The airline industry is no stranger to the concept of providing customer service, but as competition heats up and passenger expectations continue to evolve, airlines must prioritize customer experience like never before.

In a world where travelers have endless options at their fingertips, airlines must find ways to differentiate themselves and stand out in the market. From in-flight entertainment to seat comfort and everything in between, airlines that invest in the customer experience are sure to soar above the rest.

To learn what makes passengers satisfied with an airline, we invited a guest at the front line of the airline industry who sees the customers’ real experience in real time!

Noam Alon, captain of a major US airline, joined us and discussed customer experience in the airline industry with our host, Dan Gingiss - The Experience Maker™.

The following were the focal points of the insightful conversation:

• Excellent customer service is the top factor in keeping customers satisfied.
• Developing customer empathy and acting based on that is essential.
• Transparency and clear communication will develop customers’ trust in the brands.

Analyzing Airline Passenger Reviews: Top Concerns of Passengers

The airline industry has long been a source of frustration for many passengers, with common complaints ranging from flight delays and cancellations to poor customer service.

Clootrack analyzed 27,495 customer reviews from 12 top airlines worldwide to gain insight into what passengers care about regarding air travel. The review period covered January 2022 to January 2023 and included various airlines, from American and British Airways to Qatar Airways and Emirates.

Unsurprisingly, most reviews in this industry were negative, with passengers voicing their complaints and concerns about various issues.

To know why there is this much negativity in the customer experience of this industry, Clootrack dug deep and identified the top problems for passengers regarding air travel.

Dan asked Noam to guess which customer issues were most commonly mentioned in the reviews to kick off the discussion. In alphabetical order, the five concerns were: customer service, flight cancellation, flight delay, route and schedule issues, and staff helpfulness.

Noam guessed flight cancellation, staff helpfulness, and customer service would be the top three concerns.

Noam said, "Most people are flying because they're trying to get to someplace. So a cancellation means they're not getting to where they want to be. And in that situation, I would imagine that staff helpfulness. In other words, people feel like they need assistance. And if that's not available, I think people would feel that's a major concern.

And then lastly, we said customer service. And that's, I think, just the kind of the broader environment of airline travel for most people is a stressful experience from security to boarding. And so I think customer service is a key concern for people. I can imagine because that's how people get help navigating through."

Dan agreed that these were all significant issues for passengers.

Flight cancellations, in particular, significantly disrupt travel plans and can cause passengers to miss important events or face uncertainty about reaching their destination. As a result, it makes sense that this would be a top concern for passengers, Dan added.

Staff helpfulness is also crucial when flights are canceled or delayed, as passengers need assistance navigating changes to their travel plans. And, of course, good customer service can go a long way in making the entire travel experience more pleasant, especially when dealing with the stress of security, boarding, and other aspects of air travel.

Interestingly, the review analysis identified customer service as the number one concern for passengers.

This suggests that even beyond the immediate concerns of flight cancellations and delays, passengers are highly attuned to the level of service they receive from airlines. With staffing shortages and increased demand due to the pandemic, it's no surprise that customer service has become a problem for many airlines.

Flight delay was also a top concern for passengers, which may seem counterintuitive given that it is less disruptive than a cancellation. However, as Dan noted, this may be because delays happen more frequently than cancellations, leading to more reviews mentioning this issue.

Analysis of Top Concern - ‘Customer Service’

What exactly is it about customer service that leaves such a bad taste in our mouths? Check this breakdown and terms most repeatedly seen in customer reviews around customer service.

One of the most common complaints is about the customer service supervisor and the lengthy response times. Customers feel their concerns are not being taken seriously, and the customer service supervisors are dismissive, rude, and uninterested in solving their problems. The frustration of being unable to talk to a human and having no callbacks adds to this feeling of dissatisfaction.

While these issues are not exclusive to the airline industry, they are particularly intense in this field. Airline passengers have limited control over their situation, and when something goes wrong, like a delayed or canceled flight, hundreds of people are affected at once. This puts a lot of pressure on the customer service system, and it can be challenging to keep up with the demands of so many customers.

"Once you're on the airplane, if there's a delay, you're airborne or in a holding pattern like you don't have choices if there's the Icing that happens to happen. So many things happen that are out of your control; maybe in some other industries, you might have a little more. But yeah, this seems very generic and applies to many industries."

To combat this, airlines have implemented various strategies, such as leveraging technology to connect with customer service agents across their network who might be sitting idle in one airport but are available to help passengers manage their travel logistics.

Leveraging technology can help companies better manage customer service demands and promptly respond to customers. Chatbots, for example, can provide immediate assistance and help to alleviate some of the workloads of customer service agents.

This spreads out the workload and reaction time, which helps take some pressure off the situation.

Letting people know about the delays and cancellations at the earliest will help them to reschedule and change their plans. Moreover, this will help to retain the trust of customers.

Noam says, "One of the things that we've always tried to do, and we try to get better over time, is when there are delays or cancellations, to the extent that we can move them, let people know early enough so that there are more choices available to them. That's one of the things we've tried to do, to kind of distress that situation and take some of the pressure off that situation."

But beyond the airline industry, the issue of poor customer service is pervasive and affects many other industries.

Analysis of Top Concern ‘Flight Delay'

According to Clootrack’s analysis, delayed flights cause much trouble in passengers’ travel experience. If flights are delayed for too long, they can miss the connecting flight and disrupt the purpose of their plan.

Also, not communicating the delay and lack of compensation like refunds and vouchers, and the cost of booking additional flights, etc., are increasing the intensity of the disrupted experience.

It's no secret that flight delays are a common occurrence in air travel. While some delays are due to unforeseeable circumstances like weather, others are avoidable and are solely the airline's responsibility.

However, how an airline handles the delay can significantly impact the passengers' experience and loyalty to the brand. Communication is the key to addressing flight delay issues and mitigating passenger frustration.

According to Noem, transparency is key when handling flight delays. He says the airline is responsible for communicating with passengers about their flight status, regardless of whether the delay is caused by weather or mechanical issues.

He emphasizes the importance of coming out of the cockpit to address passengers directly, as it creates a level of honesty and authenticity that is hard to achieve over an intercom.

In cases where the delay is due to weather, Noem says there is no point in giving more information than passengers can access on their phones. Instead, he recommends explaining how the weather impacts air traffic flow and providing regular updates on the flight's status.

Regarding mechanical issues, he recommends finding the right balance between sharing truthful information and not scaring passengers. He explains that the aviation industry has many redundancies, and most delays are caused by an indication that needs to be checked out rather than a serious problem.

Therefore, sharing regular updates from the maintenance department is essential to keeping passengers informed.

How Can Airlines Cope with the Negativity Around Flight Delays and Cancellations?

Let’s check a few positive reviews of customers who have gone through flight delays/cancellations.

“Brilliant service from claire in ba customer relations, who sorted my delayed compensation for a flight which was cancelled at very short notice; despite the self-inflicted problem that i'd mis-keyed my bank account detail in my original online claim! and while the one-off cancellation was probably due to crew shortages, we generally enjoy great service from our friendly little local london city airport.”

“i was delayed for my connection flight to charlotte american airlines make sure that me and my 6-year-old kid had somewhere safe to sleep and food to eat thank you for a wonderful experience i truly appreciate it i don't know what i would have done probably sleep at the airport until my flight tomorrow i appreciate it”

What happens when customers go through a flight cancellation or delay and still leave a positive review?

It may seem counterintuitive, but these are the experiences that can teach us the most about customer service.

One example of this comes from the above two actual reviews, where customers refer to the brilliant service they received from customer relations. This highlights the importance of building a personal connection with customers. Despite experiencing a delay, they left happy because the service they received was exceptional. This is a valuable lesson for any industry, as customer service can be both a top complaint and a top appreciation.

Another example comes from a customer who was delayed in their connection but was provided with a safe place to sleep and food for their six-year-old child. In situations where customers feel helpless and need assistance, the employees who go above and beyond to help can turn a negative situation into a positive experience. This is particularly true in the airline industry, where delays and cancellations can be a regular occurrence.

As per the review analysis, the following compensation and initiatives from the airline company turned negative experiences from flight delays and cancellations into positive experiences. They are:

• Compensation for delayed flight
• Safe place to sleep
• Food to eat
• Arrange alternative flights.

What Are the Patterns of CX between Economy Class and Business Class Passengers?

When it comes to air travel, there are also notable differences in customer experience between economy class and business class passengers. At the same time, it may not surprise; business class passengers tend to be happier overall.

There are disparities between the two classes when it comes to food and beverage options, inflight experience, seat comfort, and staff helpfulness. Despite being in positions considered plum jobs, it is interesting to see that the numbers for staff helpfulness are not very great in business class.

Noem said, “I'm a little bit surprised in the business class that the numbers, let's say, for seat comfort and staff helpfulness are not higher. I mean, I know airlines take a lot of time to create and build out the seats to attract the kind of customers who are willing to pay a premium. And, the flight attendants, the ones you know that are up there, tend to be the more senior ones. In other words, they choose to be in that class of service. So it's a little bit surprising that the scores are not higher.”

What are the Most Popular Passenger Profiles?

Regarding the most popular customer profiles, the research found that people travel alone, in couples, or with their families. These categories are evenly distributed, indicating that airlines must cater to all customer types. It's crucial to provide services accommodating families, couples, and solo travelers.

Which Flight Route Gathered Higher Negativity?

Miami and Manchester had the highest number of complaints compared to other cities. On the other hand, Doha had the fewest complaints, with Dubai and Sydney not far behind.

Flying from Doha are more likely to report negative experiences related to flight delays. Meanwhile, passengers on flights departing from Dubai are more likely to have negative experiences with their baggage. On the other hand, passengers on the New York route have reported higher negative experiences with the boarding process.

Interestingly, many of the complaints were not related to the airline itself. For example, passengers complained about the airport food or the long walks to the plane. This finding suggests that airports must improve their services to enhance the overall customer experience.

So, what do these findings tell us?

It's clear that airlines need to focus on providing high-quality services that cater to all customer types. They need to pay attention to what their customers want and adjust their services accordingly. Additionally, airports need to improve their services to enhance the overall customer experience.

It's essential to understand that customer experience is not just about what the airline offers but also the entire journey, including the airport experience.

Key Takeaways for All Industries from the Learnings of the Airline Industry

There is much to learn from the customer experience insights from the airline industry. And some of them are applicable and important to other brands and industries as well.

1. Customer service is the most important factor in creating a positive customer experience

Customer service is what happens when customer experience breaks. So you already know that the customer has a problem before they need to talk to customer service. Thus, customers’ emotions are high; tensions are running high. So the customer service team must treat them and solve their issues accordingly.

With efficient customer service, you can even turn a negative experience into a positive one.

2. Empathy towards customers - Showing customers that you truly care about their experience and are willing to go the extra mile to ensure their satisfaction

Whether the delays are caused by you or not, having empathy towards customers and understanding what they're going through, understanding that it's affecting their lives in a way that transcends just getting from point A to point B is essential. 

Put yourself in the customer's shoes. Understand what they're going through. Understand that some of this might be caused by you, some of it may not be caused by you, and that, in either case, communication and empathy are important. 

3. Maintain high transparency -  If a brand is transparent about its operations and activities, it can build trust with customers and create a long-lasting, positive relationship

Transparency is critical. The more you can communicate, the better. No matter what business you're in, if you're an e-commerce business and something's out of stock, you tell the customer as soon as it's out of stock. Don't let them wait to call customer service and say, "Where's my stuff?" Tell them as soon as possible and then give them all the information that you have. 

Well, that’s a wrap.

Watch the full talk show with Captain Noam Alon on customer experience in the airline industry in the 7th episode of the CX See Why show.

You can download the full report here - Global Airline Industry Trends: Customer Review Analysis of Top 12 Airlines Worldwide