Iberia’s transformation is their “Iberia 360” platform, a comprehensive data ecosystem that integrates insights from across the organization. This system consolidates customer feedback, including 800 daily passenger surveys, and cross-references it with operational data to identify areas for improvement. According to Ferrán García Rigau, this approach allows Iberia to detect issues early and address them before they escalate, while also uncovering what makes a perfect flight experience.
This real-time, data-driven insight is exactly the type of feedback loop Triend’s app, developed in partnership with Sam Chui, is designed to enhance. Our app will provide airlines with a powerful platform to gather direct feedback from customers, analyze trends, and offer actionable insights, helping industry leaders make critical decisions in real-time. By leveraging this feedback, airlines can continually optimize services and enhance the passenger journey.
AI-Powered Personalization: Transforming Passenger Experience
AI plays a critical role in Iberia’s strategy to improve the passenger experience. With 29 AI models in place, Iberia uses artificial intelligence to customize everything from in-flight experiences to sustainable operations. For example, AI helps optimize seating arrangements to balance the plane’s weight, reducing fuel consumption while still accommodating customer preferences like seating families together or allowing business travelers to disembark quickly.
This level of customization and personalization is something we are deeply focused on at Triend. Our new dedicated aviation industry review app will help airlines harness AI to analyze customer feedback in real-time, providing insights that will allow them to refine the travel experience. Whether it’s through tailored seat recommendations, meal preferences, or more personalized customer service, airlines will be able to use the app’s insights to meet the unique needs of every traveler.
Real-Time Data: Improving Operations and Sustainability
Iberia’s commitment to using AI extends beyond customer-facing services. As Ferrán García Rigau explained, Iberia has focused on operational efficiency and sustainability, using AI to predict what resources are needed on each flight. This includes everything from optimizing food supplies to minimizing fuel usage, demonstrating how AI can enhance both the customer experience and sustainability efforts.
Similarly, Triend’s aviation app will help airlines manage operational challenges through real-time feedback. By capturing customer insights on elements like service delays, food quality, and cabin comfort, the app will enable airlines to make real-time adjustments, ensuring that every flight is as efficient and enjoyable as possible. This kind of feedback-driven innovation aligns with the future goals of the industry, where real-time data is crucial for making quick, informed decisions.
Innovation in Biometric Boarding: A Glimpse Into the Future
Another exciting area of innovation for Iberia is the use of biometric boarding, particularly on their high-traffic Madrid-Barcelona route. By leveraging facial recognition technology, Iberia has streamlined the boarding process, allowing passengers to board with just a scan of their face. While this technology still has room to grow, especially on long-haul flights, it offers a glimpse into the future of efficient, hassle-free air travel.
At Triend, we see technologies like biometric boarding as critical to the future of customer experience in aviation. Our platform will capture passenger feedback on these innovations, helping airlines fine-tune new technologies and improve adoption rates. By working closely with airline partners, our app will provide the data airlines need to ensure innovations like biometric boarding deliver the expected improvements in customer satisfaction.
Empowering Employees: A Holistic Approach to Experience Management
Iberia’s forward-thinking approach also extends to its employees. Gabriel Perdiguero de la Torre emphasized the importance of improving the work environment for Iberia’s staff through digitization. Iberia even measures employee Net Promoter Score (NPS) to ensure their teams are as satisfied and engaged as their customers. After all, a happy, well-equipped team is key to delivering excellent customer service.
This dual focus on both customers and employees is something the review app will also support. By capturing real-time feedback not only from passengers but also from frontline staff, airlines will be able to gain a holistic view of the travel experience. This will allow airlines to improve both customer-facing services and internal operations, empowering employees with the tools they need to deliver outstanding service.
The Future of Airline Feedback: Partnering with Triend and Sam Chui
As airlines like Iberia lead the charge in using AI and real-time data to enhance the customer experience, Triend and Sam Chui are committed to helping them go even further. Our new review app will provide airlines with a powerful, user-friendly platform to capture real-time feedback, analyse trends, and offer actionable insights that drive innovation.
Triend founder Matt Hairsnape and Sam Chui had the pleasure of meeting Martin Beita Head of Innovation, Design & Research at Iberia Airlines at The World Aviation Festival who discussed the importance and challenges of having the ability to gather verified data from both customers and employees utilising integrated technology, software and apps such as In-Moment, Qualtrics, and WhatsApp.
The app being launched by Triend and Sam Chui under a new joint venture will empower airlines and airports to continuously refine their services, ensuring a seamless, personalised experience for every traveler. As Iberia demonstrates, the future of aviation is all about real-time data and actionable insights—and Triend is excited to help the industry unlock this potential.
By working closely with industry leaders and innovators, we aim to reinvent how feedback and technology are used to improve not just the travel experience but also the operations and sustainability of airlines worldwide. Stay tuned as we continue to explore the future of aviation through technology, verified feedback, proof of humanity and innovation.
“Digitisation has to make the work of Iberia’s professionals easier, improve their experience as we do with our customers, and measure the Net Promoter Score (NPS) of the employees at the customer level, which we also do so for our customers. This is a cross-cutting change, and that’s one of the biggest challenges. At Iberia, 100 percent of the organisation is involved.” – Gabriel Perdiguero de la Torre, Director of Customers and Business Transformation
Sources: https://www.iberiaplusmagazine.iberia.com/en/articles/2018/1/inside-iberia-gabriel-perdiguero