Airline Customer Experience Index: September 2017

About this report

Customer experience has become a key factor in any company’s success, and positive experiences with digital products across all industries have raised the bar of customer expectations. Not only are airlines competing against each other for travelers’ business; they’re also being held to standards of excellent digital and in-person customer experience set by innovative companies from other industries.

UserTesting completed a competitive benchmarking study comparing the desktop website user experiences (UX) of the top 10 airlines in the United States: Alaska, American, Delta, Frontier, Hawaiian, JetBlue, Southwest, Spirit, United, and Virgin America. Travelers evaluated the websites based on five factors—Ease of Use, Speed, Credibility, Aesthetics, and Delight—which UserTesting has identified as the key user experience attributes throughout 10 years of experience helping companies gain human insights to improve their digital products.

In this report, you’ll find:

  • How the 10 airlines measured up against each other
  • Which task was the most frustrating for travelers
  • What factors contribute to building trust in the minds of travelers

This report is for business, eCommerce, and digital product leaders with airlines.

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