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For Customer Experience Professionals

Case Study: Emirates Uses Customer Journey Maps To Keep The Brand On Course

Journey Mapping Enables A Diverse Global Airline To Lift Quality Of Service While Growing Rapidly

March 25, 2013

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  • By Jonathan Browne
  • with John Dalton,
  • Carla O'Connor

Why Read This Report

Emirates is one of the world's fastest-growing airlines and positions itself as a lifestyle brand, setting high expectations for service quality in a competitive market. As Emirates expanded rapidly, adding thousands of employees yearly to its multicultural workforce, the airline faced a challenge to consistently meet or exceed customer expectations. Forrester identified Emirates' approach to using customer journey maps to plan customer experience improvements and train employees as a best practice.

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