Customer
Service in
the
aviation
industry
P5,P6,M1
Plan for today
Time
Topic
9.30-10.00
Recap of P4
Learning outcomes today
10.00-10.45
P5 review different customer service
models appropriate for use in the aviation
industry
10.45-11.00
Break
11.00-12.00
P6 Compare customer service strategies
developed by aviation organisations
12.00-12.30
M1 Analyse how customer service
provision is implemented in aviation
organisations
Module Overview
Week No
Week
commencing
Topic
1
12 Sept
P1
2
19 Sep
P1
3
26 Sep
4
3 Oct
5
10 Oct
6
17 Oct
P1 and P2
P3
P4, P5, P6, M1 D1
P4, P5, P6, M1 D1
7
24 Oct
Presentations
Half term
8
7 Nov
9
16 Nov
10
23 Nov
11
30 Nov
Role-plays
12
5 Dec
Role-plays
13
12 Dec
Role-plays
P7
P8
P9 M2, M3, D2
Christmas Holidays
Recap of P4
Task 5 (provides evidence for P5 and P6)
Review different customer service models appropriate for use in the aviation industry
Compare customer service strategies developed by aviation organisations
P5
You must produce a Power-point presentation in pairs which reviews different
customer service models appropriate for use in the aviation industry.
P6
You must compare service strategies developed by aviation organisations. You
must research a minimum of two aviation organisations and compare their customer
service strategies. An example could be comparing a low-cost scheduled airline strategy
as opposed to that for a full service scheduled airline.
In this presentation, please also include methods of communicating with customers, using
examples from aviation organisations:
Task 6 (provides evidence for M1)
To achieve M1, you must examine the provision of customer service in at least two
aviation organisations and analyse how it is implemented.
Learning outcomes for today
List different customer service models
appropriate for use in the aviation
industry
Compare customer service strategies
developed by aviation organisations
Presentation Skills
• Please consider the tips on the factsheet
when delivering a presentation
• Your presentation will be assessed
• You will receive feedback from your tutor
and the rest of your peers
• The presentation should be a maximum of
10 minutes and include 10 slides or less
Customer interfaces
ways of communicating with
customers
Premium rate
numbers
On-line services
Mobile & Text
E-check-in
Fax
Text
Letters
E-mail
Methods of communicating with
customers
Work in four groups. Each group to summarise the different
methods of communicating with customers and feedback to the
rest of the group.
• face to face
• written, e.g. letter, email
• telephone
• web based
Customer Service Models
• Customer Relationship Management (CRM)
• Institute of Customer Service – world-class customer service
• RATER model
• RESPECT model
• Moments of Truth
• company-developed models
CRM
In response to this new environment, aviation organisations are
undertaking initiatives focussed on identifying, developing and
retaining high-value customers, under the overall banner of
customer relationship management or CRM.
Customer Relationship Management is a strategy which focuses
on creating and maintaining lasting relationships with its
customers.
CRM
In response to this new environment, aviation organisations are
undertaking initiatives focussed on identifying, developing and
retaining high-value customers, under the overall banner of
customer relationship management or CRM.
Customer Relationship Management is a strategy which focuses
on creating and maintaining lasting relationships with its
customers.
CRM
• Customer relationship management (CRM) is a widely
implemented model for managing a company’s interactions
with customers.
• The overall goals are to find, attract, and win new customers,
service and retain those the company already has, entice
former clients to return, and reduce the costs of marketing
and client service.
CRM
• Customer relationship management describes a companywide business strategy including customer-interface
departments as well as other departments.
• Measuring and valuing customer relationships is critical to
implementing this strategy
CRM
• Customer relationship management describes a companywide business strategy including customer-interface
departments as well as other departments.
• Measuring and valuing customer relationships is critical to
implementing this strategy
Institute of Customer
Service – world-class
customer service
The Institute of Customer Service is the professional body for
customer service. The main purpose is to lead customer service
performance and professionalism. They are a membership body
with a community of more than 350 organisational members from across the private, public and third sectors - and over 5,000
individual memberships
Institute of Customer
Service – world-class
customer service
Activity: Follow the link to the ICS website to the ‘about us’ page
and find out what they do and how they support their
customers.
Summarise the information and feedback
http://www.instituteofcustomerservice.com/453/About-us.html
RATER Model
Zeithaml, Parasuraman &
Berry
• RATER is a service delivery quality framework
• RATER focuses on the dimensions of customers expectations
• The RATER factors help provide specific dimensions which can
be used to analyse and measure customer expectations.
RATER
Model
• Reliability
•
•
•
•
"Do what you say you will do, reliably and consistently"
Relates to timeliness, consistency, regularity, accuracy
Assurance
"I need to be confident of the knowledge and courtesy of your staff"
Relates to competence, knowledge, respect, credibility, honesty,
confidentiality, safety, security
Tangibles
"Make sure your facilities, equipment, communication materials
look attractive and are user friendly"
Relates to appearance of facilities, staff, communication facilities
Empathy
"Treat me as an individual, in a caring and empathic way; understand
my needs"
Relates to access to staff and information, clear, appropriate and
timely information, individualised attention
Responsiveness
"Be flexible and willing to help me; resolve my problems promptly
and effectively"
Relates to prompt service, willingness to help, problem resolution
RATER Model
• In groups
• You are the owner of a new airline-rate the points of the
RATER scale in order of importance to your airline and explain
your reasons for your decision
• Thinking about an existing airline, state the order of
importance of the RATER scale to them
RESPECT Model
Paul Marciano
•
•
•
•
•
•
•
Responsive
Educate
Solve
Personalize
Empathize
Courteous
Teamwork
• See full brochure
• http://www.paulmarciano.com/wpcontent/uploads/2010/07/Paul_Marciano_RESPECT_Custome
r_Service_7-7-10.pdf
Moments of Truth
In any customer service procedure there are several points
when customer awareness of the quality of customer service is
particularly high.
These points have a greater effect on customer perceptions of
the customer service they have received. It is usually
appropriate to pay particular attention to these moments of
truth because they form customer opinions about customer
service as a whole.
Moments of Truth
'Moments of truth' means the points in a transaction, service
delivery or customer relationship at which customer
expectations are at their sharpest and most demanding
e.g. airlines - as you reach check-in, settling down for take-off
etc.
e.g. restaurant - waiter takes order, food arrives at table
Moments of Truth
What a customer remembers about a service is not just
dependent on the usual suspects of first and last impressions. It
is dependent on the "moments of truth", a phrase coined by Jan
Carlson from Scandinavian Airlines.
For an organisation in the service industry, there may be twenty
or thirty moments of truth in its provision of service. A moment
of truth is when an interaction occurs between a customer and
the service provider that can leave a lasting positive or negative
impression on a customer.
Moments of Truth
Moments of truth in the hospitality industry, for example, will
undoubtedly include, but not be limited to, booking the room,
check-in, check-out, dinner reservations, dinner ordering, dinner
presentation, eating (quality and quantity of food) and laundry
receipt.
Understanding the moments of truth that are important to an
organisation's customers by segment is the key to understanding
what is good customer service
Moments of truth
• Think of all the points of a customer journey where there
could be ‘moments of truth’
Company developed models of
customer service
P6
P5, P6 and M1
• You must compare service strategies developed by aviation
organisations. You must research a minimum of two aviation
organisations and compare their customer service strategies.
An example could be comparing a low-cost scheduled airline
strategy as opposed to that for a full service scheduled airline.
• In groups: spend 5 minutes discussing which airlines you could
compare in your presentation
• In pairs :begin your research for P6 and ensure that you
understand P5 in order to include this in your presentation.
You must include a minimum of two of the models from P5 in
your presentation
• Please include M1 in your presentation
Presentation P5, P6 and M1
A customer service strategy covers, for example:
• new and existing customers
• different customer interfaces
• training requirements for staff at different levels
• links to organisational business model
You must compare at two different customer service strategies
Points that may be included in
a customer service strategy
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
•
Organisation procedures and strategies
Customer loyalty schemes
Employee Training
Advertising
Monitoring of customer feedback
Company image/reputation
Consideration of customer needs
Employee incentives
OTP
CRM
KPI’s
Benchmarking
Use of technology
Monitoring of consistency of quality of service
Customer profiling
Updating company policies and procedures
Presentation P5, P6 and M1
M1 Analyse how the provision is implemented in the
organisations that you have researched