Case Study: Avianca Airlines achieves stronger customer experience and merger success with Vision Critical

How a South American airline completed a successful merger by bringing customers on board

Avianca Airlines, the leading South American airline, faced major customer and marketing challenges after merging Avianca and Grupo TACA, which increased passengers by 33 percent and created the need to communicate brand changes to both loyal and new travelers. To manage this transition, Avianca worked with Vision Critical and its VIP Chat customer insight community to better understand how to engage customers and shape the new brand experience.

Vision Critical’s VIP Chat platform enabled Avianca Airlines to run two-way conversations with customers, identify key touchpoints for improvement, and gather feedback on initiatives like “Same Day Change.” The results included a 74 percent year-over-year profit increase, annual revenue reaching $4.6 billion, 70 percent usage of the elite change program, 95 percent customer satisfaction, and Avianca consistently ranking among the top two carriers for NPS in Latin America and the U.S.

Avianca Airlines

Mario Balladares

Marketing and Customer Experience Design Director, Avianca Airlines