The airline industry is increasingly competitive, with rising fuel costs and new entrants. Cathay Pacific, to meet the demands of its customers and drive loyalty, wanted to bring customers closer to business decisions and gather deeper intelligence into their changing expectations.
Cathay Pacific launched an insight community, Cathay Insights, made up of more than 10,000 customers.
Just two weeks after the launch of Cathay Insights, the company successfully recruited 5,000 members; over the next two years, membership doubled. The insight community has an impressive 87 percent retention rate and 47 percent response rate. More importantly, Cathay Pacific discovered that having ongoing conversations not only improves customer collaboration with internal stakeholders, but provides a deeper diagnosis into business challenges.