PASSENGER EXPERIENCE

Short-hauling: Spanish regional airline Air Nostrum wants to operate high-speed rail routes

As short-haul flying is mostly a tedious, uncomfortable experience with lots of queuing and waiting, while at the same time a growing number of consumers have become more conscious about the environmental impact of air travel, the popularity of high-speed rail as an alternative to short-haul flying has steadily been growing.

Compared to air travel within a range of around 700 kilometer, high-speed rail means less hassle, because of direct connections between city centers, lighter security and luggage regulations, and a much more comfortable journey.

In Europe, for example Eurostar’s London-Amsterdam service – which was launched in April this year – has proved such a success that the train operator expects to operate a third and possibly even a fourth daily service from next year on.

And on many city pairs, high-speed rail now has a much higher market share than air travel. For example, between Madrid and Barcelona, 65 percent of the market has moved to high-speed rail, while ItaloTren has a market share of 75 percent between Milan and Rome. In Japan, the Shinkansen for a long time has a market share of over 85 percent on the routes between Tokyo and Osaka and between Kyoto/Osaka and Fukuoka.

And as Google Flights nows shows Deutsche Bahn as alternative to a flight when searching for a fare between for example Amsterdam and Frankfurt (a journey of over 400 km), ‘short-hauling’ via high-speed rail is on track for further growth.

High-speed rail as feeder
Several airlines and rail companies are already working together to provide travellers with a seamless ‘intermodal’ connection, effectively using high-speed rail as feeder service to long-haul flights.

For example, Lufthansa Express Rail is a collaboration between the airline and Deutsche Bahn and provides passengers with an integrated booking from 8 destinations throughout Germany to and from Frankfurt Airport. This means reserved seats on the train, remote baggage check-in, plus a guaranteed connection. Lufthansa will expand its Express Rail service to 20 German destinations by mid-2019. Read full article »

Transavia offers passengers the option to order a breakfast box for pick-up on arrival

Much has been said how airlines should evolve/transform into travel platforms that provide passengers with relevant products and services during their journey from door to door. Think airport transfers, baggage pick-up and delivery, duty free delivery on arrival, etcetera.

These kind of convenience-based services are taking off in a response to the expectations of customers used to manage their life from their smartphone in an ‘on-demand’ economy.

Beyond the flight: Groceries
A new example of how airlines are thinking beyond the flight is a pilot between Dutch LCC Transavia and Holland’s major retailer Albert Heijn which aims to ease the woes of travellers who find an empty fridge and a closed supermarket when returning home, for example in the evening or on a Sunday.

Similar insights have led retailers such as Tesco to trial a QR shopping wall trial at London Gatwick back in 2012, while Lufthansa has held trials with German supermarkets Rewe and Edeka to let passengers order groceries via its FlyNet inflight wifi portal for home delivery.

Appie Fly
Appie Fly is a joint experiment by Albert Heijn and Transavia that allows passengers on all inbound Transavia flights to Rotterdam The Hague Airport to order fresh breakfast boxes and then collect them after arrival. The breakfast boxes can be picked up from the Appie Fly collection point, which is located at the Illy Coffee Corner in the arrival hall of the airport.

Passengers can place their orders online when checking in for their flight to the Netherlands via Transavia’s mobile responsive website. The ‘Welcome Home’ boxes, which are sufficient for two people, offer two varieties of breakfast and are priced at euro 12.50 each. Read full article »

Finnair’s A350 features a host of innovative passenger experience elements

Finnair_A350_innovative features_c680x277

By Raymond Kollau

Finnair has been the first European airline to take delivery of the A350-900 and the third carrier worldwide (after Qatar Airways and Vietnam Airlines). Finnair’s 297-seat aircraft is configured in three classes with 208 seats in Economy, 43 in Economy Comfort and 46 in Business.

There is a lot to like about Finnair’s (and its design agency dSign Vertti Kivi & Co) approach towards designing the A350 onboard experience, which features several innovative elements.

1. Welcome Onboard: Galley Screen
On most widebody aircraft passengers enter the cabin at the so-called door 2 and often their first impression is the sights of an industrial-looking galley area. Finnair has come up with a clever (and economic) solution by installing galley screens that are lowered when passengers are boarding and which feature a striking photo.

Marisa Garcia from FlightChic summarizes it nicely: “There is a very clever introduction of Finland’s lush green nature with a calm forest image in a galley screen, which I found was an attractive detail. It helps the cabin feel fresh, quieting the disturbing visual noise of galley equipment. It’s really a very simple thing, but Finnair took the time to consider it.”

2. Mood Lighting: Northern Lights
A remarkable feature of the cabin is the dynamic mood LED lighting. When passengers board the plane, they are greeted by the sight of clouds drifting across a blue sky throughout the cabin (video), while cool Nordic blue shades resembling the Northern lights will set the mood as the plane approaches Helsinki.

In all, there are 24 lighting schemes, and for example a warm orange glow can be created to suggest an Asian ambience on flights to the Far East. Says Juha Järvinen, Finnair’s Chief Commercial Officer, “Finnair’s new Airbus aircraft feature a cabin interior largely based on the Space Alive concept developed by dSign, where the main idea is to change the mood of the cabin space as the flight progresses.”

The mood lighting is also integrated with the in-seat IFE system. Jouni Oksanen, VP Digital at Finnair tells Hangar.no, “We’ve also added a timeline for dimming of the displays. This means that during the flight the screens will adapt to the time zones the aircraft passes. When it’s night outside, it will be night on the screens so it does not light up a whole bunch of bright displays that disturbs people who want to sleep.”

3. Business Class: Ladies’ Room
Female passengers in Business Class have access to a dedicated Ladies’ Room which is stocked with cosmetics and other supplies from Finnish brand Clean (images here and here). Australian Business Traveller reports that the ladies-only lavatory will be made available to “high-flying hommes” in the event that there’s a higher than usual proportion of men to women in business class, but as a rule it will be reserved for women. Read full article »

Emirates crew use smartphones to take Business Class passengers’ F&B orders


images by PaddleYourOwnKanoo

Staff taking drink and meal orders using a digital device is a common thing in bars and restaurants around the world. Meanwhile, casual dining restaurant chains and airport F&B operators now let customers place their orders themselves, either via a tablet provided by the restaurant or via an app on their own smartphone.

Now the airline industry is taking its first steps in this digitally-enabled F&B service. Besides the handful or airlines – including Air New Zealand, Japan Airlines, FlyDubai and Virgin America – that allow passengers to place orders via the in-seat IFE system, Emirates has recently issued so-called ‘Meal Ordering Devices’ to all its flight attendants who work in Business Class.

Meal Ordering Device (MOD)
Cabin crew recruitment portal PaddleYourOwnKanoo reports that the MOD smartphones connect to a plug-and-play WiFi router which is separate from the onboard connectivity system that passengers use.

All the smartphones (Samsung Galaxy A7) are synced to communicate with one another for the duration of the flight, don’t have a SIM card, and have been blocked from running any applications apart from the bespoke Meal Ordering app.

“The orders are taken on a hand held device and are instantly reflected on a tablet in the galley. Each order is then prepared immediately making service faster, more efficient and more personal,” said Terry Daly, Divisional Senior Vice President, Service Delivery at Emirates.

As Australian Business Traveller rightly puts it: “With as many as 76 business class passengers on an Emirates A380, the technology is proving to be a significant time-saver in keeping those premium passengers feed and watered – as well as ensuring what they’re served is precisely what they ordered, without slip-ups.” Read full article »

Lufthansa partners with Nespresso to offer passengers quality coffee at the gate


images by Raitis Steinbergs, Alessandro Teglia

For years, Lufthansa has been one of the very few airlines – if not the only one – to offer passengers waiting for their flight at the gate complimentary coffee, tea (image), and newspapers at main airports around Germany, including its Frankfurt and Munich hubs.

Or as Lufthansa has stated in the past: “Offering hot beverages to passengers prior to departure is a long Lufthansa tradition. Lufthansa first began offering hot coffee and tea from large thermos flasks in the mid-80s and the first automatic vending machines serving freshly brewed coffee were installed at airports in 1993.”

However, similar to any other full service carrier around the globe who is looking to rationalize every cost item, Lufthansa has to rethink these kind of free amenities. Instead of cutting costs by simply terminating the free hot beverages and print newspapers the airline has come up with a smart alternative that taps into trends such as ‘paid premium’ and digitalization.

Coffee at the gate
Following trials in the first half of 2015 at selected gates at Frankfurt and Munich airports, Lufthansa a few months ago partnered with Nespresso to bring the ubiqituous coffee capsules to the gate area.

The premium Nespresso coffee doesn’t come for free though. Passengers can choose from regular coffee, espresso, cappuccino ior latte macchiato (the latter with fresh milk), each at the cost of 2 euros. For those passengers who might consider bringing their own coffee pods: For the business market, a different pad-shaped system of Nespresso pods exists which are not interchangeable with the consumer capsules.

According to Lufthansa, a total of 20 Nespresso Coffee Points have been placed throughout Frankfurt and Munich airports so that passengers from different gates can access the machines. Read full article »

JetBlue new Boston – New York shuttle service offers free coffee and bagels to take onboard

jetblue_lga-bos-shuttle_a680x330
images: Harry Spencer, Adrian Leung, InsideFlyer

Routes with a large number of business travellers travelling back and forth on the same day for meetings are a very lucrative market for airlines.

Examples of busy business corridors include New York and Boston, Chicago, Washington, as well as Los Angeles and San Francisco in the USA, London and Amsterdam, Paris, Frankfurt in Europe, Tokyo and Osaka and Shanghai and Hong Kong, Beijing in Asia. Besides strong competition between airlines, these shuttle routes also face increasing competition from high-speed rail services.

We have reported before how Delta aims to increase frequent flyer loyalty on routes between New York and Boston, Chicago, Washington, as well as Los Angeles, San Francisco and Seattle by improving the amenities on the ground and on board.

JetBlue Shuttle
Now JetBlue has set its eyes on the lucrative shuttle market. At the end of October, the airline lauched its first shuttle service between New York LaGuardia and Boston Logan offering 6 daily return flights.

Having stepped up competition in the transcontinental market in 2013 with its new A321 aircraft that feature the Mint Business Class, as well as amenities like an inflight snack station, JetBlue stated it plans to inject more competition into the Boston-New York airline ‘shuttle’ market, which is currently being dominated by Delta and American Airlines.

According to investment publication The Motley Fool, the airline shuttles have lost customers to rail travel since Amtrak debuted its high-speed Acela Express service between Boston and Washington in late 2000.

“Travel between Boston and LaGuardia is ready for a little JetBlue reinvention,” said Jamie Perry, VP Marketing, JetBlue. “For years, one of the northeast’s busiest travel routes has been plagued by high prices and a lack of creativity. Our Boston-based business customers and anyone who has been forced to pay up or make the long drive will love this new option.” Read full article »

KLM adds passenger reviews and ratings to flight search results

klm_ratemyflight_b680x299

Recently, a growing number of online travel agents and airlines have partnered with third-party data providers TripAdvisor and Routehappy to help customers learn more about the quality of their flight.

By sharing candid details of the passenger experience airlines could move beyond commodity pricing and beyond competition solely on fares, instead giving customer fact-based metrics about their products which would justify a higher fare.

There is an important precedent for this change in consumer mindset in the hospitality sector. Today’s informed and savvy travellers are making their hotel choices based on ‘reputation pricing’ —the correlation between a brand’s online reputation and the premium it can charge. This shift from ‘sticker price’ bookings to bookings based on the quality of the experience has been one of the big positive effects of TripAdvisor on the hotel industry.

Rate My Flight
Social and digital frontrunner, KLM is taking transparency to the next level by sharing the feedback it gathers directly from passengers with customers who are looking to book a ticket with the airline.

After extensive experimentation, KLM started showing star ratings and reviews in the search flow of the KLM website in June of this year.

Customers searching for a flight can see the actual reviews from previous passengers who have flown that flight in the past, based on reviews collected from KLM passengers using the airline’s ‘Rate My Flight’ feature. Read full article »

Ryanair lets passengers rate their flight via its mobile app

Ryanair_RateMyFlight_680x347

In the past two and a half years, Ryanair has been busy upgrading its products and services, stepping up its digital innovation activities, as well as opening routes to main airport hubs in an effort – called ‘Always Getting Better’ – to appeal more to business travellers.

“This is not a PR stunt,” said CEO Michael O’Leary at the launch of the initiative, describing the Always Getting Better programme as a “transformative” evolution and a “fundamental change” in the way both he and Ryanair do business. ‘”If I’d known being nice to customers would have been so good for business, I would have done it years ago.”

Rate My Flight
As part of the third phase of the program – which focuses on digital innovation – Ryanair earlier this year added a ‘Rate My Flight’ feature to its app. Passengers who want to rate their flight have to download the regular Ryanair app, allow for push notifications, and are send the survey through the app upon landing.

The Rate My Flight survey asks passengers to evaluate each element of their flight, from boarding through food and drink provision to crew helpfulness and overall service standards. Ryanair says it uses the feedback to tweet and improve its offerings as much in real time as possible.

Feedback results
The ‘Rate My Flight’ intiative was trialled in March and went live in May of this year. Ryanar has just published the first feedback results, based on more than 8,800 passengers who used the ‘Rate My Flight’ function during June and July.

More than half of respondents (53 percent) rated their overall experience as ‘very good’, 36 percent rated their experience as ‘OK’ and 11 percent rated it as ‘poor’. Crew friendliness received the highest positive rating, with 63 percent scoring this ‘very good’.

At the other end of the scale, boarding received the highest number of ‘poor’ responses, with 14 percent saying they were unhappy with the boarding process.

TripAdvisor aims to make the airline passenger experience more transparent

TripAdvisor Airlines_b680x306

Airlines have long relied on awards and recognitions from industry watchers and major publications to reassure customers of the quality of their products and services, in very much the same way that professional critics and ratings firms have put their seal of approval on restaurants and hotels for decades.

But the rise of the internet has disrupted that ‘expert-review’ dynamic. The active participation of consumers on ratings sites which evaluate everything from films to books to consumer goods to services, and of course travel, suggests that today’s consumers trust popular opinion over ratings which could be perceived as an extension of marketing and advertising (a.k.a ‘the experience is the marketing’).

TripAdvisor Flights
TripAdvisor is now looking to shake up the airline industry the same way it has hotels, by launching airline reviews. The sixteen year old travel review site has accrued over 350 million individual travel reviews covering 6.5 million hotels, restaurants and attractions and has now expanded its TripAdvisor Flights service to let customers grade and review airlines around the world in much the same way that they would review a night’s stay somewhere.

These reviews are then combined with an external rating of the amenities on a particular route, such as the type of seat offered and whether there are power ports and wi-fi available to flyers, to give it an overall ‘FlyScore’ which will rate the quality of an itinerary on a 1 to 10 scale.

Consumers can sort their flight search results by price, duration, the ‘FlyScore’, or a blend of factors categorised by TripAdvisor as “Best value of time and money.”  TripAdvisor expects to refine the system, introducing further enhancements this year.

According to The Economist, “History suggests the firm has a good chance of making an eventual impact. If it does reach its potential, it might just encourage flyers to change their buying behaviour. If customers are willing to pay, say, $30 more for a seat rated as excellent compared with one that is terrible, then maybe airlines will pull out of their race to the bottom. A world in which carriers compete for the quality of the reviews they receive, as well as the price they offer, would be a better one.” Read full article »

SriLankan captures real-time passenger feedback data throughout the journey

SriLankan_feedback_a680x345

By Raymond Kollau, airlinetrends.com

As part of a trend that sees airlines and airports welcome real-time feedback from passengers via digital channels other than social media, Sri Lanka’s national carrier, SriLankan Airlines has launched a comprehensive customer satisfaction platform which captures feedback from passengers throughout the journey, from booking to overall satisfaction measures after the return home.

The airline has set up various ways for customers to share their impressions of service quality at its Colombo Ticket Office service counters, on its website, at the check-in counters at Colombo Airport, inside its lounge at the airport – as well as on-board through a dedicated application on iPads issued to cabin service managers.

There is also a survey app incorporated into the airline’s IFE system, plus a feedback module incorporated in SriLankan’s mobile app. Once the journey has ended, customers also receive an email request to evaluate their journey. All surveys are available in five languages: English, Sinhala, Tamil, Chinese and Japanese.

The passenger feedback which was initially gathered through a paper-based system has evolved gradually and the airline has now developed a full-fledged system where they could amass the treasured thoughts of passengers via digital media. Feedback data combines a full set of passenger profiles such as name, gender, ethnicity, travel preferences and their service aspirations with flight information into a data warehouse which further enables SriLankan to create a rich set of analytics, identify trends and strengthen customer relationships.

“Today we are serving an informed, tech savvy, demanding customer. We understand the service expectation can be delivered by working smart. We recognise that technology can bring the speed and sophistication to serve today’s customer,” says Mr Chanaka Olagama, Head of Cabin Services, SriLankan Airlines.

Real-time alerts
To ensure prompt responsiveness to service interruptions and critical issues which affect passenger satisfaction, real time alerts for immediate service recovery or negative feedback from passengers are sent to the supervisor of each customer touch point via text messages.

Additionally, live dashboards display the overall mood of customers through color-coded cards which reflect passenger satisfaction ratings, based on feedback received. Read full article »

Meeting the expectations of today’s connected passengers: On-demand, real-time, end-to-end

OConnected Traveller_on demand_b680x344

By Raymond Kollau, airlinetrends.com                                                                      This article also appeared on the WTCE blog

Expectations of airline passengers are not only shaped by how well an airline performs versus its direct competitors. They are also fuelled by standards set by experiences that consumers have in other industries, as innovative products and services in one industry raise the bar for all industries. This means airlines and airports need to tune into the customer from a holistic perspective when designing the passenger experience.

At this year’s Passenger Experience Conference – which is part of the annual Aircraft Interiors Expo/WTCE in Hamburg – AirlineTrends delivered a presentation about ‘Digital Innovation and the End-to-End Passenger Experience’. Below is the outline of our talk, illustrated by a few examples of how airlines are tapping into the changing consumer behaviour and expectations of today’s connected travellers.

On Demand
As smartphones make it quick and hassle-free to order goods online, flag a taxi via Uber, or what have you, the on-demand economy has generated a sense of entitlement to fast, simple and efficient experiences as it taps into consumers’ appetite for greater convenience, speed, and simplicity. For example, analysis from Uber shows the longer Uber has been in a city, the less willing to wait for a car everyone becomes.

In the food and beverage industry, Starbucks’ new pre-order app has become a very popular time-saving service, while airport restaurateur OTG has installed thousands of food-ordering iPads at half a dozen U.S. airports.

And a growing number of airlines – including Virgin America, Air New Zealand, Japan Airlines, Norwegian, Azul – allow passengers to order meals, snacks and drinks via the in-seat IFE system in between regular meal services, while Qantas and EVA Air offer passengers the option to purchase duty free via the Panasonic eX3 IFE systems. Passengers onboard leisure carrier TUI Netherlands can even order drinks and duty free via their own smartphones. Read full article »

AirlineTrends and LIFT help airlines take a 360° look at the passenger experience

airlinetrends x LIFT_PAXEX360 workshop_680x370

AirlineTrends founder Raymond Kollau and LIFT Strategic Design founder Daniel Baron will be present at the upcoming Aircraft Interiors Expo in Hamburg from 13 to 15 April. Please contact Raymond at info [at] airlinetrends [dot] com if you would like to meet, or download our PAXEX360 workshop brochure.

AirlineTrends and LIFT Strategic Design launch PAXEX360 workshops

Fierce competition, rapid evolution of technology, shorter product life cycles, and ever evolving customer expectations are forcing airlines to take a 360º view of the passenger experience in order to differentiate themselves, whether they are a full-service, hybrid or low-cost carrier.

AirlineTrends (Amsterdam) and LIFT Strategic Design (Tokyo) have joined forces to provide airlines with on-site PAXEX360 workshop sessions that explore trends in the airline passenger experience, followed by interactive discussions where key staff identify priorities for future product, service and brand development.

FROM TRENDS TO PRODUCT AND SERVICE INNOVATION
This partnership provides airlines with a service that combines an understanding of the big ‘PAXEX’ picture with expertise in creating design solutions and thinking through the implications.

The PAXEX360 workshops provide participants with:
– a better insight into consumer/passenger trends and needs
– a quick way to understand the latest product and service industry standards and innovations
– an effective platform for identifying key strategic objectives and priorities in further developing the passenger experience

Combining AirlineTrends’ expertise in passenger experience research with LIFT Strategic Design’s expertise in concept development and implementation, the PAXEX360 workshops consist of two elements:

1. OVERVIEW OF THE LATEST TRENDS AND INNOVATIONS » Who is doing what, where, and why?
This session familiarizes airline management with passenger experience trends throughout the world in every phase of the customer journey – from design and technology to marketing and service delivery – and is illustrated with many recent innovations from airlines around the world.

2. IN-DEPTH INTERACTIVE DISCUSSION » Where do we go from here?
Faciltated by LIFT Strategic Design founder Daniel Baron and airlinetrends.com founder Raymond Kollau, key representatives from your company explore customer experience development in the context of the trends discussed, identifying target areas for future action. Read full article »

SAS to open ‘Café Lounges’ for premium passengers near gate areas at Scandinavian airports

SAS_Cafe Lounge_680x400

By Raymond Kollau, airlinetrends.com

While passengers travelling in Business and First and upper-tier members of frequent flyer programs can wait for their flight in the comfort of the airline lounge, Business Class passengers still have to wait with the ‘hoi polloi’ at the gate before boarding the aircraft via a fast lane (ideally). First Class passengers often have a transfer to the aircraft from the lounge in a private car, or are escorted onboard directly.

SAS ‘Café Lounge’
To improve waiting time at the gate for premium passengers, Scandinavian Airlines (SAS) has announced it will open a new Café Lounge concept at Trondheim and Tromsø regional airports in Norway this spring.

The SAS Café Lounges at the gate will complement existing SAS lounges at these airport and can be used by the airline’s ‘Plus Class’ passengers, Business Class passengers travelling with Star Alliance airlines and Gold and Diamond members of SAS’ EuroBonus loyalty program.

SAS says it aims to provide passengers with a dedicated, relaxing and working environment close to the departure gate and offer WiFi internet access, tea, coffee and pastries. They are designed so that business travellers can work right up until boarding the aircraft.

Says Eivind Roald, EVP Commercial at SAS, “Our most frequent flyers appreciate time saving services such as Fast Track, which is why we are now offering an additional service designed especially for them. Fast flows are important on our domestic market and customers can work effectively in our Café Lounges located close to the gate.”

The SAS Cafe Lounge at Trondheim airport is scheduled to open in April and the facility at Tromso airport in May. Later this year, the airline will open further SAS Cafe Lounges at other Scandinavian airports.
Read full article »

Innovation is the Marketing » BA high-tech neuro blanket tracks passenger’s emotions

BA Happiness Blanket_a680x439

This trend appears in the upcoming edition of our 2014 The State of Airline Marketing, a free annual report published by airlinetrends.com and Simpliflying that identifies the latest trends in airline marketing and communication. Download the free report here »

Unlike investments in new aircraft, cabin interiors and seats, innovations in services in order to improve the passenger experience do not have to have large financial consequences.

It basically comes down to creative ideas, and the current revolution in social media and personal digital devices allows forward-looking airlines to come up with new services that — even though not all of them will be a great commercial success — will contribute to the airline’s brand by creating buzz and a sense that the airline is trying to improve the experience.

BA’s ‘Happiness Blanket’
In an effort to gain more insights into – as well as promote – its onboard products and services, British Airways has conducted an experiment at 30,000ft to find out more about how passengers sleep and rest in the air, in order to help shape services such as timing of meals, types of films shows and seat positions.

The airline asked passengers located in different cabins to cover themselves under a so-called ‘Happiness Blanket’, which is woven with fibre optics, uses neuro-sensors to measure a person’s brainwaves and ‘meditative state’, and which changes colour – from red to blue – to show when they are at their most relaxed.

Additionally, a special headband – the MyndPlay BrainBand – has been used to measure a person’s meditative state on a scale of one to 100. This is then relayed via Bluetooth to LED lights woven into the blanket.

When the number is low it will turn red or when it is near the 100 mark it will turn blue. As well as detecting brainwave activity, it can also monitor a user’s level of concentration and relaxation.

Behavioral response
British Airways will analyze the data from the blankets to make the in-flight experience better. The color patterns will give an idea to the crew on the behavioral response of the passengers to in-flight services such as the timing of meals, the menu, and the movie options. Read full article »

Airlines encourage passengers to provide service feedback via apps and cards

Airline crew instant recognition_b680x282

This article earlier appeared in Onboard Hospitality Magazine.
Download as pdf »

By Raymond Kollau, airlinetrends.com

Social media has provided passengers with a powerful platform to voice their opinion on the experience they have with airlines. In response, airlines have become one of the most active organizations that actively monitor the online conversation in order to pro-actively take actions to correct issues if needed.

However, instead of just waiting for passengers to share their experiences (both good and bad) online, several airlines have also started to encourage passengers to provide their feedback about the service they encounter in real-time.

KLM ‘Feedback App’
We have reported before on KLM’s mobile ‘Feedback’ app that allows the airline’s passengers to give real-time feedback on how they perceived the experience at a specific area (check-in, lounge, boarding, arrival) at one of 13 participating airports the airline’s network. The rating consists of simply tapping a ‘thumps up’ or ‘thumbs down’ button, but passengers can also specify their rating with a comment. Meanwhile, KLM team leads and station management at participating airports have been equipped with iPads that enables them to monitor the feedback in real-time, so they can react on passenger feedback immediately if needed and possible.

United ‘Outperform Recognition’
Following its merger with Continental, United Airlines launched a a service recognition program, called ‘Outperform Recognition’ in mid-2012, that invites United MileagePlus members to submit up to five nominations every four months through a variety of channels, including United’s mobile app, mobile website and Facebook page. Each period the airline selects 101 eligible employees randomly from the pool of eligible submissions, who receive a financial bonus of between USD 2,500 and 50,000. The first edition of the program (second half of 2012) received over 9,000 nominations.

The option to recognize excellent service through the mobile app [screenshot] is the most innovative part of the initiative as it provides passengers an easy way to express their satisfaction on the spot and in real-time – especially since United has equipped the majority of its domestic fleet with inflight.
Read full article »