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The friendly skies have faced some turbulence recently. There have been some not so flattering customer service stories that have gone viral and those have shone a spotlight on what the airline industry is doing to improve their customer service policies. While these stories don’t mean the end of the airline industry, it would be foolish not to recognize the need to hit the ‘reset’ button as customer demands for excellent service grow.
In 2016, U.S. airlines carried 823 million passengers – 719 million domestically and 103.9 million internationally -- an all-time high number of passengers, according to the Bureau of Transportation Statistics. That’s a lot of people, all with different travel plans, schedules, deadlines and expectations about how they want to be treated as paying customers.
Long gone are the days when flying was a luxury. It’s now a necessity. So, how can the airline industry improve their customer service? Here are 4 ways they can do that:
With the constant changes in TSA rules and other policies coming to the surface, make sure your customers are aware that, A) these policies exist and B) how they might affect them.
Customers get annoyed, and rightfully so, when someone says “it’s our policy” without additional explanation. At times, it seems like a cop out. We’ve all been there. As an entrepreneur and keynote speaker, I’m constantly on a plane – about half a month, every month. I’ve been told to get off a plane because they gave my seat away. Did I like it? No. Not even a little, but I understand that airlines are within their right to do that. The detail here is, the majority of customers don’t know that.
Keeping customers appraised about these somewhat obscure policies and keeping them appraised of any changes is good customer service, no matter the industry. Not everyone will like the policies or the changes that come with today’s realities, but they’ll be more amenable if they know, and understand, these policies. Plus, it will help every staff member to be on the same page with each and every customer, causing the customer service engine run a lot smoother.
You’d think that if you’re in the customer service industry, you’d have a staff full of people who enjoy serving others. But, this is not the case sometimes. If your employees aren’t providing the kind of service customers deserve and expect, don’t be surprised if you’re not nominated for next year’s Customer Service Hall of Fame.
One reason that many organizations fail at customer service is the simple fact that they fail to hire staffers who actually want to serve. And that’s where a servant’s mentality comes in. In my book “Think Big, Act Bigger: The Rewards of Being Relentless,” I talk a bit about having a servant’s mentality, and how some people are passionate about serving others while some are not. For the most part, folks want to help and are able to put customers’ needs before their own. They’re able to genuinely ask the following questions:
• How can I help you?
• What can I help you with?
• What can I do?
They also don’t let time, ego, success, or any other myriad of excuses prevent them from doing their job. They’re able to pay attention to the people around them and remain thoughtful and genuine when they connect with others.
As a frequent business traveler, I spend a lot of time in airports and airplanes. I appreciate when an airline knows what I like and how I like it. However, this is not the case yet throughout the industry. Many businesses, especially retail, create customized experiences for every single customer. They give customers choices about the kind of experience they want – online and at the store. In the airline industry, this level of service is often reserved for business and first-class passengers only.
Airlines don’t need to provide every person on the plane with the same level of service. I don’t think anyone is expecting that, but have they asked the customers what they want? Your customers are often a business’s best option to gain valuable feedback. I did it when I was a Fortune 500 CMO. I went to the floor of a store that sold our merchandise to ask customers personally what they thought about products. Some of the things you might hear won’t be pretty, but take it for what it is – honest feedback. With the feedback at hand, take it back to the corporate team so they can figure out creative ways to give customers flexibility and options.
Social media plays a vital role in the image of a company and in creating a connection with the customer. Modern age technology allows individuals to connect with businesses and let them know directly what they like and don’t like. We live in a world dominated by social media and it has become a place where customers get to voice their opinions almost in real time. But, that’s not its only use. Social media should also be seen as an effective customer service tool.
Airlines are constantly attempting to sway customers to pick their business over their competitors’. They are quick to respond to customers who have questions or are stranded somewhere via social media. A good social media response can only increase brand loyalty because customers appreciate an actual human being talking to them. If they have a good experience, chances are they’ll tell their friends about it and that word of mouth will pack a punch the next time they have to book a flight. Bad experiences might get the most play on social media, but a good customer service experience becomes memorable – and for the right reasons.
The customer service industry is constantly evolving. Customers want more bang for their buck and want to be treated like kings and queens. Not doing so can only generate ill will and in an industry that’s all about customer service, this should never be a best practice for anyone. The airline industry built its reputation on people getting to ‘fly the friendly skies,’ isn’t it time the skies were friendly again?
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Jeffrey Hayzlett is the primetime television host of C-Suite with Jeffrey Hayzlett and Executive Perspectives LIVE on C-Suite TV and is the host of the award-winning All Business with Jeffrey Hayzlett on C-Suite Radio. Hayzlett is a global business celebrity, Hall of Fame speaker, best-selling author, and Chairman of C-Suite Network, home of the world’s most trusted network of C-Suite leaders.
