High value customer: desafios e perspectivas para a Latam

Abstract

This paper aims to analyze how an airline enterprise can remain competitive and sustainable in a rapidly changing market, which is under the influence of technological advances and with an increasingly conscious, demanding and equally changing consumer. Thus, it is firstly presented the understanding on the current profile of the high-value customer and the scenario in which it is inserted: who this passenger would be and what variants are considered at the decision making moment of choosing a transportation alternative, what does this individual pursue, what is his underlying expectation and what does repel him at the moment of purchase. Based on and alongside with these results embodying the Blue Ocean methodology, this study aims to broaden the spectrum of the high value customer in addition to corporate passengers, who are already at the heart of the market competition. It seeks to identify latent demand opportunities as well as to propose viable alternatives not only on how to earn but also on how to maintain customer loyalty. Finally, the survey concludes that for the customer segments evaluated, elderly, generation z, pet friendly, a first-time passenger and business passengers, the most important vectors of purchase are emotional, behavioral, followed by those of technological-wise. Based on this analysis, this work finally aims at setting the grounds for the value proposition of the airline company that may assure its longevity.