How airlines can clean up their act

Eric Schiffer, chairman of Reputation Management Consultants, believes airlines are missing a trick when it comes to customer service. Here, he explains why…

Billions of pounds a year are spent by consumers on air travel, so it should ensure a comfortable experience, right? Anyone who has experienced flying in a middle seat, or gone through airport security screenings knows this is far from the case. On the internet, perception is reality. Many airlines are either ignoring the internet, or not getting the right advice on how to capitalise on it. There is an opportunity available to the first airline to capitalise on online reputation management, the online equivalent of a mixture of branding and public relations.

Here’s how airlines can start improving their reputation today and prevent travellers from avoiding the airport altogether. First, all travellers notice are the exorbitant fees. Taxes, fees, and baggage and fuel surcharges are all steadily increasing, while amenities are disappearing. Over the past decade passengers have witnessed the disappearance of in-flight meals, complimentary movies, blankets and pillows, and now some airlines even charge extra for aisle and window seats. All of this leaves travellers with the impression that airlines value revenues above quality service and customer satisfaction.

Airlines need to proactively interact with their customers online, providing incentives for positive interaction and feedback. This has the potential to increase business without affecting the bottom line.

With how little we’re used to receiving from airlines, the offer of a free checked bag would be akin to winning the lottery. What if an airline were to reward their customers with a free checked bag in exchange for downloading their official app? This would increase downloads of the app (and, of course, ad revenues), drive in new customers, and reward repeat customers who will be happy to (finally) receive a token of gratitude for their years of loyalty. This app could improve their data collection process, as it could inform travellers before, during, and after their flight.

The second major airline reputation issue involves the customer service employees who are commonly referred to as colorful, four-letter names that cannot be printed in this forum.

Travellers are stressed out. Flying out of an airport means you are under a strict time deadline, carrying valuables, and dreading having authorities take X-rays of your naked body before they scour through your unmentionables, all while frantically searching for family and friends. At least one leg of your trip will depart from an unfamiliar airport. All this adds up to confusion and anger.

Airline employees are underpaid and overworked, leading to long customer service lines and the perception that they are rude. Telephone customer service is equally challenged, featuring all the same long wait times for an unhelpful computerised automated system.

With more and more flyers carrying smart phones and tablets, the airlines are in a prime position to positively impact their customers’ experiences while simultaneously improving their reputation. What if their app also includes the ability to assist passengers through their flight experience? It could integrate a QR code reader that pinpoints where the passenger is while directing them to the next step in the process (check-in, security, restaurants, the gate, baggage claim, etc.). Future flight rewards could be earned by sharing positive feedback on the app, which could be promoted on social media.

Improving the reputation of the airline industry all relies on a bit of effort on the part of airlines. Right now they are colluding to offer customers fewer perks for more money. The problem is in how to treat hundreds of thousands of daily travellers like each is unique and important.

Technology can make all of this possible, saving man-hours by removing monotonous, assembly-line functions from employees’ to-do lists, allowing them to focus on improving human interactions instead. The carrot on the end of the stick is there for the airline that chooses to distance itself from the pack. Whether that happens remains to be seen."