Trends Report

United Airlines Drives Self-Service With Mobile

Use The IDEA Framework To Evolve Your Customer Experience

June 16th, 2014
Julie Ask, null
Julie Ask
With contributors:
Carrie Johnson , John Dalton , Laura Naparstek

Summary

Mobile can transform your customer experience. With the adoption of smartphones, customers expect immediate access to relevant information or services when they reach for their phones in what Forrester terms a mobile moment. Recognizing this opportunity, United Airlines used a robust redesign process that began with identifying passenger needs on the go, designing mobile services, re-architecting its operations, and finally utilizing analytics to improve the experience. Forrester refers to this process as the IDEA cycle. This case study illustrates how United used the IDEA cycle to drive real business value.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.