Case Study

Onboard Experience

Transforming Onboard Service Across Global Airline Operations

TJM Aviation Consulting led a comprehensive transformation of the onboard service experience for a major international airline group, driving measurable improvements in customer satisfaction, crew performance, and service efficiency.

This multi-year initiative spanned new aircraft launches, evolving service models, and increasing pressure to balance premium experience with operational and environmental responsibility. Through a blend of strategy, trial management, data analysis, and hands-on training, we delivered results that elevated both brand and business outcomes.

The Challenge

Operating in a highly competitive market, the airline faced several strategic challenges:

  • Stagnant CSAT scores and inconsistent delivery across routes and fleets.

  • Fragmented service flows following aircraft configuration changes and staffing fluctuations.

  • Increased pressure to improve efficiency, reduce waste, and maintain premium brand positioning.

  • A need to prepare staff for evolving service protocols, including major aircraft entry-into-service (A350, A320neo).

Our Role

1. Designed and Delivered a New Onboard Service Strategy

  • Led the design and execution of service enhancements for new and existing fleets.

  • Embedded customer journey mapping and trial-based testing into the service development cycle.

  • Partnered with inflight retail and catering providers to align commercial outcomes with customer expectations.

  • Balanced premium service vision with practical crew delivery - across global hubs, leased aircraft, and charter variations.

2. Scaled Change Through Training, Tools, and Engagement

  • Directed training delivery for Cabin Crew annually - designing content, facilitating briefings, and measuring impact.

  • Developed service flows, briefing frameworks, and digital tools to support consistent onboard execution.

  • Achieved a high learner satisfaction rate and a reduction in up-skill time by modernising content and delivery methods.

3. Drove Results Through Insight & Innovation

  • Promoted the use of performance management systems to monitor CSAT in real time, identify pain points, and guide service refinements.

  • Created dynamic dashboards for leadership, securing executive buy-in and funding for premium experience trials.

  • Eliminated single-use plastics as part of service redesign - achieving ISO14001 targets while maintaining high-end delivery.

Results

  • CSAT Increase across long-haul and short-haul flights.

  • Operational readiness through enhanced training and performance coaching.

  • On-time entry-into-service with zero customer disruption.

  • Sustainability targets met without impact on experience

Why It Matters

This project is a defining example of how TJM Aviation Consulting blends strategy, data, and delivery to transform the onboard customer experience. From the first welcome onboard to final descent, we ensured every touchpoint worked - for customers, for crew, and for the bottom line.

If you’re facing service inconsistency, launching a new cabin product, or preparing for a fleet rollout, we know how to help you deliver experiences that perform.