Maritz(R) Poll Reveals Customer Experience Wins and Losses for Airlines and Airports
ST. LOUIS, June 27 /PRNewswire/ -- As the summer travel season heats up, a new study conducted by Maritz Research -- a world leader in market research -- reveals where airlines could improve their customer experience.
"Competing on price is no longer an option for airlines," said Rick Garlick, director of consulting and strategic implementation at Maritz Research. "Instead, airlines and airports must consider enticing and satisfying customers in other ways, such as potentially creating a family seating section, pumping-up frequent flier programs or serving healthy or gourmet cuisine -- all aspects of a customer's experience. The key is determining what customers really want."
Customer feedback will vary from airline to airline; however, findingsof the Maritz(R) Poll, which surveyed those who have flown in the last six months, include:
- Fliers Vote For a Segregated Family Section -- Nearly three-fourths (73 percent) believe that there should be a family section on airplanes.
- Frequent Fliers Find Flights Frequently but Aren't Pleased with Restrictions -- Contrary to popular belief, the survey found that of those who attempted to redeem airline miles for flights, eight out of 10 (80 percent), were able to get a seat on a flight that fit their desired travel plans. However, frequent flier programs are still a sore spot for the majority of respondents with 67 percent of those who were able to get a seat saying that their opinion of airlines is negatively affected by the tightening of policies regarding miles expiring.
- The Majority is Against Cells in Flight -- Although some people can't seem to live without their Blackberries and cell phones, popular opinion is that fellow fliers should continue to disconnect during flight. More than half (56 percent) of poll respondents indicated that allowing cell phone use during flights is a bad thing. Twenty-seven percent said it was a good thing, while 16 percent did not have an opinion.
- More In-flight Legroom or Food, Anyone? -- When asked which two services or options they'd be willing to pay extra for, respondents overwhelming chose extra leg room (63 percent) and food (42 percent)
- Other Food Findings -- One-third (34 percent) of first-class travelers say that they would be more inclined to fly with an airline that offered gourmet food with a well-known chef in the first-class section. In addition, when asked about healthy dining options in airports, 57 percent said airports didn't offer enough options for travelers. Also, if healthy and fast-food options were offered in the airport, nearly seven in 10 (69 percent) said they'd choose to eat healthy.
"Airlines and airports are part of the hospitality industry," said Garlick. "Other areas of the hospitality industry, such as hotels and amusement parks, take the customer experience seriously. They create a welcoming atmosphere, train their employees to deliver impeccable customer service and adapt to meet the wants of their customers. Airlines and airports should follow suit."
