Helping easyJet’s customer experience take flight

An interactive board game to help easyJet people deliver an improved customer experience


easyJet is Europe’s leading short-haul airline, operating more than 600 routes and employing 8,000 people, including 2,000 pilots and 4,500-plus cabin crew.

After launching its external customer promise – Generation easyJet – the company needed to reinvigorate its internal strategy.

easyJet’s huge growth had increased its cost base, operational complexity and process, threatening the customer experience – and with it, levels of satisfaction. easyJet needed a way to engage their people with their strategy and work better together at every touch point in the customer journey to improve the customer experience.

We spent time with easyJet employees to understand them, their teams, and how they could impact the drive for simplicity and lower costs in easy, practical terms.

We created an oversized board game to be played in teams, with employees navigating 
the board to hear about real-life customer scenarios before debating and discussing the best ways forward. By the end of the game, each colleague has had a chance to experience every stage of the easyJet customer journey to better understand the part they play.

Following the game’s roll-out, we created a digital version, making it easier update regularly and play across all easyJet sites.


91% of easyJet people thought the board game effectively helped them to understand the customer experience strategy – and 88% said they experienced how customers might feel when travelling with easyJet.

Our work helped easyJet scoop the following awards:

  • IoIC National Award of Excellence – ‘Innovative Use of Media’
  • UK Customer Experience ‘Employee Engagement – Values and Behaviours’ Award at the UK Customer Experience Awards
  • IoIC North & Central – ‘Best Single Campaign’


“Fantastic results that demonstrate the success of a brilliant campaign.”

Head of Internal Communications at easyJet

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