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Transforming Customer Data into Actionable Insight (Classroom, 2 days)

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Customer experience is a key differentiator in any market, especially in air transportation. This course is designed for strategic managers of airlines who are looking to leverage customer insights to provide a seamless, efficient and personalized passenger experience.

Customer intelligence is a critical part of a company’s customer experience strategy. This enables companies to gain insight on the customer’s behavior and motivations for buying their products and services and continuously improving on and developing solutions that meet their customer’s needs and expectations. Through a robust research methodology and analysis such as Airs@t, which captures the complete travel experience across all customer touch-points and directly from the source - your passengers, you will learn how to measure your performance, key drivers of satisfaction and finally streamline your resources to focus on key improvement areas.

From reservation and check-in procedures to in-flight services and baggage delivery, gain an in-depth understanding of the competitive threats to your airline and the opportunities you have to improve passenger loyalty. This course also features practical recommendations that will boost your passengers’ satisfaction levels to greater heights!

This course is available at IATA Training Centers, Regional Training Partner locations, and on-demand as in-house training.

Course format

  • This classroom course provides 2 days (16 hours) of instruction delivered by an official IATA Instructor.
  • Student performance will be based on an assessment


  • There are no prerequisites for this course
  • Recommended level is Entry-level and Management
  • The recommended level of language proficiency is ICAO Operational Level 4 for courses in English or the equivalent level for other languages.

Next class

May 13 - May 14, 2019 - Switzerland, Geneva (IATA)
5 additional classes are scheduled. See all

What you will learn

Upon completing this course you will be able to:

  • Explain the role of customer intelligence / Voice of the Customer (VoC) initiatives in the context of your organization’s customer experience program
  • Describe the research methodology, channels and tools for measuring customer data
  • Establish KPIs, targets and in-process measures to monitor customer satisfaction levels
  • Conduct in-depth analysis of customer satisfaction data
  • Formulate and communicate recommendations to various business units that will feed into your customer experience strategy
  • Establish continuous improvement processes
  • Describe the latest trends in customer intelligence data and analytics

Course content

  • Introduction to the customer experience program and the importance of customer intelligence and analysis
  • Definition of KPIs, in-process measures and tracking through the use of scorecards
  • Identification of key drivers of both satisfaction and frustration from passengers
  • In-depth customer data analysis
  • Communicating insights effectively to relevant business units
  • Recommendations to enhance customer satisfaction
  • Leveraging on Big Data

Download the course outline


  • Simulation
  • Exercises
  • Presentations

Who should attend

This course is recommended for:

  • Customer insights managers
  • Strategic, operational and management staff at airlines

Certificate awarded

An IATA Certificate of Completion is awarded to participants obtaining a grade of 70% or higher on all exercises and exams. A special distinction is awarded to participants obtaining a grade of 90% or higher.

This course is a step toward earning an IATA Diploma in:

Additional information

About IATA Classroom Training
We train more than 10,000 aviation professionals annually through our global network of IATA Training Centers, Regional Training Partners, and in private in-house sessions. Our 300+ classroom courses are developed using IATA’s unique industry insight and delivered by IATA Instructors, experts in their fields. More

Further training
Graduates of this course can apply for the Harvard ManageMentor© (HMM) distance learning program at a special graduate price.

Subject areas

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