Phy-gital Roundtable: Breakfast Roundup from Germany and Netherlands

02 May '15 | Debjyoti Paul

German Shoppers: Meet Them in the Fast Lane to Phy-gital

15 January '15 | Ralf Reich

Shoppers Will Share Personal Information (But They Don’t Want to be “Friends”)

15 January '15 | Anil Venkat

Modernize or Perish: Property and Casualty Insurers and IT Solutions

14 January '15 | Manesh Rajendran

Benelux Reaches the Phy-gital Tipping Point: Omnichannel Readiness is Crucial

13 January '15 | Anil Gandharve

The New Omnichannel Dynamic: Finding Core Principles Across Industries

13 January '15 | Debjyoti Paul

Technology does not disrupt business – CIO day 2014 Roundup

02 December '14 | Anshuman Singh

Apple Pay – The Best Is Yet To Come

02 December '14 | Indy Sawhney

Digital transformation is a business transformation enabled by technology

01 December '14 | Amit Varma

3 Stages of FATCA Testing and Quality Assurance

06 October '14 | Raman Suprajarama

3 Reasons why Apple Pay could dominate the payments space

18 September '14 | Gaurav Johri

Beacon of Hope: Serving Growth and Customer Satisfaction

05 August '14 | Debjyoti Paul

The Dos and Don’ts of Emerging Technologies Like iBeacon

30 July '14 | Debjyoti Paul

What You Sold Us On – eCommerce Award Finalist Selections

17 July '14 | Anshuman Singh

3 Steps to Getting Started with Microsoft Azure Cloud Services

04 June '14 | Koushik Ramani

8 Steps to Building a Successful Self Service Portal

03 June '14 | Giridhar LV

Innovation outsourced – a myth or a mirage or a truth staring at us?

13 January '14 | Ramesh Hosahalli

What does a mobile user want?

03 January '14 | Gopikrishna Aravindan

Airline Customer Journey

Posted on: 01 March '12

“When the moments of truth go unmanaged, the quality of service regresses to mediocrity.
Karl Albrecht / Ron Zemke

Apart from American Airlines, most of the other airlines here in the US have reported profits for this past quarter. The race is on for airlines to win and retain each and every customer. This means that airlines need to cater to their customer needs and wants, and at the same time understand how their competitors are wooing their customers. Stickiness with the airline customers is even more important now. It’s an often repeated lie, “airline service is a commodity to consumers.” Airlines can no longer behave as a mere commodity. A big part of stickiness with the customer is the experience the customer obtains within the various touch points along the customer journey.

Airlines need to see the journey through the eyes of the customers. Countless books and research articles have been written about customer interaction. Many airlines have even gone as far as identifying all the touch points. But, very few have implemented a unified customer experience. Each touch point might just as well belong to any other airline; there is no uniformity or point of view. This points to one very important fact-Many airlines are yet to map out the customer journey as a customer retention strategy. Airlines have an opportunity to reach to their customers and provide them with an experience that matters, is relevant and makes a difference.

Each customer has a story to tell, good, bad or indifferent. Chances are that good stories lead to customer stickiness. These are the moments of truth that differentiate one company from another. In the airline industry where customers don’t see any difference between one airline and another, the levels of service can’t be average. Imagine this; Southwest Airlines has about 500,000 moments of truth. Every moment on the customer journey leads to customer stickiness. The promise of Southwest Airlines is the ‘dedication to the highest quality of customer service delivered with a sense of warmth, friendliness, individual pride, and company spirit’. Every employee of the company is aligned with this brand promise. That alignment is key; it is the secret sauce. Another way to put it is that, the experience is the brand.

Anthony O. Putnam, in the book, “Marketing Your Services,” says, “Alignment comes from getting all your energy focused on one direction – in making sure that everything you say and do is congruent and seen that way by your clients.”

Mindtree Blog Archives

Mindtree blog Archives are a collection of blogs by various authors who have independently contributed as thought leaders in the past. We may or may not be in a position to get the authors to respond to your comments.