KPMG Nunwood

UK Customer Experience Excellence Analysis 2017


2017 UK Travel and Hotels

Emirates is the leading travel brand in the UK CEE analysis, with high scores across The Six Pillars. As an airline with its eyes fixed on its passengers’ needs, Emirates has performed particularly well in the areas of Expectations and Empathy where, in both cases, it performs 19 per cent higher than the industry average.

The airline’s success in the pillar of Empathy is, in part, due to the company’s willingness to evolve in-line with the desires of its customers. Emirates is acutely aware that, for some individuals, a flight on one of their aircraft is an event-based experience – it could be a once-in-a-lifetime journey to a particular destination, or it could mark the beginning of a honeymoon for a pair of newly-weds. For this reason, Emirates is ambitious in its vision; it intends to embrace the world of big data in order to create a customer experience that can be tailored to the individual, facilitating such innovations as tailored music and film playlists so that customers can enjoy their favourite forms of entertainment once airborne.

In-keeping with its desire to keep up with escalating expectations, Emirates is not afraid to dispense with long-established conventions, if they work for the betterment of the individual. The airline has a vision to abandon traditional transportation classes (such as first class and economy) so that passengers can, instead, pick the specific services they would like to receive. For example, a customer might purposely choose an economy seat, as they are flying during the day and do not need the lie down option, but they may also want a business class meal. Moving forward, their idea is to provide fewer restrictions and a greater number of options, whilst also keeping passengers educated on what the entirety of their travel experience will look like.

Emirates is also conscious of the restrictions that workplace ‘functions’ can present, slowing down the decision-making. However, with digital teams there can be a smaller number of people from a myriad of different departments, such as commercial, IT and HR, and this is a structure that Emirates is keen to emulate. Emirates is a brand that is listening to what its customers expect, and is not complacent in its mission to deliver.[1]


Company Profile

The Emirates story started in 1985 when we launched operations with just two aircraft. Today, we fly the world’s biggest fleets of Airbus A380s and Boeing 777s, offering our customers the comforts of the latest and most efficient wide-body aircraft in the skies.

We inspire travellers around the world with our growing network of worldwide destinations, industry leading in-flight entertainment, regionally inspired cuisine and world-class service. Read on to find out more











Time and Effort