How personalisation enabled easyJet to reduce the cost of disruption & increase retention & revenue

Challenge

easyJet needed to shift from broad, traditional marketing to highly personalised, customer-centric engagement. With intensifying market pressures and rising customer expectations to consider, a more sophisticated approach became critical. The airline’s existing systems were incapable of unifying fragmented customer data, delivering real-time engagement or supporting advanced personalisation. To meet its ambitions, easyJet needed a modern ecosystem of partners capable of transforming their CRM, data foundations and engagement capabilities.  

Solution

easyJet partnered with CACI to lead a full CRM transformation, supported by an integrated partner landscape that included mParticle and Braze.  

CACI was the lead transformation partner, working in close collaboration with easyJet stakeholders to define and implement a Customer Data Platform (CDP). This included establishing robust data governance and automation frameworks for compliant, scalable use of customer data and enabling easyJet’s internal teams to manage, optimise and scale their new ecosystem.  

With mParticle, easyJet consolidated and unified data from various sources into a single customer view, such as online bookings, mobile apps, loyalty interactions and social media. This 360-degree view of each customer enhanced segmentation, improved behavioural understanding and preferences through lifetime value prediction and targeting and ensured adherence to data governance. 

Building on this, CACI designed segmentation and behavioural data models to enable personalised journeys. To bolster engagement, CACI also introduced a Customer Engagement Platform (CEP) powered by Braze. This allowed easyJet to deliver real-time, automated and personalised multichannel communications across email, SMS and the easyJet app. The solution was powered by automation, enabling the airline to scale its marketing efforts and lifecycle journeys without sacrificing personalisation. 

Results

The transformation revitalised easyJet’s marketing and customer engagement. With the CDP and CEP fully embedded, easyJet could deliver highly targeted, timely campaigns that strengthened loyalty and retention. Metrics like engagement rates, conversion rates and customer lifetime value saw substantial growth. The ability to provide personalised offers, real-time travel updates and tailored loyalty rewards deepened customer relationships, positioning the airline to thrive in a competitive market.  

CACI ensured a seamless transition to the new platforms, underpinned by robust data governance and integration to drive long-term growth. In recognition of this work, CACI was awarded the Transformation Partner of the Year award for its work with Braze and easyJet in September 2024. 
 
The success continued into 2025, with CACI earning two major honours and three projects shortlisted at the 2025 Engage Awards, the leading celebration of innovation and excellence in customer, employee, sales and marketing engagement. CACI’s work with easyJet’s communication ecosystem transformation received a Highly Commended in the Best Customer Centric Strategy Award, a testament to our commitment to solving complex organisational challenges and creating meaningful human experiences across both private and public sectors through strategy, data, inclusive design and technology expertise. 

CACI also won bronze at the BIMA Awards in the Travel & Leisure category for our collaborative transformation of easyJet’s customer communications strategy. Presented by the British Interactive Media Association (BIMA), the award recognised the delivery of a bold, scalable and customer-centric communications ecosystem. This work helped easyJet advance its ambition of becoming “Europe’s most loved airline” by redefining how it interacts with travellers across all marketing and service touchpoints, especially during instances of travel disruption.