German flag carrier Lufthansa will start testing a brand-new service concept on two long-haul routes to the United States beginning in April, according to local aviation publication AeroTelegraph.
Going by the name Project FOX (which stands for Future Onboard Experience), Lufthansa has been looking at every aspect of its long-haul inflight product across all cabins from Economy Class, all the way through to First Class.
The concept is based on 150 different scenarios, and a huge team working on the extensive project has developed more than 250 prototypes, which encompass everything from food and drink to tableware, pillows, blankets, and other touchpoints, like amenity kits.
Around 2,000 customers have also been involved in the project, giving their feedback and ideas as Lufthansa looks to completely “rework” the onboard experience, according to Heiko Reitz, the airline’s chief customer officer.
Project FOX is Lufthansa’s ambitious attempt to turn around flagging customer satisfaction, which is measured by Net Promoter Score – a widely used metric throughout the airline industry to judge just how much passengers have enjoyed their experience and whether they are likely to recommend flying with an airline to their friends and family.
If you’ve ever received a survey asking you how likely you are to recommend a company on a scale of 1 to 10, then you have taken part in an NPS survey. The highest possible score is +100, while the lowest possible score is -100.
Someone who scores an airline 9 or 10 is considered a ‘promoter’, whereas someone who scores between 0 and 6 is regarded as a ‘detractor.’
To work out a Net Promoter Score, you work out the percentage of ‘promoters’ and subtract the percentage of ‘detractors.’ Anyone who scored 7 or 8 is excluded from the result.
According to some studies, the average NPS score for the airline industry ranges from +35 to +45. From 2023, however, Lufthansa has seen its NPS scores plummet, with the current NPS score sitting at a dismal +27.
Even minor improvements can have a significant impact on overall NPS, with on-time departures one of the most significant factors in deciding whether a passenger will end up being a Promoter or a Detractor.
The overall experience does, however, play a big part in swaying a passenger’s decision. For example, TAP Air Portugal reported that NPS scores went from a terrible -40 in 2016 to +56 after the airline started fitting out aircraft with WiFi and free streaming entertainment.
For Lufthansa, several years of constant cost-cutting have taken their toll, and now the airline is looking to make significant investments to turn the situation around.
What those improvements might look like is yet to be revealed by the airline, but Lufthansa Group airline SWISS might serve as a blueprint.
The carrier recently unveiled a new service concept for Economy and Premium Economy Class customers, including improved meals, redesigned tableware, additional snacks, and new pillows and blankets. The airline has also worked with a local body care brand to create new soaps and moisturizers.
SWISS is leaning into its country’s identity by adding a welcome aperitif and popular local drinks to its onboard range.
Just like SWISS, it’s expected that Lufthansa will first look at improving the Economy and Premium Economy experience,e with the first tests slated to start in April on flights from Munich to San Diego and San Francisco.
Other passengers will, however, have to wait a little longer, as the new service concept isn’t expected to be rolled out until 2026.
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