Customer Centricity at American Air [1 of 3]

Abstract


This is a meditation on customer centricity, as regards American Airlines in particular, and the possibility of inserting a forwarding component into their marketing.



Extent to which American Airlines is Customer-Centric

American Airlines (and ostensibly all US based airlines) tend to be, strive for and at the very least communicate as well as they can their consumer emphasis. After all, stuffing oneself in an aluminum tube with a few hundred others and rocketing oneself through space, usually for hours at a time (and if you fly like this writer, usually in economy) in a relatively confined manner hardly seems attractive of itself. Long ago the discovery of marketing the destination shifted purview to the travel industry, not so much the airlines industry (though they once upon a time tried). Instead, they now speak of abstractions and hope the visuals, immaculate and Photoshop® perfected, will beckon (commercial flight has become a relatively even playing field).

Unfortunately, while they all effectively wish to be customer centric, for a variety of reasons they fall within rankings nonetheless. The most recent J. D. Powers & Associates rankings have American Airlines behind two competitors, and “about average” at that (J.D. Power and Associates, 2011).

If there is one legacy airline, most might well vote for Continental (though founded and commenced flying the same year (1934) American commenced flight, despite American’s founding four years earlier). In these times of economic hardship, there may only be room for the perception of one true legacy airline. This author is dismissing Alaskan Air as an outlier from an uneven playing field.

Nevertheless, one is easily able to Google issues and triumphs from every airline. This writing asserts they all do their best, having learned long ago that serving its customers as well as the larger arena of factors will allow is the best for which they can all hope.



Toward a more Customer-Centric Change

For far too long the airlines have relatively ignored the needs of children. In similar perspective to the politicians’ lip service that may kiss a baby, children neither vote nor pay for tickets. Too bad, they are customers, too. Moreover, their lack of attention has an effect on the flying experience of the other passengers, like it or not.

The possibility of sealing off the last row with relative soundproofing and one-way glass (so the steward/ess’ may maintain visual attention) would be a contextual start. It does not seem untowardly to charge an extra dollar or two to ride in a child friendly aircraft (which translates to marketing phrasing such as 90% quieter guaranteed, or some such). These usually five seats would target newborns to three year olds (with other considerations for older children to come).

Within this cocoon of sorts, a multimedia projection designed to maintain attention and relaxation becomes an opportunity for the psychiatric and artistic community to develop (perhaps as a contest grant). Synergistically, the audio clearly is equally an important aspect of this experience. The design likely would target both the reaction of relaxed engagement as well as actual sleep. The area is generally outfit to support the parent or guardian in attending the child; with changing tables, spare diapers, disposable bottles of milk, juice, teething cookies, etc.