Breeze Airways – Crafting the Guest Experience

Challenge:

In the ultra-competitive aviation space, Breeze Airways faced an overarching challenge: how to stand out by providing an unparalleled guest experience while maintaining brand consistency across all touchpoints. They aspired for a brand-rooted passenger experience that would not only define their market positioning but also inspire a design-led and customer-centric mindset across the company.

Approach:

Chameleon Collective’s distinct model was put into play to address Breeze Airways’ challenge. By embedding our expert Chameleons within Breeze’s infrastructure, we ensured that transformation was driven from within, offering sustainable solutions tailored to Breeze’s unique needs. The approach spanned across two of our core service lines: Lead and Deliver.

Lead:

Leading the charge, we recognized the nascent stage of Breeze Airways at the time of our engagement and the opportunity to improve their underdeveloped guest experience function. To bridge this critical gap, Chameleon Collective provided an interim team, becoming Breeze’s initial Guest Experience team. This dedicated team delved into primary guest and flight experience research, firmly establishing the foundation for the airline’s guest experience vision. With interactive sessions, co-creation methodologies, and market comparables research, we collaboratively charted out a compelling future journey for their passengers. More than just a consultancy role, our hands-on involvement was pivotal in defining Breeze Airways’ unique market position, ensuring they began their journey with a robust design-oriented, customer-centric perspective.

Deliver:

Chameleon Collective’s vast array of experts dived deep into a multifaceted delivery approach:

Design System –

Initiating a comprehensive review of Breeze’s existing creative assets, our team identified alignment opportunities and enhancements. Our experts established a robust design system encompassing rules, principles, color guidelines, typography scales, and voice and tone directives. Additionally, a new library for iconography was created, ensuring consistent visual communication.

Guest Experience Vision Rollout –

We systematically reviewed the guest experience delivery apparatus, laying out a rollout plan for the entire Breeze team. This endeavor involved devising collateral for training, executing the rollout plan, and enhancing performance measurement metrics, culminating in a uniquely differentiated guest experience.

Educational Content –

A holistic content strategy was devised, aligning with the guest journey’s priority interactions. We constructed a content calendar, supplemented by educational content and robust analytics setup, aiming to empower guests with knowledge and drive trust.

Digital UX & Conversion Audit –

Comprehensive research on user behavior using analytics, heatmaps, and qualitative feedback was undertaken, complemented by UX audits of guest-facing screens in order to optimize their booking funnel and mobile app. Actionable insights and recommendations were prioritized, charting a roadmap for implementation.

Breeze Creative and Design Capacity Support –

Brand guidelines were meticulously crafted, serving as a compass for Breeze’s marketing department. Our collaboration extended to creating diverse branded materials, from inflight resources to airport signage, ensuring consistent brand messaging.

Breeze Airways boosted brand clarity, improved NPS, and increased guest conversions.

Impact:

Chameleon Collective’s collaboration with Breeze Airways proved to be transformative. The airline emerged with a clarified brand identity and a holistic guest experience vision that resonated deeply with their target audience. Not only did we help establish a coherent and resonant brand voice, but our efforts also led to substantial improvements in the Net Promoter Score (NPS) and an evident reduction in both operational costs associated with guest inquiries and guest acquisition expenses. The airline saw a notable uptick in guest conversion rates, driven by increased clarity and trust, amplifying ancillary revenues. The brand truly soared, embodying our core mantra: Transform Business. With the newly implemented strategies, Breeze Airways is not only positioned to capture a larger market share but is also primed for sustained success.