Towards Customer Satisfaction Part 2: Resolving CSAT Challenges for Airlines
Customer satisfaction rates of airlines can be improved and customer relationship management efforts boosted thought minimal interventions. Here’s how Xerago did it
Customer satisfaction can never be important enough. In fact, businesses need to have a healthy level of obsession towards customer satisfaction in order to boost customer relationship management efforts. What better way to drive your business than with happy customers?
Customer satisfaction (CSAT), however, isn’t the same as customer service. CSAT is represented by the difference between expectations and perceptions of customer service received. Expectations are built based on a combination of factors such as personal needs, previous experience, word-of-mouth (WOM) promotions, communication that is both explicit and implicit, service reputation, personal beliefs and values and demographic group that one belongs to. Perceptions, on the other hand, are shaped by tangible aspects of product/service, reliability, responsiveness, assurance, empathy and recovery.
When a leading airline approached Xerago, they were seeking means to ensure that their customers don’t move on and a way to service the needs of the various segments of customers better thereby improving their customer relationship management program. We recommended that the airline implement our Customer Listening Program in order to identify service lapses, fix process loopholes and reduce transactional pain. As part of building a comprehensive CSAT index, we also believed that unexpressed needs and expectations needed to be identified in order to enhance quality of service.
On studying the flow of operations, Xerago identified 4 different kinds of service delivery gaps that could possibly arise:
- Customer expectations and management’s perception of these customer expectations
- Management’s perception of customer expectations and service quality specifications
- Service quality specifications and actual service delivery
- Service delivery and communication to customers about the service
What the airline needed was a framework that would check, at every level, if there were gaps in the service delivery. The framework that would ensure customer satisfaction would carry out the following:
- Study whether offerings meet customer expectations
- Check to see if the management’s understanding of customer expectation is correct
- Check the specific standards to meet customer expectations
- Check whether offerings meet management standards and expectations
- Check accuracy of information communicated to consumers
However, there were certain aspects that the client had to be aware of before embarking on the Customer Listening Program. Every customer is unique, thereby making their channel usage incongruent. Due to this, the evaluation of the CSAT process effort was to be carried out separately for every channel. Also the client had to ensure creation of service gap bridges and lock-in deals in order to retain acquired customers and discourage moving out.
To continue reading about how Xerago helped a leading airline solve its CSAT challenges, click here.
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