Introduction:
A study conducted by The Independent has revealed it takes a flight delay of just 64 minutes for passengers to see red and in the era of social media, it takes less than seconds for this frustration to be published onto multiple social platforms, causing a significant amount of reputational damage to an airline and the aviation sector.
Disruptions are inevitable in the aviation industry, which must mitigate both internal and external factors whilst conducting intricate operations, often neglecting the passenger experience. In this blog, we will delve into how to prevent disruptions from negatively impacting traveller experience by adopting an efficient disruption management framework.
1. Personable Communication
First and foremost, throughout the travel process, it is paramount for airlines to ensure effective and transparent communication is issued across a variety of accessible channels, whether that be leveraged across a mobile app, SMS alerts or social media platforms providing accurate flight time updates and relevant travel information to mitigate traveller anxiety and frustration.
Technology is broadly embraced by passengers overall; however, when faced with the unforeseen circumstances of aviation disruption, passengers are more inclined to reach out for assistance from human support and a more personable touch. Research conducted by CMAC Group, surveyed 1,100 travellers who had taken a return flight within the past 12 months, with a staggering 82% promoting the superiority of human support as opposed to technology in times of disruption.
Unlike automation, humans have the advantage of truly engaging with each other, offering an empathetic approach to a situation where we understand the gravity and stress it can induce. Within the aviation industry, a face-to-face interaction between an experienced ground staff member and a troubled passenger will greatly empower the trust and loyalty of an airline, providing the opportunity for an employee to make a difference, in turn strengthening passenger satisfaction and proactively managing expectations.
2. Flexible Re-booking Policies
With the increased volume of aviation disruptions, including delays, re-arranging flight schedules and cancellations, the aviation sector should be compelled to revise their re-booking and accommodation policies to provide alternative arrangements. Flexible and convenient measures can be implemented by arranging alternative flights, providing transport and overnight accommodation for those experiencing extended delays, and offering bonus air miles or vouchers to put towards a future flight. These notions should be offered across the aviation landscape for those experiencing disruption, with the intention of regaining any loss of trust between traveller and airline whilst highlighting that passenger-focused approach.
However, our research suggests that airlines may be falling short of their duty of care obligations, with a majority of 53% of passengers stating that their airline did not provide either travel or accommodation solutions. Times of disruption should be taken as a prime opportunity for airlines to showcase how their dynamic blend of customer-orientated solutions and an operationally swift turnaround gives an advantageous edge against how their competitors may react in a similar scenario, ultimately reinforcing customer loyalty.
3. Automation and Technology Investment
Integrating technology into aviation has improved all cornerstones of the industry including the passenger experience, increased efficiency of operations, cost reductions and enhanced safety precautions.
Digital technologies have enabled advanced solutions to obtain greater passenger experience. Through each touchpoint of an airport, digital self-service measures minimise the travel process through online check ins, baggage drop and trace, and immigration and e-gates, technology has transformed airport operations and the passenger experience by offering guidance through an unfamiliar environment whilst extending the opportunity for independent navigating.
During times of disruption, the trajectory of technology in aviation not only accelerates the recovery time of an operation, it also allows passengers to receive prompt, honest time updates regarding their flight schedule, gate changes and other relative travel information via mobile apps or SMS alerts. Personalised means of digital communication present the opportunity to empower passengers by making better-informed decisions, potentially arranging alternative travel solutions if necessary or at the minimum ensures they are kept ‘in the loop’ regarding their travel plans, consolidating the trust built between airline and passenger.
4. Post – Disruption Engagement
Following on from cases of disruption, it is imperative to re-engage with the customer after a disappointing experience, demonstrate condolences, and express a genuine interest in sourcing the root cause of the grievance and taking accountability. Reaching out to passengers, proactively communicates that feedback is welcomed and will be utilised in creating a contingency plan to provision the risk of the incident arising again.
It is inconceivable to rule out any form of disruption within the aviation sector, due to the unpredictable nature, however both passenger and airline can empower each other by openly communicating, further fostering a standard of inclusiveness and genuine care for customer experience.
A new response to disruption:
We’ve established that aviation disruption encompasses many forms of operational challenges; delays, diversions and cancellations are inevitable.
CMAC Group’s specialist disruption management solutions, use a holistic, seamless approach to provide your passengers with exceptional face to face customer service intertwined with swift, innovative tech-driven transport and accommodation operations, exceeding all expectations and guaranteeing your airline the competitive edge.
Working round the clock, 24/7, our team's expertise defines our passion and undoubted ability to tailor our solutions to meet your time-critical requirements, especially during unprecedented circumstances. Our robust aggregated transport fleet provides accessibility and variation, alongside our extensive network of hotel accommodations, once again securing a streamlined travel solution procedure and ensuring great satisfaction for both airline and passenger.
Contact our dynamic team at hello@cmacgroup.com for further insights into how we can empower your passengers' experience and revolutionise operations across the aviation landscape.