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Posts tagged with Kenny Jacobs

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How a new focus on digital and customer experience is boosting Ryanair's profits

For many years Ryanair revelled in its reputation for being a brash, almost antagonistic airline.

However it is currently undergoing a major rebranding exercise as it seeks to refocus on the customer experience and adopt a friendlier image.

At the Festival of Marketing this morning Ryanair CMO Kenny Jacobs gave an outline of what the process had so far entailed and how it had already impacted the business.

Rebranding campaigns of this scale often take place when a business is on its last legs, so Ryanair is somewhat unique in that it is pivoting from a position of power.

As Europe’s largest airline, Ryanair flies more than 1,600 routes to 30 countries. 

Ryanair CMO Kenny Jacobs

Ryanair CMO: Digital is key for improving our customer experience

Ryanair is a unique brand. It managed to become one of Europe’s most-successful airlines despite a reputation for poor service that occasionally bordered on contempt for its own customers.

The ‘no frills’, challenger brand ethos became such an important part of Ryanair’s image and tone of voice that it ended up antagonising consumers as well as the competition.

But changing consumer expectations and mass adoption of digital technology means that Ryanair risks being left behind if it doesn’t change its ways, so new CMO Kenny Jacobs has been tasked with overhauling the customer experience and improving people’s perceptions of the brand.

The airline’s appeal comes from its low prices and massive choice of routes, so that has to remain intact if the business is to continue growing. Therefore Jacobs is focusing much of his efforts on improving the digital experience.