Hong Kong Express Airways Limited
Awards:
2021
Brief Company Introduction
Hong Kong Express Airways Limited, commonly known as HK Express, a Hong Kong based low-cost airline wholly owned subsidiary of the Cathay Pacific Group. After being transformed into a low-cost airline in 2013, our business has developed rapidly operating as a standalone airline using the LCC model. HK Express offers convenient and reliable point to point air travel for customers between GBA and Asia with the best value fares and operational efficiency. Operational safety is undoubtedly a key priority of the business, reflected in HK Express being awarded the “7-Star Safety Rating”, the highest ranking possible and recognized as one of the world’s top 10 safest low-cost airlines by airlineratings.com every year since 2015.Hong Kong is alive, restless and inimitable. Just like our home, we have never been content withstanding still, we have always sought to chart our own path. We challenged convention by bringing Hong Kong its only low-cost carrier. We encourage discovery by bringing people to destinations that few others serve. We’re on a mission to inspire the spirit of adventure in all. We describe and differentiate ourselves as a brand with the personalities of Authentic, Optimistic, Vibrant and Spontaneous.
Customer Experience Vision
Our vision is to offer the best low-cost experience Whether it is our reliable and seamless service or affordable tickets, we always put customers ease at first, and never stop improving. We look for ways to enable traveling, we fly to unique destinations between GBA and Asia and make the HK Express customer experience uplifting and simply full of joy.We have dedicated our efforts establishing customer-centric organization with all departments taking accountability for customer experiences, and to fully address customer experience at all touch points. Our key actions including improve insights on customer experience, enhance customer-centric dashboard which is easy-to-read so to provide timely customer insights across internal departments, customer journey mapping and pain points resolution, etc.
Customer Engagement Strategy
Instead of being a low-cost alternative, we strive to provide the best low-cost experience to our customers. In order to do this, we focus on operational excellence, continuously aiming to improve the experience to drive efficiencies, grow customer base and promote customer lifetime value. Disruptive innovation plays a key approach as well to foster new experiences that can deposit competition and create new sources of growth. All in all, we are focused on customer centricity, constant improvement and simplicity.Our holistic approach to customer experience considers the entire customer journey, across all channels and over time. To improve customer experience, we take a step by step approach to ensure we manage customer experience in the most efficient way possible. This includes identifying quick wins with experience fixes / adjustments; then progressing into experience enhancements and finally experience transformers with a longer-term aim that requires organizational integration and resource commitments. A customer experience audit and workshop were conducted early in our CX journey, which enabled the organizational to come together as a team to identify and plot CX pain points as well as solutions. The outcome was 30 plus pain points in 3 big areas: “Flight disruption communications”, “Customer service quality improvement” and “Check in, Boarding and Baggage”.
Being customer centric was the overlaying factor which ensures that everyone in the company always has the customers’ best interest at heart. It lays out the importance to put ourselves into customer perspectives and putting the Customer at the center of everything we do. This mindset forms a key part of our strategy, as we build and reinforce a customer centric culture within the company. For example, we have regular internal events to enhance the interaction between cabin crew and office staffs, which allows communication between front liners and different business units in delivering customer needs and first handed feedbacks.
Customer Engagement Channels
Currently, HK Express has various existing customer engagement channels which including Live Chat, WeChat, Email, Call Centre, etc. As part of our commitment to a multi-channel Customer Care, we have recently added official WhatsApp business account, as an additional solution on top of the existing communications channels. The new chat service offers our customers seamless, borderless access to the live support team via the WhatsApp.WeChat Mini App – another significant milestone which brings us closer to our GBA customers. Tailored for WeChat users in Chinese Mainland, the HK Express WeChat mini app includes a raft of features to ensure that every step of the journey is smooth and seamless. With its launch, customers can enjoy the main functionalities such as flight search, flight booking, ancillary add-on in booking flow, WeChat Pay integration, etc. Moreover, it offers local customers seamless payment experience and most importantly customers no longer need to download a separate App which they might not need to open or use frequently. In the near future, we are also looking to enable passengers to purchase flight products benefited by the partnerships with other modes of transportation companies connecting Hong Kong and other GBA cities.
The above forms a fraction of the Hk Express approach & plans towards customer experience, as we continue on our journey to improve our customers’ experience with the Hk Express brand.
