Pick and Choose

If you flew somewhere for spring break you most likely experienced the headache of the current state of airlines; personally, I don’t remember the last time I had a seamless ride home.

With a steady arms race to reduce prices, companies have been forced to jeopardize customer experience in multiple ways: bringing the seats closer to one another, offering no complimentary food on the flight, cramming schedules, and cutting back on staff training. Their public relations teams has crafted social media accounts and complaint boxes on websites hopes of improving their rapport, but what is the purpose of giving travellers of voice if nothing can be done to help their situation?

The issue in this situation is that the mutual benefit isn’t clearly defined at the moment of purchase. Customers are lured in by glittering generalities and are then let down when the time comes to actually get in the airplane. The most delicate commandment of public relations practice is transparency, and this is exactly where big airlines are failing.

If your game is to drop prices for passengers, then there is not shame in saying just that. When choosing between one airlines individuals have different priorities: some look for comfort, some look for good schedules and fewer layovers, and some simply want to spend the least. Finding the audiences that fit your services best is crucial for reducing disappointment. The issue lies in trying to score efficiency, savings, and service all in one.

My advice to big airlines: know thyself.