How Scandinavian Airlines Is Banking on Digital Platforms to Improve User Experience

Snorre Andresen, Head of Product and Development at Scandinavian Airlines (SAS), believes that the future of passenger experience improvement is to put passengers fully in control of their journey. SAS's customers, he tells us, "enjoy doing practical things themselves." He describes the basis of their strategy for passenger experience improvement as "maximizing and optimizing self-service products." Andresen indicates that 80% of the airline's customers opt for self-service. As Andresen explains, SAS begins by focusing on some very basic service requirements: allowing passengers to skip queues and eliminating non-value-adding customer touch points. To accomplish this, SAS have focused on enhancing their digital platforms. Massimo Pascotto, Head of Innovation and Digital Solutions for SAS, tells us that those digital platforms are focused around ensuring a smooth and responsive customer experience. Because 60% of the airline's bookings are done through travel agencies and 40%