Step 1: Defining the problem through the data analysis
The competitive advantage of Kiwi.com lies in combining flights of non-cooperating airlines in a single flight itinerary, which allows to reduce travel costs to a minimum. It provides travellers with an end-to-end itinerary and guarantees for the case of missed transfer between flights of non cooperating airlines. Kiwi.com is a fast-moving, digital-native company that has evolved into one of the fastest-growing startups in a matter of 5 years.
The speed of growth and geographical expansion has been the key focus for the management team and for the company. The management realised that while the company was meeting goals on the customer acquisition and growth, their retention numbers (i.e. numbers of customers with repeated bookings) were not as satisfactory.
This is where Colours of Data came in as the client did not understand the key drivers and inhibitors behind retention and required to draft an loyalty program to keep the existing customers coming back.