Customer Service: Should the Airlines Go Back to Basics?
A
s the travel industry continues to increase levels
issues are beyond the control of the individual customer ser-
often forget about the human element involved
skills, incorrect implementation of the airline’s policies and
of customer service through technology we
with airline customer service. Due to current operational and economic issues affecting the airline industry, increasing the satisfaction of customer service has not been the primary
focus for all airlines. Such oversight, however, has caused a
the control of the customer service-training department for each airline.
While the travel industry has evolved over decades of
time, we all remember when airline travel was a privilege and
travel based upon price, which is easily found through com-
become frustrating to the traveling public. So, what should the
parative travel websites. As our country continues to thrive with online travel reservations, expedited and automatic
check-in for travel, and improved information reliability, it
an exciting means of transit. In recent years, such travel has airlines do to increase customer retention? Go back to basics in the training of customer service representatives.
The key to a strong return on the human investment is
leads us to question what the human return on investment
to hire customer service representatives who actually enjoy
becoming as non-existent as the paper airline ticket?
While this does take additional time in the recruiting process
is for face-to-face customer service. Is such a value quickly Providing customer service in an industry where the
customer has little control over their purchase is difficult, to say the least. Many upsetting incidents for the customer involve delays or incidents that are outside of the airline’s
working with and providing a service to the general public. to ensure that potential candidates are the correct fit for the
position, the alternative of costly turnover can be reduced while also increasing passenger satisfaction.
There have been many debates through the years regard-
control, such as weather or unexpected maintenance. We all
ing whether individuals are born with the skills to be an effec-
sengers we are quick to become upset when an airplane has a
with education and experience. Many of the same skills are
have automobiles that break down occasionally, but as pas-
Fall 2011
procedures, and poorly trained staff are most certainly within
domino effect of customer dissatisfaction and disloyalty to
a specific airline. Passengers are much more likely to reserve
maintenance issue just the same. Many of the aforementioned
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vice representative or airline. However, poor customer service
tive manager or leader or if these are traits that are learned also imperative to the customer service industry and are
Customer Care News
enhanced through various training initiatives. The following are key factors in training effective customer service representatives and ensuring that customer service maintains a high priority within the airline organization.
Customer service training and development
Annual and recurrent training promotes focus on the
airline’s policies and procedures, and increases the effective-
ness and performance of the employees. Customer service representatives need to be provided with the skills and knowledge to take ownership of the customer’s experience and
raise the level of satisfaction. Empowering customer service representatives through training and mentoring will provide them with skills for resolving difficult situations. Effective
training will include preparedness in handling demanding
situations and refining social skills for addressing difficult matters.
While it is essential to prepare customer service represen-
tatives for the incidents and issues that may arise, we must also train them for the positive aspects of their position. A warm welcome, a friendly smile, knowledge of the airline’s policies and procedures, and encouraging social skills can go a long way in diffusing a tense situation. Communication
Communication is critical in any industry. In the travel
Dr. Heather L. Strouse
While there are numerous factors that can increase the
industry, where passengers have little control over departing
performance of airline customer service, it ultimately depends
cation becomes even more critical. Passengers should be pro-
for the organizational culture in dealing with customer service
and arriving at their intended destination on time, communivided with accurate and up-to-date information when their
travel is affected or altered by maintenance, weather or other
delays. All departments within an airline organization should
be supported to optimum levels. Providing customer service
departments with critical knowledge and, more importantly, the ability to communicate such knowledge to passengers empowers effective task accomplishment.
Recognize and reinforce the right customer service
on whether the leaders of the airline set a positive direction and then in turn train their customer service representatives appropriately. If the leadership of the airline makes customer
service a priority, it will permeate throughout the organiza-
tion and be demonstrated through every interaction with the public. Creating a leadership culture that places customer ser-
vice at the forefront of the airline will in turn create positive customer service leadership through training, communication and reinforcing the right customer service. CCN
While excellent customer service may be an innate skill
Dr. Heather L. Strouse is an associate faculty member at Embry-
the correct management and training provided by the airline.
professional career has encompassed more than 10 years of
for some employees, it can also be learned and reinforced by Training initiatives, reinforcement by leadership and recognition for excellence can increase employees’ confidence and
their perceived value within the organization. When customer organization they are inherently more willing to go above and beyond for the passengers they serve.
www.customercarenews.com
experience in management and leadership positions as Assistant
Manager of Inflight Operations, Manager of Inflight Operations, Flight Operations Quality Assurance Auditor, Drug & Alcohol
Manager, and Manager of Emergency Planning & Response.
Fall 2011
service employees are confident and feel valued within the
Riddle Aeronautical University and Ashford University. Her
Strouse has presented at symposiums for the Federal Aviation Administration and the Regional Airline Association.
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