Four Things Airlines can do to improve customer service

Poor customer service from airlines is legendary. And 'cliche. It is so common that when we do get great service we feel like we won the lottery, even if only for a moment.

But it must be so. Of course, airlines are big challenges that may be barriers to providing excellent customer service. The same goes for many other companies find ways to provide outstanding service to its customers. They choose to overcome their challenges and take care of their customers very well. And they do it consistently.

Here are four things that none of our airlines could do to improve the quality of service they are offering to their customers. I understand that you may already do these things. If so it's great! But they need to do more of them, or do better, so their customers start to see a consistent result.

1. Get management in direct contact with customers.

All levels of management must be exposed to customers. And I'm not just talking about focus groups or round tables. Members of management need to roll up their sleeves and do the work of their employees once in a while. And they should talk to customers. It 'easy. Just drive to the nearest airport. There are hundreds of customers sit and wait. I bet my mortgage payment most of these people would be happy to spend a few minutes chatting with an executive of the airline whose plane waiting to board.

The work of every business occurs at the point of contact with the customer. It does not happen in executive offices or conference rooms. Customer facing employees and their customers are the two groups of people who know exactly how your company does business. As a leader, you'll never know this by reading the reports. You must obtain this information by experiencing it. There is no substitute for direct contact with customers.

2. Get customers involved in creating standards of customer service.

Nobody knows more about what customers want them. So get them involved. And I do not mean lengthy surveys or phone calls by consultants. Talk to them as real people. Get your employees out where your customers are and talk to them. Buy them coffee or lunch and get them talking. In this way, one on one with your employees will produce much better results than using consultants or survey companies. If you want your customers to be honest with you, you begin to be authentic with them.

Then use their input to create meaningful standards in how they serve your customers. Not that you will do whatever they want. But you should do everything we can within your mission, resources and context of your business. Too many companies disregard and contempt for their customers. They think all the answers reside at the corporate office. That arrogance will ruin a company. Talk to people who know. Talk to your customers.

3. Get employees involved in the planning and implementation of standards of customer service.

Customers will tell you what they want. Employees will help you understand how to do it.

Employees do the work of the day to day company. They see (and hear and feel) how things work. They know what works and what does not. They see how business is changing. They see all this at the point of service, which is where the company produces its revenue. All that society should support what happens at the point of service. Anything that does not support a successful point of service must be questioned (and, probably, eliminated).

So, as you collect information from your customers on how to best serve them, make sure that employees are part of the process. Involve beginning to end. Include them in planning, information gathering, customer service standard setting and implementation.

4. Leadership must show everyone customer service is a priority.

There are many examples of employees who provide a fantastic service. Some people will do it regardless of who leads their company. But, these people tend to be exceptions. I've never seen a company that provides a great service consistently without 100% support from top executives of the company.

Leaders set the tone and direction for the culture of a society. If senior executives are expecting a great service for every customer every time, then of course do whatever it takes to create a culture that generates such a service.

Ultimately, for a company to provide a fantastic service consistently across their organization, executives need to better make that a priority. There are alternative routes to get this done. The company's leadership must decide to make service a priority. So they need to demonstrate this in their words and their actions. It needs to be at the center of everything they do.

Steps one, two and three are tactical. Every company can do. And if you do well, you will see positive results. But for long-term results, in four phases must come first. Without it, most of the gains of service will be in the short term. They do not live beyond regular turnover. In the end, the motivation that drives them will fade away as they lose their champions and other issues take priority.

For true, sustainable improvement of customer service quality, airlines (and all organizations) must make a commitment at the highest level of management to provide the best possible service to every customer every time without exception .......