Alternative Airlines

uses Insight Tags to transform their customer experience

Case Studies

Alternative Airlines is a specialist flight search website that offers a fast, easy and convenient way to book flights to both remote and well-known destinations

Working with over 600 airlines, they look beyond the mainstream carriers to offer passengers a greater choice of small, regional airlines from across the globe, including Latin America, Africa and South-East Asia. They also offer over 25 payment methods including PayPal and Klarna, accepting over 140 currencies.

The Challenge

Booking a flight can be daunting for holiday-makers, especially when faced with a selection of unfamiliar airlines to choose from. Alternative Airlines needed a way to prove to potential customers that they provide a trusted and reliable service, whilst also getting a deeper understanding into how customers felt about their customer experience.

“We were finding it challenging to measure the success of our customer service and the online booking experience. Although we had lots of positive feedback from our customers, both on the phone and over email, we needed a way to quantify this.”

“Using Feefo has given us a quantifiable way of measuring our customer service success based on the real experiences of our customers, in their own words. Being able to analyse data patterns and track trends using Insight Tags gives us very tangible insight into our customers’ minds and has been invaluable and highly informative for the business. We look forward to continuing to work closely with Feefo to track our progress and set new targets.”

Sophie Georgalakis, Partnerships and Marketing Communications Executive



increase in YoY online conversions

The Solution

Feefo’s Insight Tags lets Alternative Airlines tag, track and report on individual features that are being spoken about in their reviews.

Seeing an opportunity to get to the bottom of what features were having the biggest impact on the customer experience, they began tracking everything from “customer service” to “alternative payments”. For the first time Alternative Airlines were able to monitor, in detail, every element of their service based on the real opinions of 1000s of genuine customers.

“We now better understand the critical elements powering our users’ experience which is greatly helping us solidify our existing offer and explore new and exciting opportunities for our customers”

Segmenting their feedback has also made it easier to identify problem areas within the customer journey and solve these issues long before they escalate. This has been particularly useful for their customer service team, who have transformed their customer service strategy to better support their rapidly growing client base, built largely on the feedback received by their customers.

Because tagging is unlimited, Alternative Airlines continue to conduct weekly meetings and report regularly on their feedback, adding new tags and segmenting campaigns to help them get even greater insight.

“Recently, we’ve started to tag by booking location, and even set feedback reminders, which is helping us to optimise our review request send times and increase response rate even further.”

The Results

All this additional insight has helped Alternative Airlines develop an exceptional user experience that’s been built through the voice of their customers. The company has now been awarded Feefo’s Trusted Service award for 2017, 2018 and 2019, proving the quality of their platform to future travellers, and cementing trust in the brand and the niche airlines they help promote.

Their fantastic Feefo rating of 4.4 out of 5 from more than 2,000 reviews, is now proudly displayed across every page on their website using Feefo’s reviews integration. Prominently showing customer reviews on your website is a great way of increasing consumer confidence and has helped play a part in Alternative Airlines increasing online bookings by 117% year on year.

Having the tools to be able to listen and learn from the real opinions of their genuine customers is helping lay the foundations for future success. With annual revenue growth of 86% for 2018, Alternative Airlines continue to go from strength to strength!

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