United Airlines' failure to go the extra mile for a customer is one example of how not responding to a major complaint in today's digitally focused age can spiral out of control publicly. The epic fallout from high profile service instances like this, demonstrating a lack of adequate customer support, means that now more than ever service provided by airlines is under intense scrutiny. Airlines are constantly under pressure to not only meet but fly above their customer’ expectations.
The new competitive advantage for airlines is delivering humanity in service, at all customer touch points. This means arming frontline staff, breaking down internal silos and allowing social to inform business decisions. Airlines that are attempting to capture, understand and win the travelers of 2018 are faced first with the prospect of having to initiate a personalized experience. You can’t just cruise on autopilot when it comes to servicing digital passengers. With air travel often embedded in very emotional life moments, exemplary customer care is the ticket to customer loyalty.