SkyTeam, one of the largest international airline alliances, launched a pilot customer centricity project for their key product - SkyPriority. The pilot project used an innovative approach designed to evoke a feeling of customer centricity through research. Following the pilot implementation, we looked back and found a positive impact on high value customers and SkyPriority managers. Customers felt they could better collaborate with SkyTeam, and more importantly, they felt more valued as customers when compared to people who did not take part in the program. Airline managers also had a positive perception of the project and reported improved implementation of the SkyPriority product.