Delta is gathering more data from customers than ever in hopes of avoiding customer service problems and increasing customer satisfaction, its CFO says.
Delta's CFO was speaking at the CNBC At Work conference.Nicolas Economou | NurPhoto | Getty ImagesThe third-largest U.S. carrier is collecting more data than ever from customers in an effort to see what makes them keep coming back to the airline and what gives them travel jitters along the way, CFO Paul Jacobson said Tuesday at CNBC's @Work Human Capital + Finance Summit conference.
"We have all the data points from every step in your journey and we use that data," he said. "We're looking at a level of precision in the business that we've never looked at before, and a lot of that comes down to the psychology of the customer and understanding what each leg in the journey makes the customer feel like."
Through surveys and data on customer spending habits, Delta is courting higher-paying customers and is betting that travelers want more than the lowest fare. Delta's president, Glen Hauenstein, last week told analysts that the airline found through surveys that 60% of customers were choosing seats on factors other than the lowest fare.
"I think when you look back and say what was wrong with this industry 5 or 10 years ago is we all thought that it was a race to the bottom and that the only thing that mattered to consumers was having the lowest fare," Hauenstein said.of premium-class seats that it recently started breaking it out in quarterly results, also wants to know what irks travelers during their trips.
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