LOVE ME DO What you really really want

Posted on 03/02/2016

Fortune magazine last week wrote an article saying, “The airline industry wants to have it both ways: It wants to be profitable and be loved by its customers.” The article correctly suggested that the industry had, “nailed the first one, with a projected $19.2 billion in profits this year, thanks to dramatically lower fuel prices and a string of unpopular fare increases.” Being loved by its customers however, is another story or, “a work in progress” as Fortune suggested.

“In fact, the more successful the airline industry gets, the more customers seem to loathe it. American carriers top a recent list of most-hated airlines and airline complaints are at a 15-year high.”So what’s the problem?  The US The domestic airline industry is spending more than $1 billion a month to improve its products and services — even for (gasp!) economy customers.“Free” snacks, which were phased out after 9/11 in an aggressive cost-cutting effort, are being reintroduced.Then there are those extra-special treats.  On Valentine’s Day, Delta passengers flying between JFK and SFO or LAX received complimentary mini bottles of Veuve du Vernay Rosé sparkling wine and a three-pack of Baked by Melissa bite-size cupcakes in the main cabin.“We love our customers,” said Allison Ausband, the airline’s executive in charge of customer service.American Airlines recently announced it would include snacks and movies in the price of its tickets - even in economy class.On United, “free” snacks are also back, including  a “stroopwafel” – a Dutch, caramel-filled mini-waffle cookie that “pairs perfectly with coffee or tea.” There are also packaged savory snacks, such as an Asian-style snack mix of rice crackers, sesame sticks and wasabi peas or a zesty-ranch mix of mini pretzel sticks, Cajun corn sticks and ranch soy nuts.Are they serious?  The way to your passengers’ hearts is not though pretzels, crackers and stroopwafles.  And let’s be clear – these little caloric treats are not free – it’s all tucked somewhere there into the ticket cost.What passengers really really want is more space.  They want seats that don’t require a shoehorn to help jam ever-growing backsides into a space that provides no comfort for any rear end larger that those of an emaciated super model (not that they ever sit at the back).  They would like those seats to provide a modicum of comfort. They want a seat pitch that doesn’t leave bruises on their knees, and seat backs that recline (even just an inch or two) without jamming the tray table behind them into the gut of fellow passengers. They would like sufficient overhead space to store their carry on bag, and just occasionally, flight attendants who don’t respond with a sigh and an eye roll when asked for something.So fellas, you say you’re listening – believe me you are not!  If you can provide some proof that the average economy traveller will choose cookies over comfort – I’ll …well… I’ll buy and actually eat an economy airline meal!According to Fortune, “the domestic airline industry spent $12.1 billion in the first nine months of 2015 on product enhancements, and to make its customer love it more, the precise breakdown is not public knowledge.”If those ‘product enhancements’ include the ridiculous notion that airline snacks rather than airline space will pacify travellers – it’s a total and utter waste of money.