The Challenge
1time Airline, an ambitious low-cost carrier, faced a critical challenge in a fiercely competitive aviation market. Despite strong commercial performance and regional expansion, the airline struggled with negative safety perceptions due to its older McDonnell Douglas aircraft fleet. In a price-sensitive market where differentiation was essential, 1time needed to shift focus from cost alone to building genuine customer loyalty and establishing a sustainable competitive advantage through superior customer experience.
Our Approach
MRM designed and implemented a comprehensive customer experience measurement and optimization program that went beyond traditional airline feedback systems. Our approach integrated direct customer insights with operational data to create a holistic view of the customer journey.
We developed an end-to-end measurement framework that captured customer feedback across every touchpoint—from initial reservations through airport experiences to in-flight service. By combining qualitative customer interviews with quantitative operational metrics, we created actionable intelligence that linked specific crew performance, routes, and service elements directly to customer satisfaction.
The solution included targeted staff training workshops informed by real customer feedback, establishing continuous improvement cycles that empowered frontline teams to deliver exceptional service consistently.
The Impact
The project delivered transformative business results:
- Historic recognition: 1time Airline became the first South African carrier to win five ACSA Feather Awards in a single year.
- Stronger loyalty: Customer retention and repeat bookings improved, driving sustainable market share growth in a cost-driven sector.
- Actionable insights: Leadership gained monthly visibility into department-level performance, enabling precise, data-driven interventions.
- Cultural shift: Staff at every touchpoint adopted a customer-first mindset, reinforced by regular CX training and ongoing measurement.
The program successfully repositioned 1time from a price-focused carrier to a customer-centric airline, overcoming safety perception challenges through demonstrated service excellence.
"Being the first airline to win five ACSA Feather Awards in one year wasn’t luck, it was the result of Resonancy’s ability to turn customer feedback into frontline action. That recognition validated our shift from a low-cost airline to a loyalty-driven brand."
Rodney James, CEO, 1time Airline
This transformation demonstrated how strategic customer experience measurement can become a powerful differentiator, turning operational challenges into competitive advantages through data-driven insights and continuous improvement.
