In Optimizing the Airline Passenger Experience, Patty Seybold gives an insightful look at the challenges that airlines face in delivering a great customer experience. As she talked about the tradeoffs that airlines need to make between customer delight, safety, and financial considerations, it started me thinking about what practically all passengers really want when they take a flight.
So what is it that all air travelers want? They want to arrive at their destination on-time, with no hassles, and have a pleasant, uneventful, experience. Note that the destination is the point, not the flight itself. When we talk about our trips in the future, we rarely focus on the actual travel unless there were unexpected difficulties. We talk about what we did once we got where we wanted to go, and we hope to be able to say, “The flight was fine,” and leave it at that. Although there may be a few passengers who actually look forward to the flying experience, for most of us, getting there is a necessary evil, not “half the fun,” as advertisers would have you believe.
Let’s look at what I consider to be the universal airline customer scenario, from flight planning to arrival at the final destination. We’ll look at the Moments of Truth (MoTs), or showstoppers, where everything can fall apart and ruin the experience. We’ll also look at what can mitigate the showstoppers — how airline customers determine that these MoTs have been avoided. Note that we will start with the assumption that the flight leaves as anticipated. The final MoT will deal with unexpected delays and situations.
Today, most people do their own research and booking of flights, typically online, rather than through a travel agent. What they are looking to do is:
Find a flight, ideally on a preferred airline (where they have a frequent flyer account), that gets them where they want to go, on a specific date, that arrives at an approximate time, and that is a reasonable cost. Here we present the MoTs for the things that might go wrong during this planning/booking cycle.
MoT: I Can’t Find a Flight the Meets My Criteria
What would mitigate this:
- At least one flight schedule arrives in time for me to get to my final destination (via ground transportation) on time. And it returns when I want to return.
- It’s either non-stop or it has easy connections (not less than 45 minutes, not more than 1 hour layover). I can choose layover cities based on congestion and size of airport (so it’s easier to get from gate to gate).
- It’s on my preferred (or one of my preferred) airline(s), so I can add to my frequent flyer miles.
- The price is reasonable (competitive with other airlines). Additionally, there is a discount for booking online (rather than a fee for booking on the telephone).
- Preferred seats are available. Window, aisle, exit row, extra leg room area, bulkhead (whichever I prefer).
MoT: I Can’t Easily Book the Flights
What would mitigate this:
- I am able to book online within 10 minutes of starting my research on the site.
- I can pay with frequent flyer miles within the same 10 minutes.
- I can reserve seats during booking.
- All upgrade options (business or first class, extra leg room, early boarding, etc.) are clearly presented and easy to choose in one step during the 10 minutes online.
- I can get a person on the phone to help with questions without paying a fee.
Airport Experience (Destination, Layover, Arrival)
MoT: The Airport Experience Is Unpleasant and Stressful
What would mitigate this:
- (Actually, a pre-airport experience:) I can preprint my boarding pass or send it to my mobile phone.
- Check-in lines are no longer than three people in front of me (e.g., there are plenty of working boarding pass kiosks).
- There are enough pleasant airline staff members at all desks to answer any questions. No staff member is rude! If I arrive early for a flight and there is an earlier flight with seats available, I may switch to that flight easily and with no extra fees.
- Checking bags is quick and easy. There is a line that takes no longer than 10 minutes. There is also expedited curb check in. The 1st bag is free to a reasonable weight limit. The longer the distance of the flight—e.g., international—the higher the weight limit.
- Security takes no longer than 20 minutes in line. The expedited security line (for preferred passengers or with an upgrade) is no longer than 10 minutes in line.
- There are enough bins at security to hold my stuff.
- Security personnel don’t rush me to put on my shoes and gather my belongings. There’s a place to sit down and pull myself together right outside the security area.
- There are places within the gate area to purchase food and beverages quickly—“grab and go” checkout.
- Preferred boarding is available and honored. So, as a preferred boarder, I can always find overhead bin space within two rows of my assigned seat.
- Connecting flights aren’t too far away from the landing gate: there are moving sidewalks, gate agents to help, and enough time to get to connection.
- Baggage claim locations are clearly marked with my flight info. My baggage arrives within 10 minutes of deplaning in good condition. No luggage is lost.
- Ground transportation is quickly available. Sufficient taxis on site to handle demand. Shuttles to rental car, remote parking lots, and hotels all arrive at least every 10 minutes.
MoT: The Flight Is Unpleasant
What would mitigate this:
- Free snacks and beverages are available. More substantial food/adult beverages are available for a fee.
- In flight entertainment is available: magazines, in-flight news and entertainment shows, movies, TV/radio stations, audio options. My (any!) headphones fit. Headphones are available for small fee. The entertainment system is working.
- The restrooms are clean and working.
- The flight attendants are pleasant and responsive.
- The seat belt sign is off for most of flight because it encounters no air turbulence.
- Announcements on the intercom system can be heard and understood (not too quiet, but not too loud; no static). Connecting gates are announced clearly. Luggage claim areas are announced clearly.
- Takeoff is on time. The flight takes off less than 30 minutes after leaving the gate.
- Passengers with tight connections are identified and attendants help them deplane first (after notifying all passengers that this will be happening and asking their assistance).
MoT: There Are Unexpected Delays and Stressful Incidents Before, During, and After the Flight
What would mitigate this:
- Arrive at destination in time. This means something different in each situation, but always means with enough time to arrive at my final destination (hotel, client’s office, relative’s house, etc.) at an appointed hour in my head (at hotel before room service closes, at client’s at least 10 minutes before meeting, etc.).
- Notify me of potential delays in advance via my preferred method (text message, phone call). If I’m told that my flight will be delayed two hours, don’t move up the departure before I get to the gate!
- If my flights are cancelled, contact me ASAP with rebooking already done, and let me easily change the rebooked flight or cancel the flight altogether with no fees if I want. Provide the reason for cancellation. The automatic rebooking is done on the most equivalent flight (departure/arrival time, class of service) regardless of airline. I’m given a phone number to call with changes or questions for no fee.
- I’m given credits for airport meals given if I’m delayed longer than three hours. Accommodations are provided if my cancelled flights require an overnight stay. Rebooking is on the earliest flight the next day unless I choose otherwise.
- No flights are “overbooked.” If I’ve paid for a seat, I get a seat.
- Any potential delays (to boarding, takeoff, arrival at airfield, or arrival at gate) are announced as soon as they are known to ground or flight crew.
- Delays at airport or while on board are explained! Passengers are told why the flight is delayed (flight crew hasn’t arrived, aircraft maintenance issue and estimated time for repair/replacement, weather and where the weather event is, any other reason). For any delays that will impact my connections, connecting flights are automatically rebooked, but I can easily change the rebooked flight or cancel the flight altogether with no fees (there are those times when, if you aren’t going to make an specific event, there no longer is a reason to travel, such as giving a speech at a conference or attending a wedding).
- All other situations, such as a passenger or security issue, are also explained! Customers should never be in the dark about what is happening.
The final two bullets might be the most important considerations of all! Yes, it is very frustrating when things don’t go as planned and flights are delayed or cancelled. But when you know exactly why and how long the delays are going to be—when you are as informed as the airline personnel—you usually find yourself acting more reasonably (which helps everyone), and you find hidden patience. You want to be part of the solution, not the problem (staying in the gate area if asked, taking your seats on the flight quickly, waiting until others with greater need get on or off the plane, etc.). Airlines need to treat customers as their employees would want to be treated, realizing that customers don’t typically know why things are happening. By letting them in on what’s going on, you form a deeper relationship with your customers, and things that are going wrong will, at least, not get worse. Hopefully, they will get better as everyone realizes they are all in the same boat, and that the airline is really doing its best to meet their needs.
Putting Customer Experience First Often Seems Impossible in a Complex Real World Setting
By Patricia B. Seybold, CEO & Sr. Consultant, Patricia Seybold Group, July 14, 2011
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