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In May 2013, Avianca Airlines, the second largest airline in Latin America by revenue, became the unified commercial brand of two leading Latin American airlines, Avianca and TACA. The merger boosted passenger base to 24.3 million each year—an increase of 33 percent.

“Mergers can be complex and can give you new challenges,” shares Mario Balladares, marketing and customer experience design director at Avianca Airlines. “You don’t know for sure whether your customers will receive those changes in a positive way.”

Avianca’s merger is the focus of our latest customer story. As you can see in the video below, it’s a story that demonstrates the importance of listening to your customers during a time of big business change.

Following the merger, one of Avianca’s biggest challenges was fusing two different customer experiences into a single brand message. By turning to its insight community of thousands of fliers called VIP Chat for feedback, Avianca was able to make significant decisions on new uniform colors, in-flight food options, magazine branding and more.

Navigating a big change such as a merger can be turbulent. However, as Avianca demonstrates, by having customers on your side, you know you’re not flying blind.

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Kelvin Claveria

Kelvin Claveria was the former Content Marketing Manager and was responsible for Vision Critical's blog and social media marketing program. Before joining Vision Critical's global marketing team, Kelvin worked at Dunn PR, a Vancouver-based public relations firm. His experience includes working with lifestyle, real estate, and non-profit clients to develop social media marketing and PR strategies. Kelvin has a Bachelor of Business Administration from SFU's Beedie School of Business.
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