5 Hours

Could airlines use digital media to help get themselves out of a rough spot?

This past week I traveled to two different destinations with two different airlines - the contrast couldn’t have been starker. What was the difference? One airline uses digital media to its advantage, the other one is still stuck in analog mode.

While the first trip went without a glitch - we even got to destination earlier both ways - the second one started horribly - with what turned out to be a 5 hour wait, time none of the passengers will ever get back. As I was waiting in line and meeting others who were in my same predicament, I thought about the many ways in which digital media can help this ailing and tired industry.

Implement a notification system

Including a way to rebook yourself, pick among a menu of choices, without having to interact with harried and cranky flight attendants. Most of the booking and ticketing today happens online.

Airlines have passenger data at their fingertips. Why not implement a notification system that will allow them to update people on their mobile phones or through email (give people a choice) when a flight is delayed? One or two keystrokes and alternatives are entered - why not use the data to provide value instead of just push marketing when the organization is ready?

Is there any doubt in your mind that most digital travelers would opt into such system?

Now let’s make it interesting. Instead of using Twitter, the notification system can also become a place where airlines can ask permission to forward coupons, special deals, and valuable travel information - on an opt in basis. Mind you, first provide the value, then propose a permission dialogue.

Airlines could appeal to savvy travelers by extending into products and services that allow customers to learn more about smart travel. Take Chris Guillebeau, for example, his travel products offer tremendous value from someone who's been there.

There's opportunity for someone who can execute a notification system to also start managing travel with people. Are there travel agents who do that proactively today? A delay at the airport triggers a message and the agent reaches out to the traveler she's representing with options.

A gentleman in line mentioned that American Airlines used a notification system with him not long ago. He travels business class, so that could be the reason why the communication was sent. Once you invest in tying in the system with your ticketing, you can do that very cheaply. The upside is loyalty. Don't give me points I need to go crazy to redeem - give me service.

I’d be interested to hear your take. Would you pay a subscription fee to such a system?

The notification system would also ease the considerable stress ground airline staff faces when there is a delay. Better health care costs for the airline, service with a smile for passengers.

Collaborate internally

Digital media could also help airline staff talk with each other. As we were waiting in line, we realized that a lot of time was spent by the ground staff on the phone with other offices. When I finally got to talk to the attendant, it took a retry to get the right tone - from service to customer. Her first instinct was to tell me how busy she was.

Many businesses are stretched very thin today. Not enough hands to go around by design. I do wonder if an online system would allow employees to problem solve with each other and the airline and apply all available resources to help in spots that require it. A sort of all hands on deck type of system.

Customers have Twitter to talk to each other, what do airline employees have? How about communities of practice on Yammer, or other collaborative tools? When employees feel they have control over their destiny, when they are trusted to make decisions, when they know the company cares, they tend to go out of their way.

We respond to other humans, and the more we can personalize that experience and make it transparent, the better.

Collaborate as a hub

Imagine if all the airlines at each airport collaborated with each other to get people to their destinations. What would happen if each airport operated not just a Web site - in some cases with poor usability - but a portal. With digital media, you could make it possible.

An online portal where airlines could bid out empty seats to certain destinations, distribute coupons, offer last minute fares, and partner with other vendors. Weather delays or any other kinds of delays could be the trigger for fire sales of seats on other airlines going to the same destinations.

Would an environment of co-opetition for the benefit of passengers thrive? If one airline is in a pickle, instead of everyone getting mad at them and exhausted at the gate, there could be a redistribution to airlines that have capacity. Passengers would be in the driver seat.

Certainly there would be less animosity in the air - and less wear and tear on people.

I’m writing this as I’m supposed to be at my destination. None of what I wrote here requires inventing or doing from scratch - just doing. We have the technology and the tools to make it happen. Yet, as I write this, I struggle with the Airport inconsistent wireless, paid system.

Surely, there must be an alternative to status quo.

Someone will find a way to take on the job of caring for air travelers beyond providing notifications of what's happening, which is already a step in the right direction. I’m willing to bet that it will come from outside the industry. Will we begin to vote with our wallet? I surely hope that we begin respecting our own time.

Are we willing to conserve and redirect the human energy that goes to waste in the current system to something more worthwhile? What are your thoughts?

[image by Ivan M who spent 5 hours at this airport]

© 2006-2009 Valeria Maltoni. All rights reserved.

Comments

[Betsy Wuebker]

Hi Valeria - All great, awesome suggestions. I'm betting, however, based upon customer service protocols and policy, that the smaller more independents would jump on this way faster than some of the behemoths. Honestly, if a behemoth can't figure out something simple such as leaving people on the tarmac for hours and hours is detrimental to a quality customer service experience, do you honestly expect them to innovate in the ways and for the reasons you've enumerated? I think Branson is your man for stuff like this.

[Scott]

All solid ideas, that follow a thread of common sense. Unfortunately, this is the same industry that thinks it's great marketing to have all 5 people sitting in the same row pay different price points for what is basically the same seat. Fewer passengers are willing to pay the top price, so now they have (almost) all decided to make money on your luggage. Treating people fairly, like real people, and timely communication, would require more common sense than the airline have to offer. But I like your ideas.

[Mickey Gomez]

Excellent post filled with great and innovative ideas. Unfortunately, like Scott and Betsy, I feel like the airline industry is spending so much time in panic mode, desperately trying to nickle and dime travelers to death, that your ideas won't be heeded. If they are, I agree that it will most likely be by one of the already recognized innovators.

I used to LOVE to travel by air, now I regard it as an unpleasant chore. From the second I buy a ticket I begin to feel adversarial towards the airline, knowing that I'll be charged for everything from checked luggage to window seats to bags of pretzels. I find it ironic that charging for checked bags is only further complicating the boarding process, since now every other person is trying to fit a bag the size of a Mini Cooper in the overhead bins. Grrr.

Anyway, thanks again for a thoughtful and thought-provoking post. Here's hoping that the airlines wake up and smell the potential.

[Timo Luege]

When I was younger (oh, so much younger) I shared an apartment with some stewardesses and they told me the following about their airline (a reputable international carrier). If there was a substantial delay and if there was a competing carrier on the same route, then their airline would wait until the competition's plane had left before announcing the delay. I think attitudes like *this* are what keeps airlines from providing passengers with the tools we like - nothing else.

[Valeria Maltoni]

@Betsy - you bet. It is someone coming from nowhere that will take the profit from inventing a new way to treat travelers as people again.

@Scott - I sense a bit of disillusionment. And to think that air travel used to be this wondrous adventure...

@Mickey - confessing to have felt the same level of dread at holding a reservation and thinking about the experience. From the awfully crowded parking at airports, to the sheer ruthlessness of other passenger fending for their piece of the action. It won't be an airline business that cracks this code, it will be someone with a desire to be helpful.

@Timo - isn't that so very sad? Replace the word "airline" with many other businesses, and you see why as customers we dread making many purchases these days. You're right, of course, it starts with attitude.

[Scott]

I think Mickey hits the feeling pretty well. Back when commercial flights were new, travel use to be special. I wasn't there of course, but I've seen clips and documentaries. People were excited to travel, whether it was by train or plane. Most would even dress up to go. I don't think it was really pampering that set the era apart, but just good basic service. And like you said, service starts with attitude.

I will say this though, I can't think of a single flight I've ever taken where the steward / hostess wasn't great. A challenging task indeed.

[Marie]

Hi Valeria, what a read! Great ideas and thoughts, which you would think would be embraced in this modern world... however, the airlines are so busy managing their staff and losing price wars, they've forgotten that there are travellers prepared to pay a little extra for a better service/ experience!!

[peter]

Hi Valeria,

I wonder if we are becoming socialised to always expect more - and thereby are never satiated.

Late capitalism suffers from an epedemic of unappreciative consumption.

Social media has turned the volume up and provided a feed back loop for dissatisfaction. But, when I read that consumers have come to dread purchasing, that has very little to do with the company and everything to do with the consumers attitude - not the company

I suggest next time anyone is faced with a five hour delay they read One Day in the Life of Ivan Deninisovich by Solzhenitsyn. I did and when I put it was hard to complain.

Not saying the airline industry isn't broken. But consumers may be more broken ( and not know it). And, whilst airlines can take responsibility and use technology better, unless consumers change, those efforts won't be good enough.

Spk soon.

Peter

[Christi Day]

Interesting post Valeria -

I can only speak on behalf of Southwest, and I'm not sure what carriers you used during your journey, but providing an outstanding Customer experience is the core of who we are. I can say that all of your ideas are fantastic, so fantastic that a few of them are in the works or already available on Southwest. Delays will happen, but anything we can do (like gate change text notification, mobile.southwest.com checkin and flight schedules) to help ease the stress we consider!

I will share your concept of having our airport employees on some internal, yammer-like network. The current communication methods, I agree, are a bit dated.

Let me know if you have questions!

Christi
@southwestair

[Valeria Maltoni]

@Scott - thank you for adding some color to the story of travel by air. I don't travel a lot, and I seem to have encountered a fair share of both - really good and service-oriented staff, and those who avoid looking you in the eyes. In may instances, I can tie that back into the company's culture or perceived culture...

@Marie - wondering if companies could partner with their employees instead of managing them. Of course, employees need to do their part, but what if they never get a chance because "this is the way we do things here"?

@Peter - it's the marketers' fault! All those promises... seriously, perhaps it's time to do away with "perfect" and encourage worthy, connective, interesting. We know nobody is perfect, and speaking for myself I can tell you that my expectations are fairly reasonable - getting to a destination when you promised you'd get me there is fairly accepted practice. We were all holding tickets paid for. Rolling your eyes when I approach the desk to inquire why the gate says one time when other passengers are telling me another (which ended up being true) and acting annoyed when I ask what alternatives I have is not exactly endearing, is it? Why not communicate better and more clearly? They have the information!

@Christi - we were just talking about Southwest with Paula Berg at the Inbound Marketing Summit last week. Thank you for the tip on mobile notifications. Glad to have given you reason to brainstorm more ideas. Thank you for joining the conversation.

[Peter]

I love promises. They're my day job.

But everyday, I see company's who make promises in hope and keep them in fear. ( Yes it is all the marketer's fault)

With this in mind, I know many airlines are delusional about their promises. If it were up to me my promise would be 80% will leave on time, 70% will be delayed etc. and perhaps I'd throw in a rebate on your next flight for the long delays.

The thing is I know this is all an airline can do. If I want 100% no one could afford to fly.

The true cost of flying is the ticket price and the risk it may take longer than anyone hoped.

I'm not saying you are or anyone is wrong to be frustrated - there a lots of people out there who are not very good at their job - customer relations just has a quicker feedback loop.

You say they have the information - and your right. But consumer's also have the information that airlines make promises they can't keep. Don't I as a consumer have a responsibility to temper my expectation when I accept a promise knowing this and acknowledge that if I want to fly I have to pay more than $.

I'm not trying to apologise for the airlines (It would be great if they told the truth and made sure all staff were nice people). But, as the Southwest guy indicated they try. I just can't say the same for consumers.