September 01, 2025
IATA Offers Airline CX Training on Data and Insight Use
The airline industry continues to focus on digital CX metrics and using data-based insights but for large swathes of the market, there can be little internal formal knowledge about the benefits and use cases. The International Air Transport Association (IATA) has a new three-day course for CX managers, operators and strategic personnel to support their goals for happier passengers.
Running in November, the 3-day (9 hour), $1,525 (with discounts for members and developing nations) course provides advice on using customer insights to provide cost savings, continuous improvement, and targeted marketing through the design of seamless, efficient and personalized passenger experiences.
Learn Better Travel CX With IATA
The “Enhancing Customer Experience Through Data and Insights” course supports building a Voice of the Customer (VoC) program as part of a customer experience strategy. Using CX metrics such as Net Promoter Score (NPS), Customer Satisfaction (CSAT) or Customer Effort Score (CES) to measure and drive success toward becoming a customer-centric organization.
Lessons include helping travel air travel businesses :
- Identify the advantages and disadvantages of quantitative and qualitative customer data
- Define a customer ecosystem and assess the importance of emotions in a customer journey
- Evaluate different tools and research methods in order to establish your organizational and service KPI’s and targets
- Create a VoC program to gather data and prepare insights that can be communicated to organizational stakeholders
- Analyze and interpret key customer data and formulate it into actionable insights that drive business decisions
Not All Airlines and CX are Digital
As recently reported, some airlines and notably the air cargo segment are still heavily reliant on legacy systems, even paper-based forms. And when the technology goes down, most airlines are exposed to high scrutiny as they scramble to cope with long queues and delayed flights.
While back office staff need to master and move to the cutting edge of CX for a competitive advantage, air travel organisations also need to improve how their front-of-house staff can cope, and offer more than just sympathy, with the inevitable outages and frustration that passengers feel.
The FlightRight annual CS index survey notes passengers complaining about late compensation payments, struggling to get support and other issues still blighting their trips, no matter how smart the terminal or app experience.
