Project Description

Flight Centre – Customer Experience


Komosion has worked for more than three years a Strategic Consultant to Flight Centre helping the company transform from an agent of travel into a world class, customer centric retailer that much better understands its customers and their needs.

Our work has involved a full review and redesign of a wide range of its marketing and business operations, including its digital channels and in-store experience.

Our Approach

Komosion employed our Customer Experience Design methodology to understanding the needs of current and future customers. By putting ourselves in Flight Centre’s customers’ shoes we were able to understand their behaviour – from the moment they started dreaming about travel, through to booking, travelling and on-going engagement.


Komosion identified customer needs, their pleasure & pain points and through the process natural journey travel planning profiles emerged. We then identified a series of strategies for Flight Centre to assist customers through their journey and advised on appropriate communication channels and digital and other tools to enhance engagement.

A key recommendation involved the redesign of the organisation structure and the creation of six new senior executive roles to ensure that the organisation was fit for purpose to satisfy future and fast changing consumer needs

Customer interaction points including the call centre, website, social media channels and in-store were overhauled and clarity was given to the role of each channel in the customer’s decision-making process.

“I knew something wasn’t quite right and Komosion helped me define what that was. You very succinctly and systematically helped to nail down what those issues were. And then you helped us develop some actions. We would have been meandering around for ages … And you’re fun people to work with!!” Melanie Waters-Ryan, Global Chief Operating Officer, Flight Centre

How Flight Centre came to know and better serve its customers