Makes A Number Of Recommendations Including Providing More Transparent Communication

An independent global study released Wednesday appeals to the airline industry to take a fresh look at the age-old frustration of delayed or cancelled flights, in order to drive loyalty and reduce the impact of irregular operations on its customers, both now and in the future.

"Passengers first: Re-thinking irregular operations", written by Norm Rose of travel industry research company PhoCusWright, and commissioned by Amadeus, a technology partner for the global travel industry, aims to provide airlines with practical strategies to improve responses to irregular operations, urging airlines to place a greater focus on the impact of disruptions on each passenger’s trip experience as part of operational decision-making during times of disruption.

The report argues that a customer-centric approach to handling irregular operations may overcome some of the disparities between how airlines and passengers can sometimes perceive delays. For instance, providing greater alternative travel choices for travelers that take into account their individual reasons for traveling, which in turn could positively affect future booking behavior. At the same time, the processes used to manage delays and cancellations today, including scheduling, customer communications and re-accommodation, often tend to be flight-centric, rather than customer-centric; something which the report argues must change.

The study, which is based on interviews with leading academics, industry trade organizations and global airlines, also includes a survey of 2,800 travelers from Australia, Brazil, China, the UK, and the US, showing that delayed or cancelled flights meant that nearly one in five (18%) of all passengers surveyed could not fulfill the purpose of a trip booked in the past year (rising to a third in China). Furthermore, among passengers’ most common frustrations was insufficient communication, something which may impact a traveler’s loyalty to a particular airline in the future.

According to the report, airlines should consider incorporating a standard service approach to deal with passenger itinerary changes. When severe events occur, airlines with such an approach in place merely extend their processes to a larger number of travelers rather than attempt to implement a new, reactive process. It also recommends introducing an integrated, cross-departmental approach to customer service will enable airlines to provide authoritative, personalized, proactive communication – and lessen the need for travelers to rely on third-party sources.

Globally, around one third of travelers surveyed said they had posted comments about delays to their friends on social networks such as Twitter and Facebook, with higher numbers sharing experiences amongst their immediate family or friendship groups using other means. The study calls on airlines to shift social media strategies from promotional activities alone, and to embrace analytical tools that help them to understand the impact of social comments made in relation to disruption. By following this analytical approach, airlines can practice social mapping to better understand the impact of disruption on their brand as well as the sentiment of their customers.

FMI: Full Report