Challenge
Facing the aftermath of the COVID-19 pandemic, compounded by challenges within the travel sector, WestJet encountered additional hurdles. Ownership and management changes, new competitors, strategic shifts into unfamiliar markets, and operational struggles created a complex landscape. Customer engagement began to decline, prompting WestJet to seek a strategic intervention from Apex.
"What we used to know about what our guests want and what our guest expectations are was no longer the same. We needed to level set, understand in today's world, what does travel look like, and what do our guests need from us?"
Process
In a swift and insightful analysis, Apex uncovered the root causes behind the declining customer engagement. This process not only clarified category table stakes but also identified actionable competitive opportunities. This marked the initiation of a transformative journey with Apex Insights, extending beyond the immediate focus on addressing challenges. Instead, it laid the groundwork for a comprehensive and strategic approach to elevate WestJet’s position in the competitive travel market. The collaboration with Apex became a pivotal turning point in WestJet’s trajectory, setting the stage for sustained growth and resilience amidst industry challenges.
Impact
As the partnership matured, the transformative impact on WestJet’s customer experience approach became evident. Apex’s insights facilitated quicker decision-making and a forward-looking approach, identifying customer segment-based revenue opportunities equal to 21% growth YoY. Apex’s role expanded into a Tech → Expertise → service program, solidifying its position as a top-tier partner in realizing revenue opportunities.
"If we want to start prioritizing what’s going to have the greatest impact, then Apex helps me understand both what has happened in the past, and how to influence the future.”
Extended Impact
Brand Positioning:
WestJet’s brand positioning underwent revitalization. While no longer the three-plane challenger brand of the past, the spirit persists. The stability in Apex results aligns with WestJet’s renewed brand identity and strategic direction.
Employee Opportunities:
Apex’s insights revealed employee opportunities linked to customer success, emphasizing equal opportunity hiring and experiences. This holistic approach underscores the comprehensive impact of the WestJet-Apex partnership on business metrics, organizational culture, and employee satisfaction.
