Stravito helps Delta democratize insights and supercharge its research potential

Delta Air Lines, founded in 1925, is the oldest U.S. airline, and today, Delta is a major international carrier with over 100,000 employees, serving 190 million customers and operating over 4,000 flights daily.

Innovation has always been the core driver of Delta’s success. When Delta needed a way to effectively share research and insights across the enterprise, the company turned to Stravito.

The Stravito enterprise insights platform has enabled Delta to democratize its insights and maximize its research potential, improving the flying experience for customers and employees alike.

“It’s been a great collaboration and partnership, and it’s been amazing what we’ve been able to accomplish with Stravito so far,” said Tracy Watkins, CX insights innovation manager at Delta.

Delta invests heavily in primary research, including its post-flight survey to measure customer experiences as they fly on Delta, as well as ad-hoc research to collect consumer feedback in all aspects of travel—from trip planning to arrival. Delta’s goal was to find an effective way to get more value out of its massive amount of research.

“Like many large companies, one of our challenges is getting the right information to the right people at the right time. We needed an easy way for everyone at Delta to find the information we’ve already gathered about what our customers want and need, so we can make decisions with the customer experience at the forefront of what we do,” explained Watkins.

Stravito was able to give Delta an effective solution to their issue. Using Stravito’s AI-powered enterprise insights platform, Delta can store consumer and customer insights in one place. The Delta Insights Hub gives stakeholders at all levels access to crucial information instantly. Stravito has proven to be instrumental in guiding Delta’s future decisions in a customer-centric way.

Delta embarked on a three-phase plan to utilize the Stravito platform to socialize insights across the company.

Phase One involved creating a launch squad from the Delta Consumer Insights team to name their platform 'The Delta Insights Hub'. The team then analyzed user requirements to train the AI search filters and optimize the site. It concluded with a 'Megaupload Day Pizza Party' where researchers populated the platform with five years' worth of insights.

Phase Two was the soft launch. The Delta Insights Hub was deployed to the Customer Experience Design department. This team designs the entire customer experience, from onboard food to free Wi-Fi, in-flight entertainment, and how customers check in bags and navigate security.

In Phase Three, the Delta Insights Hub was rolled out throughout the company. Insights Hub links to relevant resources were incorporated whenever possible in meetings and presentations. Users received a Customer Feedback Video of the Week and weekly highlight emails. Team members made creative use of collections for onboarding, career development, and design inspiration. Kantar Monitor reports were integrated into the platform. User feedback and measured adoption and use metrics were gathered via an Insights Hub Survey.

Delta has been quick to realize the potential of its new information hub. By democratizing access to insights on traveler needs, preferences, stressors, and delighters, the platform has enabled the iterative application of the research findings throughout all facets of the company's operations, including how Delta approaches checked baggage, boarding processes, pre-flight communications, customer service, and service recovery.

Together with Stravito, Delta will be able to effectively share its collective knowledge and soar to even greater heights, according to the companies.

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