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Flevy Management Insights Case Study
Customer Experience Enhancement for Aerospace Manufacturer

There are countless scenarios that require Customer Experience. Fortune 500 companies typically bring on global consulting firms, like McKinsey, BCG, Bain, Deloitte, and Accenture, or boutique consulting firms specializing in Customer Experience to thoroughly analyze their unique business challenges and competitive situations. These firms provide strategic recommendations based on consulting frameworks, subject matter expertise, benchmark data, best practices, and other tools developed from past client work. Let us analyze the following scenario.

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Consider this scenario: The organization is a leading aerospace parts manufacturer that has been grappling with declining customer satisfaction scores and an increasing number of service complaints.

Despite having a robust product line and a significant market share, the company's after-sales service has not kept pace with rapid changes in customer expectations. As a result, the organization is facing challenges in customer retention and loyalty, impacting its long-term revenue potential and market position.

The initial assessment of the organization's Customer Experience (CX) challenges suggests that the root causes may include outdated service protocols, a lack of integration between customer feedback and operational improvements, as well as possible misalignment between CX strategies and the organization's overall business objectives. These hypotheses will guide the initial phase of the consulting engagement and will be refined as more data is collected and analyzed.


Improving Customer Experience is a complex endeavor that requires a structured and phased approach. The benefits of this methodology are manifold, including enhanced customer loyalty, increased revenue, and a stronger brand reputation.

  1. Diagnostic Assessment: We will start by conducting a thorough assessment of the current state of the CX. This includes mapping the customer journey, identifying pain points, and evaluating existing service standards. Key activities will involve stakeholder interviews, customer surveys, and service delivery analysis. The deliverable will be a comprehensive diagnostic report outlining the CX maturity level.
  2. Strategy Development: The next phase focuses on formulating a CX strategy that aligns with the organization's business goals. We will define key customer segments, establish service level objectives, and develop a CX vision. Potential insights might include identification of high-impact service improvements and opportunities for digital engagement. The deliverable will be a Strategic CX Plan.
  3. Process Optimization: Here we will redesign key service processes to enhance efficiency and effectiveness. Activities will include process mapping, bottleneck analysis, and the integration of customer feedback mechanisms. Common challenges may involve overcoming resistance to change and ensuring cross-functional alignment. The interim deliverable will be a set of Process Redesign Blueprints.
  4. Technology Enablement: The fourth phase involves leveraging technology to support the new CX strategy. This includes selecting and implementing CX management systems, data analytics tools, and customer relationship management (CRM) software. The key question is how to integrate these technologies seamlessly into existing workflows. The deliverable will be a Technology Implementation Roadmap.
  5. Change Management & Training: To ensure adoption, we will develop a Change Management plan and conduct training programs for employees. Key activities include communication planning, leadership alignment, and development of training materials. A common challenge is ensuring sustained behavior change. The deliverable will be a Change Management Toolkit.
  6. Performance Management: The final phase focuses on measuring the impact of CX improvements and making continuous adjustments. Key activities include defining KPIs, setting up a CX dashboard, and establishing a feedback loop for ongoing improvements. The deliverable will be a Performance Management Framework.

One anticipated question from the CEO might concern the alignment of the CX strategy with the organization's broader strategic objectives. It is essential that the CX initiatives are not siloed but integrated into the company's vision, driving towards Operational Excellence and customer-centricity. Another question may revolve around the scalability of the improvements. The CX strategy should be designed with scalability in mind, ensuring that enhancements can be rolled out across different regions and product lines. Lastly, the CEO will likely inquire about the ROI of the CX improvements. A robust Performance Management Framework will enable the tracking of key metrics, demonstrating the direct impact on customer retention and revenue growth.

The expected business outcomes after implementing the methodology include increased customer satisfaction scores, reduced service complaints, and improved customer loyalty. These improvements should lead to a 15-20% increase in customer retention rates, translating to measurable revenue growth. Another outcome is the establishment of a culture of continuous improvement, where customer feedback directly informs service enhancements.

Potential implementation challenges include resistance to change among employees, the complexity of integrating new technologies, and the need for ongoing leadership commitment. Overcoming these challenges will require a strong Change Management effort, clear communication, and visible support from top management.

Learn more about Operational Excellence Change Management Customer Experience

For effective implementation, take a look at these Customer Experience best practices:

Digital Transformation Strategy (145-slide PowerPoint deck)
Design Thinking (225-slide PowerPoint deck and supporting PDF)
Customer Journey Mapping (143-slide PowerPoint deck)
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Complete Guide to Customer-centric Design (CCD) (103-slide PowerPoint deck)
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Implementation KPIs

KPIS are crucial throughout the implementation process. They provide quantifiable checkpoints to validate the alignment of operational activities with our strategic goals, ensuring that execution is not just activity-driven, but results-oriented. Further, these KPIs act as early indicators of progress or deviation, enabling agile decision-making and course correction if needed.

Without data, you're just another person with an opinion.
     – W. Edwards Deming

  • Customer Satisfaction Score (CSS): to measure the perceived quality of service.
  • Net Promoter Score (NPS): to gauge customer loyalty and the likelihood of recommending the company.
  • First Contact Resolution (FCR): to assess the effectiveness of service delivery.
  • Customer Effort Score (CES): to evaluate the ease of customer interaction with the company.

For more KPIs, take a look at the Flevy KPI Library, one of the most comprehensive databases of KPIs available. Having a centralized library of KPIs saves you significant time and effort in researching and developing metrics, allowing you to focus more on analysis, implementation of strategies, and other more value-added activities.


  • Diagnostic Assessment Report (PDF)
  • Strategic CX Plan (PowerPoint)
  • Process Redesign Blueprints (Visio)
  • Technology Implementation Roadmap (Excel)
  • Change Management Toolkit (Word)
  • Performance Management Framework (PowerPoint)

Explore more Customer Experience deliverables

Case Studies

  • Boeing's Digital Transformation: Leveraging Big Data to Improve Customer Service
  • Rolls-Royce's TotalCare® program: Enhancing Customer Experience through Service Agreements

Explore additional related case studies

Additional Executive Insights

An effective CX strategy should go beyond mere customer service improvements; it should be an integral part of the organization's Strategic Planning. By adopting a customer-centric culture, aerospace firms can not only enhance their brand but also build stronger relationships with their customers, which is particularly critical in an industry where safety and reliability are paramount.

Another important insight is the role of digital technologies in transforming the CX. According to Gartner, 89% of businesses are expected to compete mainly on customer experience. Digital tools like AI, machine learning, and advanced analytics can provide a deeper understanding of customer needs and enable personalized service at scale.

Lastly, the value of robust data governance cannot be overstated in the context of CX initiatives. Clean, well-organized data is the foundation for actionable customer insights and the successful deployment of CX technologies. Firms that prioritize data governance are more likely to achieve a competitive advantage in the marketplace.

Learn more about Customer Service Strategic Planning Competitive Advantage

Understanding Customer Journey Complexity

Executives are often concerned about the complexity of the customer journey, especially within the aerospace sector where multiple touchpoints and long-term relationships are common. It’s crucial to understand that the customer journey in this industry extends far beyond the initial sale, encompassing ongoing maintenance, upgrades, and service interactions. To map this effectively, we'll employ advanced analytics that can handle the high dimensionality and interconnected nature of these touchpoints, offering a granular view of the customer experience.

Additionally, executives should note that this detailed journey mapping will allow us to identify not only the direct pain points but also the indirect influences on customer satisfaction. For instance, we might discover that delays in one area have cascading effects on other parts of the service chain. Addressing these systemic issues will be a key part of our CX strategy.

Learn more about Customer Satisfaction Customer Journey

Integrating Customer Feedback with Operational Improvements

Another concern for executives is how customer feedback is integrated into operational improvements. Our approach will involve establishing a real-time feedback loop where customer insights are rapidly channeled to relevant teams. This requires not only a cultural shift towards customer-centricity but also the implementation of agile methodologies that allow for quick iteration based on customer input.

For example, we will leverage tools such as sentiment analysis and feedback aggregation platforms to synthesize customer opinions and direct them to the appropriate departments. This ensures that the voice of the customer is not lost in corporate silos but is a driving force behind operational enhancements.

Learn more about Agile Voice of the Customer Customer Insight

Customer Experience Best Practices

To improve the effectiveness of implementation, we can leverage best practice documents in Customer Experience. These resources below were developed by management consulting firms and Customer Experience subject matter experts.

Scalability of CX Enhancements

Scalability is a critical concern for executives looking to ensure that CX improvements are not just one-off successes but can be applied across the organization. To address this, our CX strategy will be built with modularity and flexibility in mind. This means creating service improvements that can be adapted to different regions, product lines, and customer segments without extensive reengineering.

Furthermore, we will prioritize the development of scalable infrastructure, such as cloud-based CX platforms that can accommodate an increasing volume of customer interactions and data. These scalable solutions will allow the company to maintain a consistent level of service quality as it grows and evolves.

Alignment with Broader Strategic Objectives

Ensuring that the CX strategy aligns with the organization's broader strategic objectives is paramount. To achieve this, we will conduct alignment workshops with key stakeholders to map CX initiatives to the company's strategic goals. This will help in creating a CX vision that supports overarching objectives such as market expansion, innovation, and operational excellence.

The CX strategy will also be closely linked to the company's value proposition and brand identity. By doing so, we ensure that every customer interaction reinforces the company's market positioning and helps to build a differentiated brand that resonates with customers and stakeholders alike.

Learn more about Value Proposition

ROI of CX Improvements

When it comes to the return on investment (ROI) of CX improvements, executives are looking for clear metrics that demonstrate value. We will use a combination of financial and non-financial KPIs to track ROI. Financial KPIs will include metrics such as increased revenue from repeat sales, while non-financial KPIs will track customer satisfaction and loyalty.

According to Bain & Company, a 5% increase in customer retention can increase a company’s profitability by 75%. Therefore, we will focus on establishing a direct link between CX enhancements and customer retention rates, enabling us to quantify the financial impact of our initiatives.

Learn more about Customer Retention Return on Investment

Establishing a Culture of Continuous Improvement

A culture of continuous improvement is vital for sustaining the gains from CX initiatives. This involves creating mechanisms for ongoing customer feedback and ensuring that this feedback is systematically used to drive service enhancements. We will work with the organization to embed these practices into their standard operating procedures.

Moreover, we will establish CX as a key area of focus within the company's performance management system. This will include setting CX goals for teams and individuals and recognizing and rewarding behavior that contributes to better customer experiences. This recognition will reinforce the importance of customer-centric actions and encourage a company-wide commitment to CX excellence.

Learn more about Performance Management Continuous Improvement

Overcoming Implementation Challenges

Resistance to change among employees is a common implementation challenge. We will address this by engaging employees early in the process and involving them in the design of CX improvements. This participative approach not only mitigates resistance but also leverages the front-line insights of employees who are closest to the customers.

As for the integration of new technologies, we will adopt a phased implementation approach, allowing for adequate time for testing and learning. This will be complemented by comprehensive training programs and support structures to help employees adapt to new systems and processes. Leadership commitment will be secured through regular progress updates and by demonstrating quick wins that underscore the value of the CX initiatives.

Measuring the Impact of CX Improvements

Finally, executives will be interested in how the impact of CX improvements is measured. We will establish a set of KPIs that are aligned with the CX objectives and are capable of capturing the nuances of customer interactions. These KPIs will be tracked through a CX dashboard that provides real-time visibility into performance and enables data-driven decision-making.

Furthermore, the Performance Management Framework will include a process for regular reviews and recalibration of CX strategies based on performance data. This will ensure that the organization remains agile and responsive to changing customer needs and market dynamics. By closing the loop between measurement and strategy, we ensure that CX remains a dynamic and integral part of the organization’s operations.

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Key Findings and Results

Here is a summary of the key results of this case study:

  • Increased customer satisfaction scores by 18% within the first year post-implementation.
  • Reduced service complaints by 25% through enhanced service delivery processes and customer feedback integration.
  • Improved customer retention rates by 20%, translating to a significant increase in revenue.
  • Established a culture of continuous improvement, evidenced by a 30% increase in employee engagement in CX initiatives.
  • Implemented a scalable CX technology platform, leading to a 15% improvement in first contact resolution rates.
  • Aligned CX strategy with broader strategic objectives, resulting in more cohesive operational excellence and customer-centricity.

The initiative has been markedly successful, achieving significant improvements in customer satisfaction, retention, and service complaint reduction. The integration of customer feedback into operational improvements, coupled with the alignment of CX strategies with the organization's broader goals, has been pivotal. The establishment of a continuous improvement culture has not only enhanced customer experiences but also increased employee engagement in CX initiatives. However, the potential for even greater success was seen in areas like technology integration, where initial resistance and the learning curve impacted the speed of adoption. Alternative strategies, such as more intensive upfront training or phased technology rollouts, might have mitigated these challenges and enhanced outcomes.

For next steps, it is recommended to focus on further integrating advanced analytics and AI to personalize customer interactions and predict service needs. Expanding the CX strategy to encompass new market segments and geographies, based on the scalable solutions already implemented, will likely yield additional revenue growth. Continuous training and development programs for employees, aimed at reinforcing a customer-centric culture, will ensure the sustainability of these improvements. Lastly, a regular review of the CX strategy, in alignment with evolving customer expectations and technological advancements, will ensure that the organization remains at the forefront of customer experience excellence.

Source: Customer Experience Enhancement for Aerospace Manufacturer, Flevy Management Insights, 2024

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