Trends Report

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 25th, 2013
Jonathan Browne, null
Jonathan Browne
With contributors:
John Dalton , Carla O'Connor


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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