We’re delighted to announce that the collaborative transformation of easyJet’s customer communications strategy has been recognised with a prestigious BIMA Awards in its competitive Travel & Leisure category.
The bronze award – presented by the British Interactive Media Association (BIMA) in the UK’s longest-standing awards for innovation and impact in digital and tech – celebrates the delivery of a bold, scalable, customer-centric communications ecosystem. The work helping easyJet move closer to its vision of becoming “Europe’s most loved airline” by redefining how it interacts with travellers across all marketing and service touchpoints, especially during travel disruption scenarios.
“These best-of-breed tools will pave the way for real-time, customer-centric communications at easyJet, making us one step closer to “making it easy for our customers”, by delivering a unified view of the customer enabling the orchestration of marketing and service comms across numerous markets.” Senior Programme & Project Manager, easyJet
easyJet’s challenge: fragmented, inconsistent communications
Like many travel businesses, easyJet faced a common significant challenge: fragmented, siloed legacy systems, inconsistent, impersonal messaging and customer experiences, particularly around travel disruption scenarios – when uncontrollable factors like weather or delays impact passenger experience. All of which were impacting customer satisfaction and operational efficiency: the airline estimated poor disruption communication alone was responsible for £98 million in annual losses. To tackle all these issues, easyJet partnered with CACI to lead a transformation of its entire communications ecosystem.
Taking a system-wide approach through human-centred service design
CACI led a comprehensive, multi-stream service design programme, beginning with a full MarTech and strategy audit. This included 17 collaborative workshops with over 25 stakeholders across departments to identify key gaps in technology, data, and operations.
Leveraging these deep human and technical insights, we then undertook work around data strategy and architecture, marketing contact strategy for general campaign optimisation, disruption communication and customer journey mappings.
Activating a customer-centric strategy built on real-time data
Transforming strategy into operational value for easyJet was at the heart of our work. This saw us define scalable customer data foundations built on behavioural and demographic customer insights, and build a real-time, event-driven, personalised communications platform in a complex MarTech implementation that integrated more than 10 systems, enabled 200+ behavioural data points and migrated 40million-plus customer profiles.
With disruption communications a critical part of the wider transformation strategy, we also designed a new end-to-end customer journey blueprint for disrupted travellers and delivered a comprehensive toolkit containing more than 200 actionable recommendations, covering customer experience improvements from self-service and front-line tooling to service resolution capabilities like welfare and baggage handling.
Internal teams were also empowered and equipped to manage the new platforms and collaborate cross-functionally: positioning easyJet to lead the airline industry in disruption comms.
The results? Transformative, sustainable marketing and operational efficiency gains
The programme delivered immediate commercial success, validating CACI’s service design and scalable framework.
Clearer, more empathetic messaging during disruption, reduced refund requests, improved CSAT scores, and enhanced campaign performance — including a 21% increase in click-through rate and more than double the revenue per email during their major Winter Sale. This work helping easyJet build long-term trust and lead the category in customer-first disruption management.
The programme also empowered internal teams with better tools and strategies embedded into the scalable future-proof communications framework – resulting in a lighter operational and carbon footprint that helps meet easyJet’s corporate sustainability goals.
Ananya Sadera, Senior Vice President, Experience & Transformation at CACI, reflects on the BIMA Awards win for easyJet:
“This BIMA Award is a testament to the dedication of the CACI and easyJet teams. By aligning data, technology, and strategy, we have delivered a transformative communications ecosystem that not only drove exceptional marketing ROI and set a new standard for disruption communications in the airline industry.”
This award-winning programme shows what’s possible when service design, data, and technology come together. If you’re exploring a similar transformation or want to learn more about our collaborative approach, get in touch, we’d be happy to discuss how we can help you deliver meaningful impact.