Customer Service In The Airline Industry: United Airlines
Customer Service and The Airline Industry: United Airlines
In the highly competitive airline industry, customer service plays a pivotal role in shaping airline reputation, customer loyalty, and overall profitability. The rise of overbooking practices, intended to maximize flight occupancy and revenue, has, however, led to significant customer dissatisfaction and public relations crises, exemplified vividly by the recent United Airlines incident at Chicago O’Hare Airport. This case study explores the nuances of customer service in the airline sector, focusing specifically on United Airlines, analyzing its shortcomings, leadership influences, competitive comparisons, and strategic responses to overbooking controversies.
United Airlines, one of the largest carriers in the world, has historically maintained a reputation for operational efficiency but has often struggled with delivering consistent high-quality customer service. The overbooking incident, where a passenger was forcibly removed from a flight due to overcapacity, revealed deep-rooted issues in customer relations, corporate morality, and leadership priorities. This event not only sparked public outrage but also prompted critical examination of United's customer service policies and corporate ethics.
The voices of United Airlines’ customers provide a stark perspective on its service failures. Several passengers expressed frustration and disappointment, describing experiences ranging from unhelpful communication to outright mistreatment. Lazarus (2017) captures some of these real voices, illustrating the tangible impact of poor customer service on passenger trust and loyalty. These experiences highlight that inadequate handling of overbooking practices and lack of empathy can escalate minor inconveniences into major reputational damages.
Analyzing the incident from a broader moral perspective, Martin (2017) argues that the crisis at United Airlines stems from the inherent morality of capitalism—prioritizing profits over human dignity. The eagerness to fill every seat at the expense of customer well-being reflects a systemic focus on operational efficiency rather than genuine customer care. This highlights that the core issue transcends individual policies, revealing a cultural mindset within corporate leadership that values financial gains more than ethical treatment of customers.
The leadership strategies at United also appear to influence service outcomes significantly. Hartung (2017) attributes the airline’s customer service failures to leadership's obsession with “operational excellence”—a focus on cost-cutting, efficiency, and process optimization—often at the expense of personalized customer care. These strategic priorities can inadvertently foster an environment where customer grievances are overlooked, and service is driven more by metrics than empathy.
Contrasting United Airlines' approach, Delta Airlines exemplifies a more customer-centric strategy. O'Rourke (2017) suggests that United could learn from Delta's emphasis on customer experience, including clearer policies, more transparent communication, and a genuine focus on passenger satisfaction. Implementing such lessons could mitigate future crises and rebuild trust with customers.
In response to the scandal, United Airlines announced ten policy changes aimed at improving customer service and addressing the issues highlighted by the incident. Than (2017) details these reforms, which include stricter policies on passenger treatment, better compensation protocols, and enhanced staff training. While these initiatives signal a positive step, their efficacy depends on genuine commitment and consistent enforcement, rather than superficial compliance.
To truly rectify its customer service challenges, United Airlines must adopt a holistic approach that integrates ethical leadership, a customer-first culture, and proactive service recovery strategies. This includes empowering frontline staff to make discretionary decisions that prioritize passenger well-being, investing in ongoing customer service training, and fostering a corporate culture that values dignity and respect over mere operational metrics. Additionally, embracing transparency and accountability can help rebuild passenger trust and restore the airline’s reputation.
Conclusion
The United Airlines overbooking incident underscores the critical importance of effective customer service in the airline industry. Addressing such crises requires not only policy reforms but also a fundamental shift in corporate values towards prioritizing human dignity and customer satisfaction. By learning from other industry leaders like Delta and fostering ethical leadership, United Airlines can turn this unfortunate event into an opportunity for meaningful improvement and long-term success.
References
- Hartung, A. (2017, April 19). Why United Airlines Abuses Customers: The Risks Of Operational Excellence. Forbes. https://www.forbes.com
- Lazarus, D. (2017, April 12). 'Get off or pay for another seat.' United customers share their bad experiences. Los Angeles Times. https://www.latimes.com
- Martin, J. (2017, April 11). The United Airlines debacle isn't about customer service. It's about the morality of capitalism. America the Jesuit Review. https://www.americamagazine.org
- O’Rourke, J. S. (2017, April 11). How United Airlines could take a customer service lesson from Delta. Fox News. https://www.foxnews.com
- Than, C. (2017, April 27). United Airlines Makes 10 Customer Service Policy Changes Following Unfortunate Incident. Inc. https://www.inc.com
- Solomon, M. (2017, April 17). From Broken Guitars to Broken Noses: Assessing The United Airlines Customer Service Fiasco. Forbes. https://www.forbes.com