customer service in the aviation industry
DESCRIPTION
Customer Service in the aviation industry. P3. Plan for today. Module Overview. Recap of P1 and P2. - PowerPoint PPT PresentationTRANSCRIPT
Plan for todayTime Topic
9.30-10.00 Recap of P1 and P2Learning outcomes today
10.00-10.45 P3 Meeting customer needs
10.45-11.00 Break
11.00-12.30 P3 continued importance of meeting customer needs
12.30-1.30 Lunch
Module OverviewWeek No Week
commencingTopic
1 12 Sept P1
2 19 Sep P1
3 26 Sep P1 and P24 3 Oct P35 10 Oct P4, P5, P6, M1 D16 17 Oct P4, P5, P6, M1 D1
7 24 Oct PresentationsHalf term
8 7 Nov P79 16 Nov P810 23 Nov P9 M2, M3, D211 30 Nov Role-plays12 5 Dec Role-plays13 12 Dec Role-plays
Christmas Holidays
Recap of P1 and P2
Ryanair will deliver their perceived customer service of cheap
seats, safe, secure and on-time flights but anything else the
passenger may require will be offered at a cost. In comparison,
British Airways would be expected to deliver a high standard of
customer service at various degrees throughout their different
classes.
Task 3 (provides evidence for P3)
• Explain the importance of meeting aviation customer needs • You should explain the importance of meeting customer needs
to both the organisation and the customer. You must include information for the three customer types listed below, their needs and the levels of customer service. You must include examples from aviation organisations.
• Three types of customer (demographic, cultural, special)
Learning outcomes for today
Identify the needs of specific customersExplain the importance of meeting
aviation customer’s needs
Introduction to P3Why is it important to meet customer needs in aviation?
• To ensure repeat business• increase customer loyalty• Ensure the organisation has a good public image• To ensure that the organisation has an edge over the
competition• Increase sales, profit, provide jobs
Introduction to the importance of meeting customer’s needs• Customers are the centre of our business
• Without them we could not survive
• Effective customer service is essential
• Keeping new and existing customers happy is absolutely vital to our business
Different types of customerTask (10 mins)• In small groups discuss the different types of customers listed
below and explain what products and services are provided to meet their individual needs
• Demographic• Cultural• Special requirements
Consider different levels of service that are provided
Individual needs of passengersTask (5 mins)• By class• Frequent flyers• Vips• Cips• Medical conditions• Unmins• Families with young children• Disabilities• Nervous pax• Special diets• Special requirements• Standby pax• Non English speaking• Elderly passengers• Business passengers• Leisure passengers• Wheelchair passenger
• Look at the list and decide which of the three passenger types (demographic, cultural and special requirements) they would be described as
• Explain at least two reasons why and how an aviation organisation could meet the needs of these passengers
Explain the importance of meeting customer needs and level of service for the two
examples
Frequent Flyers Disabled Passengers
Cultural Awareness• Research cultural awareness by looking at different behaviours
in different cultures e.g greetings, foods eaten main religions
Disability Etiquette quiz• Research disability etiquette at
http://www.uni.edu/equity/DisabilityEtiquette.shtml
And think of a question to ask the other members of your group
Commercially important passengers
• Executives of corporate firms who use one specific airline for all their business.
• One who contributes the most revenue for an airline
• eg – Barclays use British Airways
Medical conditions• Airlines can accommodate passengers with
certain medical conditions such as
• Those requiring oxygen• Those with broken limbs
Nervous passengers• Choice of seat ie- window or aisle• Crew to talk over take-off and landing, noise
levels, turbulence, etc• Reassurance
Special diets• Airlines can meet the needs of those customers
with dietary requirements• VGML• VLML• KSML• MOML• DBML
Cultural• Ensuring that you are not causing offence to anyone through
not knowing certain behaviours are part of their culture e.g. not eating certain food or clothing
Special requirements• Foods e.g. nut allergies – ensure no items containing nuts are
served on the plane • Visually impaired passengers - Introduce to cabin crew count
rows to emergency exit • Seats with extra leg room for PRM’s if not by an emergency
exit. Tall people may also request extra leg room.
Products and services• Flights• Food and beverages• Car parking• Children’s services• Disabled facilities• Frequent flyer clubs• Range of ticket types• Special cargo services• Medical services
Explain the importance of meeting customer needs• To the organisation
• Customer loyalty• Promotes positive image• Attracts new customers• Gains competitive advantage• Improves staff morale• Keeping existing customers satisfied• Increasing customers’ loyalty• Ensuring repeat business• Enhancing an organisation’s image• Providing an edge over the competition• Increasing sales and usage by attracting new customers• The consequences of poor customer service for the customer, the staff
and the organisation
• A happier working environment
• Job satisfaction• Higher self esteem• Possibility of promotion• Good team spirit• Clear guidelines• Job satisfaction• Incentives & possibility of
promotion• Praise & thanks
Importance to the employee
Safe, Secure & Happy Working Environment• If the Airline is run efficiently, the
customers are happy …..
• If the customers are happy – the staff are too ….
• Your workforce is the heart of your business
• Front-line staff are the window of your company
• Unhappy staff reflect an unhealthy business
Explain the importance of meeting customer needs• To the customer
• Satisfaction• Loyalty• Inform others
• Meeting individual customers’ needs
• Exceeding customers expectations
• Safe and secure environment for internal and external
customers
Customer Loyalty• Customer Satisfaction leads to customer loyalty…
• It costs 3 times more to gain a new customer as it does to keep an existing one.
• It makes sense to keep your customer happy….
Customer Loyalty …….• Means repeat business …………….
• Repeat business means Airline organisations can make a profit and be sustainable
Airline profitability• Leads to re-investment and improved standards of customer
service
• It also means airlines can be innovative in a highly volatile and competitive aviation market
Recap of P3 – Quiz • Q1: Name two facilities offered for families with young
children • Q2: Name two ways of meeting the needs of a nervous
passenger • Q3: Name two reasons why it is important to meet customers
needs • Q4: How much more does it cost to gain new customers than
keep existing ones? • Q5: Name three reasons meeting customer needs is important
to employees?