The sit back, relax, and enjoy the flight part is the least of any passenger’s worries. It is an excess of other setbacks that tends to be troublesome. The nightmare is everything else. Ticket prices that keep changing, visa requirements, fees for excess check-in bags, frequent delays, long queues, indignities of security and border controls, inadequate staffing at gates, and the constant scuffles at airports. Yes, he might be the king, but certainly not at the aircraft door.
Thereby, arrives the Service aspect as the value addition.
What is service.
Service is nursing. People come with problems and service personnel need to listen, understand, attend, and care. Fulfilling these basic requirements would create happy moments. In short, reassuring that the consumer receives what is expected.
Service entails an element of engagement. Through research, pundits believe that “one off” customer service will cease to exist and shall be all about consumer engagement; the art of buyers getting involved with your organization or business into the foreseeable future. Hence, relationship creation transforms into becoming the technique of providing a service. Therefore, to stay in contention in an ever-changing business scenario and in today’s context, creating a bond becomes inevitable.
Many industries tend to find their own unique avenues to create such long lasting connections. From an airline perspective, a cabin crew member's long interaction time with the customer, becomes an ideal tool to indulge in such affective business models.
As a traveler the following would be my opinion on the subject.
Essentials on how to engage customers -
Empathy – Understanding the customer’s point of view. Getting into the passengers’ shoes and looking at it from their perspective (but first, one must get out of one’s own shoes). If the passenger is angry, it might be due to a rigorous security check or a bad check-in experience. Avoid making it your problem and empathize with the individual. First try and offer a drink, and then inquire about the problem.
Emotions – People are constantly emotional. In an airline, passengers tend to travel for different reasons, but one is for sure; They always leave something behind. Could be a family member, a pet, a comfortable neighborhood or a memory, and that makes them emotional. Cabin crew should learn to align themselves with it ethically and realize their needs to the existing situation.
Expectations – Customers come with unlimited expectations. As a service deliverer, one must understand the scope of delivery that one possesses and make the customer understand limitations. Outline the boundaries clearly and precisely, such as regulatory requirements, safety aspects and service constraints. Thereby the customer is educated, and it becomes a necessity for him/her to abide by it. Do not give false promises.
Elegance – Finesse, charm, and meticulousness. Nothing should be omitted and nothing superfluous. Every action should carry attraction. Gracefully walking through an airport or the aircraft aisle also tends to have its resolve.
Conversation – Engage the customer to communicate. Eradicate any fears to initiate a dialogue. In most scenarios, a few positive words can solve many a problem and dissolve awkward situations.
Execution – The service giver should make every endeavor to achieve its promises and objectives. An airline would require committing to a safe journey to the customers’ preferred destination with the minimum of difficulties. All efforts should be made to fulfill its obligations.
Economics – To be financially viable and sustainable is the goal, and the services provided should be in line with its monetary value of delivery. The passenger also incurs a cost for the service expected. Hence, the service should be profitable for both parties and all stakeholders.
Experimentation – The world of customer service is constantly changing. Modern factors such as social media and online tools to measure and connect with customers are developing fast. Whilst keeping the core aspect intact, one must be open to innovation and new “out of the box” thinking. Services should be more solution oriented. A complaint from passengers should be used to solve future hindrances.
Managing – One must work with available resources. Number of people, equipment, environment, time etc. should be managed for the best outcomes. Identifying availability, prioritizing needs, motivating all personnel and goal setting are a few ways of mitigating situations.
Findings-
Airlines need to think strategically. Service features need to break away from maxims and build great consumer experiences into every facet of its business model. The days of generous giveaways to nullify the sins are old and compromised. Modern customers dislike dole-outs. In the current digital environment, the sins keep piling up and businesses need constant navigation for sustenance.
In conclusion, the cabin crew is the ideal tool to enhance experiences. Experiences are journeys and journeys shape long-lasting relationships. Relationships are forever and that gives the traveler a sense of belonging.
But, only through strategic engagement.
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