Air India: navigating the challenge of customer experience

Learning outcomes Upon completion of this case study, students will be able to describe the core tenets of customer experience, the customer journey and touchpoints; create customer journey maps incorporating emotional mapping; explain the importance of social media listening, response and service recovery; apply social media analytics in enhancing customer experience; apply the expectation–confirmation paradigm to explain customer satisfaction, dissatisfaction and intention to reuse; and analyse the implications of customer expectations and perceptions and evaluate the challenges of delivering customer experience excellence in a digitized and online world. Case overview/synopsis Air India embarked on a transformation journey under the Tata Group to compete and lead the dynamic aviation market in not only India but also globally. The market environment was upbeat with the launch of a new global brand identity, huge orders for new planes, technology integration and an enhanced customer experience promise. Despite visible positives and growth in market share, Air India faced significant challenges in delivering a consistent, frictionless experience and was falling short of meeting customer expectations. The airline continued to receive mixed feedback from customers, regulatory notices from DGCA (Directorate General of Civil Aviation), poor reviews on third-party websites and a lot of customer angst on social media. While the brand underwent a visual overhaul and introduced various customer-centric initiatives such as the use of AI for real-time customer support, branded uniforms, amenities and enhanced in-flight services, these efforts did not fully translate into improved customer satisfaction on ground. The challenge for Air India was balancing the long-term strategic objectives, focusing on growth and responding to the current customer experience. Complexity academic level This case is suitable for undergraduate/MBA and executive education students. Supplementary material Teaching notes are available for educators only. Subject code CSS8: Marketing.