Customer service in the airline industry is declining and doesn't show any signs of getting better. With a little “out of the box” thinking airlines could keep their customers happy without jeopardizing their profit margins.
A recent study from the University of Michigan indicates that Delta Airlines, United Airlines and AMR Corp's American Airlines ranked among the worst in customers service of all airlines. 20,000 people were asked to rank the customers service during their travels on a scale of 1-100. United Airline received a 56, Delta Airlines receive a 56 and American Airlines received a 60 indicating that service was poor.
Claes Fornell, the researcher from the University of Michigan stated, "The same problems that have pulled airline passenger satisfaction down the past few years - disenchanted employees, increasing fuel costs, bankruptcy, and now also record levels of lost, delayed, and damaged luggage.” Mr. Fornell feels that many of the airlines are continuing to slip.
Such poor customer service is more about the culture of the airlines than it is about their financial problems. When customers have to wait in long lines, have their flights canceled, are missing their luggage and are met with an unfriendly face it isn't likely they are going to be satisfied with their service. In the airline industry, because of high costs, it is the little things that count.
Increase Customer Service Training:
Teach stewardess and other personnel to treat their customers well. There is a difference between saying “no” and giving someone an option that is acceptable. Friendliness should always be considered.
Don't Skimp on the Peanuts:
When customers have to sit in cramped seats for 2-4 hours at a time it isn't much of a cost to offer an appropriate size drink and some peanuts. Let us say that the airlines paid 50 cents a person per flight for a small cup of juice which would cost a completely packed airplane $75. Now let us assume that you tripled that amount of money you were spending on snacks to $1.50 per person. It would generate a cost of only $225 per flight. That $225 is a good investment to keep your customers coming back.
In Flight Movies is a Blast:
In flight movies allow your customers, who aren't reading books or sleeping, a chance to relax. When customers are focused on their movie they aren't focused on your poor customer service. People forget about the rude stewardess, cramped seats and crying baby behind them when they have earplugs on.
Adjust Your Processes:
It doesn't take a brain scientist to figure out that this cart full of luggage should be placed on flight #1220. Mistakes happen because employees don't pay attention. It eludes most people as to the reasons why some people will receive their baggage while others won't even though they are on the same flight. The airlines should review all of their processes to ensure that luggage doesn't get lost in the transition. When it does get lost make some type of amends instead of shrugging your shoulders and saying “I don't know”.
Recruit the Right Employees:
Any business that wants to be successful must recruit the right employees. Good employees will lower your costs, increase efficiency, treat your customers well and make fewer mistakes. The better employees you hire the more likely things will run smoothly. Hiring better employees requires diligence in holding them to a standard of excellence and managing out those who don't hold that standard.
