The Successful Partnership of Iberia Express & Immfly: 5 Years Into the Partnership, We Crunch the ‘NPS’ Numbers

Barcelona, Spain | January 22, 2019– Iberia Express, the first partner to launch Immfly’s Inflight Entertainment (IFE) & Digital Services platform, has released statistics showing how the partnership has positively impacted its Net Promoter Score (NPS).

In 2014, Immfly’s IFE and Digital Services platform was installed on the first Iberia Express aircraft, and launched with the name Club Express Onboard (CXO). The system has since installed in the full Iberia Express fleet.

Users of the system complete an online survey after the flight. Results from the past three years have been analyzed to provide insights into how Immfly’s platform has influenced the evolution of passenger satisfaction.

In 2016, Iberia Express asked passengers a general question to verify platform use and overall satisfaction with Immfly’s IFE and Digital Services platform. From the beginning, a significant share of respondents, 31.6%, gave the platform a top three score (scoring the service an 8, 9, or 10 out of 10), with a Perceived Level of Quality (PLQ) of 5.4 out of 10.

In marketing-speak, passengers giving the CXO system a Top 3 score are described as platform “fans”. Within 12 months, 2017 survey results showed platform fans were on the increase, up to 35.5%, and PLQ scoring rose to 5.8. The survey was also expanded to include questions on usability and content.

By 2018, the survey grew to include responses from over 10,000 passengers, and the positive trend in the share of highly satisfied platform fans continued, with 44.5% now giving Immfly’s platform top marks and PLQ reaching 6.1. In addition, both usability and content metrics saw significant percentage-point increases with differences of up to +15ppts in a single year, following continuous improvement efforts in partnership with Iberia Express. Perhaps most interestingly, the overall NPS of platform users is higher than those who don’t log into the platform, which is reflected in their positive qualitative feedback that flights seem shorter when they can enjoy a movie or keep up-to-date with daily news.

“Passengers are very happy with the increased content available on the platform, and their customer scores reflect that improvement. As a consequence, they are spending an average of 50 minutes per flight on the platform, an increase from the previous 30 minutes. In particular, our customers love the selection of films and TV shows”, added Paloma Cabañas, Head of Customer Experience and Inflight Services in Iberia Express.

“Our vision has always been to enhance our reputation as a world-class entertainment and services partner which is recognised for its innovation, dynamism and ability to customise the IFE experience” explained Julia Maruny, Head of Content at Immfly. ” We are constantly seeking new ways to break ground and introduce new entertainment formats to improve passenger satisfaction. Just recently we have added the new Sports channel in Iberia Express which has been well-received by the platform’s users” .