“Aviatrix conducted a bespoke customer insight programme looking at current and future needs of our passengers travelling on our Dover to Calais ferry service. The research considered how the food, beverage and retail offer were perceived by the different customer groups and how their needs varied by time of day and reason for travel. The research has been hugely beneficial to map the customer journey and understand the cultural dynamics of our passengers, identify the gaps in the current ferry experience and to ensure that we future proof ferry travel.
The research has impacted P&O as it has put the needs of the customer at the very centre of decision making for current and future ferry travel
Aviatrix’s hospitality background and market research expertise ensured that we got the very best out of this research programme and didn’t limit P&O to one research methodology. Their understanding and the clarity we now have on the different customer groups has proved invaluable. We wouldn’t have got the same level of service anywhere else in terms of their depth of understanding of the brief, the natural flair and understanding of our customers using P&O ferry services and the ability to take us on the journey that was the right path for the company. Aviatrix became an Integral arm to our department, it didn’t feel like working with a third party. It felt like working with a partner or a colleague – their intuitive approach meant that they were able to understand what we were looking for and translate it back in a way that we understood making it a perfect seamless process.
We have 100% trust in Aviatrix’s ability and they were brilliant and surpassed our expectations. This project has been the most insightful thing ever and the outputs are being used by our board as a new overarching strategy to create change in the business. Aviatrix has made the complicated simple, relevant and powerful for us to direct the business.”
Michaela Mullen, Head of Customer Experience and Becky Payton, Programme Director