Measurement takes place on an annual or biennial basis depending on the business unit or segment. It is a programme managed by the Amadeus Global Marketing Research team and delivered by an external consultancy.
Through its Customer Satisfaction Survey in 2011 and 2012 Amadeus gathered feedback from over 4,000 customers based in 41 markets (80% of its customer representation) obtaining a solid picture of its relationship with customers all over the globe.
The action planning process starts with regional workshops moderated by the research provider where all the stakeholders are present. The action planning is aligned with the business planning process for the following year and takes place at end of the third quarter and throughout the fourth quarter.
Depending on the business unit or segment, the process owners have either 6 or 18 months to put the plans into action. To ensure consistent execution of the action plans, a quarterly review takes place towards the end of every quarter. Customer satisfaction is also on the agenda of more frequent marketing and commercial teams’ meetings.
As a result of the customer satisfaction measurement in 2011 and 2012, a number of actions have been put in place at a market, regional and global level addressing areas for improvement identified by customers. The implementation of the action plans is sponsored by General Managers or Marketing Directors in the markets and senior management in the regional and central organisations.