Carrier Airline
If you were running a low-cost carrier airline, what would you do to improve the flying experience?
We (AirAsia) are proudest of the fact that we've made the world a smaller place through our motto, "Now everyone can fly". And every day, we look for new ways to make the traveling experience better. If you were in charge, how would you improve the travel experience of low-cost carrier passengers?
Dear Tony,
If I were in your position of operating a low cost carrier, I would do the following to improve the flying experience for my customer.
1. Comfort (Hospitality and Boarding arrangement)
The first thing customer notice is the level of comfort provided by the carrier itself, as a low cost operator, customer will not demand too much regarding the size of seat pitch but would definitely enjoy the hospitality of friendly air crews and ground staff. Proper etiquette training are required to improve the standard of customer reception in airport and on the plane. Many customer might think that seats should be pre-allocated to maintain order, but i think this is unnecessary as pre-allocated seats required more resources and could only solve a small problem. The main problem of broading arrangement lies with passengers who carry a lot of hand luagage and takes time to put them into the luggage compartment above them. This is inevitable for most passengers. Hence the only rational way to increase boarding efficiency is by allowing passenger without hand luggage to board the plane first. Then when they are seated properly allow family travellers with elders and children to board orderly, finally the rest of the passenger.
2. Timeliness (Building an honest image that eliminates misunderstanding and miscommunication)
Many passengers have experience delays in their recent trips, some would blame the carrier for its inefficiency, others simply rants. From my experience as a passenger, i found out that delays are most frequently cause by two factors, bad weather and poor ground terminal coordination. As nobody can control the weather, we should not blame the carrier for its delay. But many passengers stranded at the airport are unaware of the situation, they are not informed duely and this cause misunderstanding and displeasure. I am sure if your ground staff can informed passengers regarding the real situation, it should be acceptable and protect the image of your company. As for ground terminal coordination, I refer to unexpected queue of delays from terminal operation sometimes cause by late check in or in other times cause by miscommunication from ground staff. This is something that can be minimized through proper planning, and I believe your company has done its best so far.
3. Convenience (To get to where you want to go the easiest way)
I realized that convenience means a lot of things to different people. Some prefer the effectiveness of technology, such as internet booking, some like good amenities and facilities in terminals. But above all, as a low cost carrier and not really a terminal operator, I believe the best policy for convenience is how you can provided easy access to the planes that carry them to their destination. By that I means transportation from cities to airport. I realized that this is complex issue to tackle with but I believe airasia has already taken the right step such as providing the skybus ferrying passengers from KL sentral to LCCT and maybe providing couch bus to singapore from senai airport. But if this type transportation arrangement can be implement in economically and effective way to airports where airasia have landing rights, I believe more will be eager to travel with airasia.
4 Customer Loyalty (Flexible pricing for business and leisure travelers)
I know that most passengers travel airasia because its very cost effective. But as more and more budget airline is competing in this region, customer will find choices harder to make. Although airasia enjoys an excellent brand name, it will face competitors that try to clone their success. To consolidate on its success, airasia need to provide innovative packages to boost customer loyalty. I give a few examples here.
(a) Create season pass for business travelers. As season pass means business travelers who fly frequently maybe like once or twice a month every year can apply for season pass tickets that set standard low price instead of fluctuating air fare that rewards earlier bookers. The reason for this demand is simple, business travelers need flexibility in time management, so it would help them get cheaper fare anytime to any place would be a big attraction to them. They might not need to lowest fare but they need a good rate that makes them comfortable to travel with you as a loyal customer.
(b) Group Booking for leisure travelers is a important element if your airline wish to attract them. Many leisure travelers do not travel alone, sometimes they feel that if they do group booking as they do in travel agents they save cost. Although group booking is available offline, why not make it more convenient as an online services. Other marketing program such as hotel booking can be treated together with group booking to attract leisure travellers. Customer loyalty cannot be done overnight, but if you try to understand customer needs and serve them appropriately, you will always be their first choice.
Finally to wrap things up, not everything i said over here are concern with the flying experience itself, but as a customer, I believe that user experience must be parallel to what your project in your publicity program. If you deliver as what your promise you gain creditability and that is all that matters
If you like more customer feedback email us and arranged a meetup, many will be eager to attend. Thanks
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