The targeted customers of the airline industry are chiefly characterized as consumers who basically depend on the services offered by the airline industry. The services offered to customers are essentially accumulated into: the capacity of the airline to effectively take them to the exact destination in a defined time, with an utmost quality of the service, in a method which is most convenient as well as safe, and at an affordable price. Any airline company which wants to remain competitive in the industry must make these considerations on their target customers. As well, such considerations are made by target customers when selecting on the available service providers in the airline industry. An airline company that makes such promises to its customers and fails to fulfill the promise cannot maintain its customers neither can it gain more potential customers. This paper highlights the universal service failures that airline companies commit as their offer services to their target customers.
The key failure points that the company must address to remain competitive in the industry
The first contact failure is that which relates to the pre-flight failures. These constitute issues like false advertising, misinformation on flight and fares, problems resulting reservations, flight overbooking, cancellation of flight or delay, and the diversion of the flights.
Some of the airline companies go an extra mile to create an exceptional facade of the service offered in very attractive advertisements that at times remain unbelievable. Equally, passing of wrong information to the customers is a common problem. This is common in the reservation outlets and eventually causes confusion to the company’s customers as well as potential customers.
Secondly, there are the in-flight failures. These failures include issues like poor customer service, bad attitude of cabin and ground staff, poor food quality, inefficient response to the failure of service as well as technical problems. Some of the airline companies simply commit the in-flight failures due to fact that they value excessively their pre-flight activities in which the clients pay for the services. They fail to give the required attention to the services immediately the payment is made. This eventually ends up in the company’s inability to maintain its customers as well as to woo them away from the competitors.
Thirdly, there are the failures in the company’s post flight activities. The common post flight failures are issues like lost luggage, uncouth attitude of airline’s ground staff and poor customer care or service. These develop to poor customer relationship. This stage is of importance due to the fact that what the customers experience at the stage will be fixed in their minds. Similarly, they are likely to share the bad experiences with colleagues which may tarnish the company’s brand position in the market.
Suggested improvements
For better performance, there is an urgent need to recover the service failure. At all times, the company must ensure that personnel providing the service act professionally and have exceptional professionalism in airline service provision. This would eventually recover the failures in service provision to customers.
Equally, a company can resort to provide alternative options that efficiently meet the requirements of customers. The company can as well offer the customers certain compensation for any inadequacies faced.
In addition, there is need for an efficient communication with the company’s customers. This is essential in providing feedback to the customers on certain issues of concern as well as in making clarifications for the issues raised concerning the service.
Lastly, the company can as well offer its sincere apologies to the customers for service failure. The management should be honest to the customers and sincerely apologize for any mishap in service provision in each and every stage. This of course should be instilled in the minds of customers.
How customers will benefit from the above mentioned improvements in the company services.
The improvements will essentially make customers to be aware of the exact situation. In particular, all the ambiguities and uncertainties will be eliminated. Sooner or later, the level of uncertainty is reduced. Similarly, the improvements will make customers feel the management’s sincerity while trying its level best to meet and surpass their requirements and expectations. Sincere apologies by the management are likely to make the customers comprehend the situation. Equally, the improvements are beneficial to customers due to the fact that they form the assurance to meeting fulfilling the needs of customers. Customers will thus notice the assurance that the company is trying to fulfill their needs. Also, there is the assurance that the customers are safe, together with their personal effects like luggage.
Brand positioning statement
The company’s positioning statement will be: Your Airline partner that offers an exceptional highest quality service which is responsive to customer’s needs in a way which is most efficient, timely, effective and safe.
Reference
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