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Unit 3P1- customer service in aviation.
The main question in this exercise is why effective customer service in aviation is so important?
So let’s just take KLM as a example for this. All the people that work for KLM forms a company image,
because how you act/ react to certain things will define the company. KLM is a big company so if one
employee is very bad that doesn’t mean the whole company is bad, but if every employee acts like
that than that does define the company. (something along the line like oh don’t go with that
company, because all their employees are mean, bad services or don’t know anything)
Not all passengers see every employee working, but there are a lot of employees that are seen
regularly. Cabin attendants, purser, by security, baggage or checking in/out and so forth. First
impressions are very important, because if you give very bad service to a passenger than that
passenger would remember that during their travel. Providing service can be done in various ways
with speed of service (how long passengers have to wait in line for checking in/out, baggage or with
security.), services or products (that are tangible like free drinks that can be given to make up for
something or something intangible an apology or showing empathy) and if information/ advice can
be given and how accurate the information/ advice is (if passengers don’t understand why they don’t
have discounts, where their flight is or why certain items aren’t allowed).
There are also other needs that a customer might have. They aspect for you to listen to their
complaints and problems and deal with those. Could be anything from wanting to sit next to each
other, uncomfortable seats, delayed flights, baggage loss/theft or meals on board. Employees need
to be prepared for each problem that might come in their path, but also adapting if something new
problem that hasn’t been known before. It’s important that complaints/ problems can be dealt with
even the most simple things, because that shows a company has trained their employees good and
with enough information to make a customer/passenger satisfied.
Now with the right training, education and experience (for every airline/company it’s different)
dealing with problems becomes a lot easier. Making it possible to meet customer’s expectations and
exceeding those expectations, as some people might say ‘’ going above and beyond’’. With all of
these customer services it creates a safe environment and a good flow for passengers. For
passengers knowing where they can go for questions or problems, but also that everything that could
be done is done.
On the most basic line employees are accountable for their actions that represents the company
within certain things. Not every company is perfect they don’t have to, but there is a big difference
with really bad or being perfect in every way.
,Unit 3
P2- customers and their expectations of customer service in the aviation industry
In this exercise I’ll be explaining with examples how customers form their expectations of customer
service on three different levels of aviation organisations: airports, airlines and within airports.
Airports
Subjective
When I think of customer and their expectation of customer service for airports I would think about
the things they offer, how easy it’s to find the airport, different airlines, diversity in traveling or the
help they offer to customers. Seeing this from a customer’s view if I was new to travelling I would
want to have a airport that is able to offer the things I want and help me if it’s needed. For example
Amsterdam airport offers many airlines, facilities, travel options to the airport, hotels and travel
destinations. Now I get that Amsterdam airport might be far for other customers, but considering the
things the airport offers it wouldn’t be the worse thing. That’s what is important for airports even for
the customers that travel two or more hours to the airport is trying to make it worth.
Media influences
This depends on how you see media influences as good or as bad. Someone could post a bad review
about an airport and that may effect other customers, but if other people were happy with the
service they got, that attracts customers. Not only people could have influences, but airports also.
Making a website on where it is, what they offer, what they don’t have and explaining why or
advertising some good deals to attract people. You could do this with pictures, video’s or just with
texts. Media travels fast so if a customer had a really bad experience and has prove of the things that
happened airports might have some difficulties with dealing that. The media spreads fast, because if
something out of the ordinary happened someone might spread that, than another might spread it
and so forth. That’s why airports need to be clear about certain things so that confrontations is
prevented.
Perceived standards
It also has to do with perceiving standards. Customers expect that their rational complaints are
handled and done something about it to improve for the customer self or for the next customer.
Airports that are as big as Amsterdam are always evolving and finding new ways to make their airport
one of the best airport there is. Even if it’s one complaint about one topic still customers expect that
their word is heard and the most important thing even if it isn’t. Not saying that one bad review
should change everything, but even looking at the review for a second would mean allot.
Previous experience
Customers that travel often want to go with a good experience as the last time. If they had a pleasant
travel and were satisfied customers often come back as it’s familiar and comfortable. Customers
might try sometimes something else, but if they liked something very much it’s most likely they
would come back. With any previous experiences customers might advice other people to go to a
certain airport, because they had a pleasant experience.
, Airlines
Subjective
A couple of the biggest airlines: KLM, TUI, emirates, Transavia and Lufthansa I know there are many
more, but then we would be here a while. These airlines are known for their services they offer and
the hospitality given to customers. It’s a advantage to be well known, but this might make it
sometimes hard as you have a high reputation of service and anything beneath would be bad.
Customers expect airlines to evolve every so often so that it doesn’t make certain activities boring or
simple. Many people want something that they could tell about or just enjoying it to the fullest.
Media influences
Within these days there are allot of airports, but don’t get me even started on airlines. There are so
many airlines that you could choose from. Now to make It a bit easier for customers to choose they
might have someone that recommends something or seen something online. Documents,
advertisements, video’s or internet reviews. It’s not very hard to find an airline and most airlines
have their own websites with more specific rules, things they offer, advices and other information’s.
costumers that travel allot might know the more bigger airlines, because if you can afford it you want
the best of the best. Other people that don’t travel often might want to go with airlines that are
cheaper and without all of the services except for the standard things. That doesn’t mean bigger
airlines are better it’s just most of the times customers travel more with a certain airline that has
thousands of good reviews than an airline where not as many people have flown with. Yes with more
good reviews comes more bad reviews.
Perceived standards
Customers want airlines to treat everyone very well, no discrimination, cheap flights, services on
board and steward/ stewardesses to be nice and helpful. It’s only logic that customers have
expectations from airlines, because flying high up in the air some customers might have some anxiety
flying for the first time or having flight fears. Doing everything that is possible reassures passengers
that they are in good hands. Making them want to fly again with the same airline. Some big
advantages is if you offer help wherever needed or just treating passengers the right way. Airlines
don’t have to go big even the smallest things might help. From a smile to calming passengers, going
against any discrimination or if a passengers just feels uncomfortable recognise that and help.
Previous experience
Having flown with an airline there is now the (invisible) pressure gone to have a good service. The
only thing what now is expected is that if they fly again with the same airline that the service is as
good or even with some improvements. From previous experiences people might want to share that
experience or if two friends had different airlines they might even compare.
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