Immfly CXO

Image via Immfly

Iberia Express was the first airline to launch Immfly’s wireless in-flight entertainment (IFE) and digital services platform. Newly released passenger satisfaction statistics, accrued over the past four years, show that the availability of the service on board has positively impacted the airline’s Net Promoter Score (NPS).

Iberia Express installed Immfly’s wireless IFE and digital services platform on its first aircraft in 2014, under the name Club Express Onboard (CXO). Adoption has continued since then, with the system now available on the Iberia Express’ entire fleet.

In 2016, Iberia Express began asking passengers who had used the CXO platform to complete an online survey after their flight, to verify platform use and report their overall satisfaction with the service on a scale of 1 to 10. From the beginning, a significant share of Iberia express passengers scored the platform positively; 31.6% gave the service at a score of 8 or higher, with the service receiving an overall Perceived Level of Quality (PLQ) of 5.4 out of 10.

One year later, the survey revealed growth in the number of “platform fans” – those passengers giving the service a score of 8 or higher – to 35.5%. The PLQ score also rose to 5.8 out of 10. By 2018, the survey pool had grown to include responses from over 10,000 passengers. The share of passengers rating the CXO platform 8 or higher rose to 44.5% and PLQ reached 6.1.

RELATED: Immfly Service Boosts easyJet Customer Satisfaction by 22%

“Passengers are very happy with the increased content available on the platform, and their customer scores reflect that improvement,” said Paloma Cabañas, head of Customer Experience and Inflight Services at Iberia Express. “As a consequence, they are spending an average of 50 minutes per flight on the platform, an increase from the previous 30 minutes. In particular, our customers love the selection of films and TV shows.”

Following joint efforts by Iberia Express and Immfly to continuously improve the platform, both usability and content metrics saw significant percentage-point (ppt) increases – as much as +15ppts in a single year – based on customer feedback,

Iberia Express also found that overall NPS of platform users is higher than for those passengers who don’t log into the CXO platform. Customers expressed positive qualitative feedback that flights seem shorter when they can enjoy a movie or keep up-to-date with daily news.

“​We are constantly seeking new ways to break ground and introduce new entertainment formats to improve passenger satisfaction. Just recently we have added the new Sports channel in Iberia Express which has been well-received by the platform’s users,” explained Julia Maruny, head of Content at Immfly.

In November 2018, easyJet revealed that availability of Immfly’s wireless IFE platform on board had improved customer satisfaction by 22%.