When buying your airline ticket how much thought goes into the type of service you're going to receive once you get onboard?
Many people book tickets with a particular airline because they're business travelers and their company books it for them or they have a good loyalty program, but does anyone book tickets for an airline based on service?
The legacy product is simple, you know what you were getting. A safe flight from point A to point B, a new-er movie which requires the purchase of "special" $5 headphones, and the lottery chance of buying an on board meal. Most legacy airlines outsource their on board catering to outside company, who, for fear of losing money on a flight only board a select quantity of meals per airplane.
On a typical 150-seat aircraft procedure usually is to start 3 rows away from the bulkhead and go through the cabin with an initial beverage service. One flight attendant would work toward the cart while the other worked away- usually 3 rows a piece then would move the cart back 6 rows to repeat the process. Following the beverage service is when it usually gets interesting.
The next sequence in service is usually the food cart. As the food cart enters the aisle people suddenly wake up from their nap, books close, eye masks and ear plugs come off and all of a sudden everyone is hungry. Again, most airlines start the front of the main cabin and the flight attendants move the carts aft posing the question “would you like to buy anything to eat?”
All of a sudden by row 15, you notice the cart speed up and head to the back as everyone waves money in the air and the flight attendant gives you that "I'll be right back" look coupled with the "we're sold out" remark. The only other time you would see a flight attendant in the aisle was to collect your trash or for the last beverage service 2 hours outside of your destination, which by then, there was no ice left, so the cart moved by rather quickly. The rest of the time, they're in the back with the curtain closed.
Newer hybrid legacy-lowcost carriers (those that offer a first class or premium product) are developing ways to enhance the service and experience you have on board. One in particular has the flight attendants do an initial beverage service with a cart and once it reaches the galley, its never to be seen again. The remainder of the service is done through a touch screen television at your seat. You have the ability to order food and additional drinks from your seat at any time [except for critical phases of flight and extreme turbulence] allowing everyone a fair shot to obtain something to eat. You're able to view the menu, read a description of the item and order the product all at once. You only have to face the flight attendants for delivery of your ordered items, trash collection, and compliance checks. Since this cuts down on the interaction between the flight attendants and you, they are generally happier and more fun as there isn't many complaints coming in and you are left to enjoy your flight watching TV.
Other lower-cost carriers don't use the cart at all, they do a tray service and hand deliver each and every drink. This model works well in a full "coach" class cabin, divided out among the flight attendants into sections. Each flight attendant is then responsible for the passengers in their designated zone. When this model is in place, its rare that the airline would offer a true meal option, most offer an unlimited amount of snacks such as cookies, pretzels, peanuts, crackers, etc.
One big issue that affects service across the industry is problem resolution. All airlines proclaim 'customer service' but does it happen on board?
If a drink is spilled on you, you dislike a purchase you made, there is a seating problem or an issue with another passenger does it get resolved?
The legacy's would probably tell you to contact customer relations for your disliked purchase.
Some low-cost carriers would try to assist you the best they could. If the issue can't be resolved they will then tell you to pass it along to customer relations. There shouldn't be a disliked purchase in this situation either, there was nothing to buy and if there was, it was probably a pillow and a blanket.
And at the newer hybrid airlines, the employees are empowered to make the experience better for the passenger in anyway possible. Flight attendants can issue refunds, handle money for dry cleaning, and even offer you a credit toward a future flight, right on board the aircraft.
However, the draw of loyalty programs is a big one. If you can get more 'bang' for your buck and earn something in return for the few hundred dollars you paid for a plane ticket, is it worth the sometimes painful experiences?
Some would say so.
In conclusion, it is evident that the traveling public buys tickets based on on-board service, and this poll shows that some travelers do pay extra to avoid bad service. However, in this economy they also are seeking more for their money and if that means booking a seat on the airline they have the most miles with, though it lacks in customer service, they probably will.
Photo Credits (in order): Xianxing, Tom Arthur, Matt Coleman
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