WestJet + UserTesting

WestJet worked with UserTesting to analyze customer sentiment and conduct Live Conversation interviews to gather actionable insights from customers about what travel topics were important to customers, such as: 

- What questions people would ask

- Where in their travel journeys they would ask them

- How they'd ask those questions on internet-connected devices with voice-assistance

UserTesting enabled WestJet to obtain rich customer feedback from qualitative video insights, making it fast and easy to understand what questions travelers would likely ask a voice assistant and on what occasions, as well as uncover detailed nuances about how they would ask them on different platforms.

WestJet found that customers occasionally got inaccurate information from third parties about baggage fees, size restrictions, and other pre-flight information. So they added “Ask WestJet” to Alexa and Google, which increased accuracy and brand trust while decreasing complaints to customer service.

The insights also prompted WestJet to develop a new baggage-size calculator directly into Google Voice Assistant to ensure accurate, up-to-date fees and other baggage-related information.

With UserTesting, WestJet had a 144 percent increase in user tests in 2019 compared with the previous four years combined.