Flying Comfortably: Key Factors Shaping Traveler Experience
hard products, such as airport facilities, flight punctuality and experience inside the aircraft, including seats and meals
soft products, like the ease of airline booking and customer service, are related to the emotional aspects of the customer journey, its brand reputation and providing good memories at the end of the trip.
Booking and Check-In Processes: Customers expect convenient online booking and hassle-free check-in to reduce waiting times, minimize stress and enhance convenience. In fact, customers desire an Amazon-like online experience both while booking as well as during returns, cancellations or changes. Complex or cumbersome processes can discourage travelers, diminish their confidence in the airline's services and result in a subpar experience.
Customer Service: One of the essential NPS drivers is how the airline contact center helps passengers in diverse situations such as senior citizen assistance, flight disruption rebooking, cancellation vouchers, merging tickets when new travelers join a group, or separating tickets when travelers drop out. These occasions require a higher level of support than what is served online through self-service and are the key moments that shape the traveler experience.
Flight Operations: include on-time departures and arrivals, baggage handling and flight reliability. Predictability, convenience, and comfort are critical expectations from travelers. Travelers can get upset over flight delays that disrupt their plans, unclear baggage communication that results in lost or damaged items, and flight cancellations without proper compensation. Such issues inconvenience travelers and diminish their trust in the airline's reliability and customer service. Efficient operations are important for airlines, too, as delayed flights cost airlines several billion dollars.
Cabin Comfort: Aspects such as seat comfort, legroom, in-flight entertainment, Wi-Fi availability and cleanliness influence customer experience significantly. Uncomfortable seats, cramped legroom and limited in-flight entertainment can frustrate travelers and significantly impact their well-being during long-haul journeys.
Ancillary Services: Onboard food and beverage offerings, duty-free shopping, and additional amenities can again be a significant aspect for both the traveler and the airline. Airlines focus on this area by offering premium meals and private car transfers to engage customers. Good communication, clear pricing structures, guided instructions during booking or payment processes, and consistent service quality create a positive perception.
