It seems to me that the major airlines in the United States have stepped over the line of customer service, and are holding customers hostage to price hikes, fees and reduction in service. I know, I know, the airlines are hemorrhaging cash, but should any company take out their problems on their customers?
It was reported today that Jet Blue will begin charging for pillows and blankets on flights over two hours in length. This is on the heels of US Airways announcing that it has begun charging $1 for coffee and tea and $2 for bottled water and soft drinks. Several airlines have begun charging passengers to check luggage and book tickets using their frequent-flier miles. Other airlines are considering stopping video entertainment on planes. Frequent flier club rooms are closing. And food service? Forget about it.
Will Americans stop flying in protest over these charges, reduction in services and fees? No.
Business travel will continue, families will go home for the holidays, and will travel on vacation.
Will consumers be hesitant to fly under these conditions? Will they look for carriers who seem to "care about" their customers? You betcha.
There's a cumulative affect of negative brand perception that may been the Death Nel for some major U.S. carriers.
The reduction in services, along with the increase in fees is surely eroding any brand loyalty among consumers during a time when economic times are tough for those who buy tickets on airlines.
In consumer terms: "If they don't care about my comfort, or my pocketbook, why should I care about them."
All these fees and reduction in services may be the airline's attempts at survival, but what if they cut costs, but there's no one left to by their tickets?
This may be an extreme thought, but I can't tell you how many people I know who are switching to Southwest and Virgin America out of frustration and disgust with how the likes of United, Delta and American have been treating them.
So, here's a unique and differentiating position for an airline: "We believe in our customers. We believe that profitability stems from having customers who are loyal and will stick with us during good times, and bad times. And, we know that the only way to keep that loyalty is to be a 'Customer First' airline. We love our customers, and it shows."
Is this a possible and probable positioning for any of the major airlines? Delta? United? American? Probably not. But Southwest Airlines has a shot at it.
Southwest has started using a marketing campaign message of "no fees" and continues to sport excellent customer service (by-in-large). They could credibly step up this attention-to-the-customer a bit and win over a huge portion of the population. With an increase in customers, they could expand routes, and ultimately take over where United, Delta, or American have faltered.
And, from a consumer brand perception perspective, it is not impossible for Delta or United or American to repair their damaged reputations. But is does take a ballsy, innovative executive who is willing to throw out the old playbook, and adopt a TRUE Customer First mentality.
