Case Study: Emirates Uses Customer Journey Maps To Keep The Brand On Course

Emirates is one of the world's fastest-growing airlines and positions itself as a lifestyle brand, setting high expectations for service quality in a competitive market. As Emirates expanded rapidly, adding thousands of employees yearly to its multicultural workforce, the airline faced a challenge to consistently meet or exceed customer expectations. Forrester identified Emirates' approach to using customer journey maps to plan customer experience improvements and train employees as a best practice.