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SkyTeam, the global airline alliance partnering Aeroflot, Aeroméxico, Air France, Alitalia, Continental Airlines, CSA, Delta Air Lines, KLM, Korean Air and Northwest Airlines, sets itself apart by offering an exclusive experience for all passengers. Issued monthly, SkyTeam NewsFlash provides media with key updates and insights on alliance activities.
This month, NewsFlash dives into the SkyTeam customer experience. To further delve into this topic and highlight SkyTeam’s commitment to meeting customers’ expectations, we sat down with some members of the team that brings the customer experience to life for SkyTeam travelers: Mike Carney of Northwest and Claire Garnier of Air France, members of the SkyTeam Product Team; Amy Hubler, SkyTeam business analyst, Northwest; and Charlie Pappas, SkyTeam manager, Northwest.
Q. SkyTeam prides itself on being in tune with its customers wants and needs and has adopted the tagline “Caring more about you.” How does SkyTeam gain insights and monitor customer expectations, so that it can continually deliver on this promise?
MC: SkyTeam conducts on-board flight surveys year-round to determine customer expectations and gain insights into individual elements of the customers’ overall experience. The results of these surveys are compiled quarterly and reviewed by senior-level executives at each member airline. We create quarterly customer care reports by consolidating data produced by each of the ten carriers. We also take into consideration all customer remarks that are mailed in.
CP: The surveys explore all aspects of travel, such as: ease of connections; frequent flyer program participation; airport amenities; informed assistance by airline employees; ease of check-in; distance traveled between gates; basically, the entire SkyTeam experience. This critical insight helps us continue to deliver a hassle-free travel experience.
SkyTeam has an extensive global network that connects all major business centers in the world. We fly where you want to go. Throughout the network, we want to ensure our customers’ expectations are met and exceeded. As a result, we focus on offering simple check-in for connecting flights, accessible and convenient lounges, industry-leading frequent flyer program benefits, and helpful and informed employees.
Q. How do you use the information received from these customer surveys?
MC: Well, our focus for 2007 mirrors the requests of our customers, found through survey and customer care results. Our concentration is in four distinct areas: transfer product, which is basically hassle free connections; airport services; loyalty program enhancements; and e-services, Internet and self check-in.
CG: E-services allow customers to be in control of their travel, which customers consider very important. Actually, in the December 2006 on-board surveys, we had a 90 percent satisfaction rate, meaning customers were able to utilize our alliance technology to ease check-in for their flights. This speaks to the alliance’s dedication to advancing its services as technology advances.
AH: From the surveys, we also found that customers want carriers to have knowledgeable staff. Thus, we established the Ambassador Program to further educate our respective airline employees on the importance of the alliance for each member carrier. The program was developed as a result of customer feedback that all employees were not equally familiar with the other airlines within the alliance. The program serves as a resource for employees of our ten members to work more cohesively. The goal is to consistently educate and communicate with frontline employees who interact with passengers daily. In turn, passengers will benefit from knowledgeable, positive and helpful frontline employees.
Q. Other than SkyTeam’s on-board surveys, are there other ways you receive information regarding customer satisfaction?
CP: SkyTeam has been recognized as “Best Airline Alliance” by Global Traveler Magazine’s annual reader’s survey of business travelers for the last two years. The magazines’ reader voted in 2006 because of the strong emphasis SkyTeam has placed on expanding the network, as with the addition of new members, such as Aeroflot, which became a member in April 2006; and China Southern, which will join in late 2007 and three new associate members who qualify for joining in 2007. These types of acknowledgements affirm our strategies for delivering on our customer commitment.
Q: What is the one thing you want SkyTeam customers to know?
CG: Our major interest is the customers’ reaction to their overall SkyTeam experience. We want them to understand that we are listening and taking their recommendations seriously, as we strive to reinforce our commitment to “Care more about you.”
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