PwC Survey Finds Travelers Want Airlines to Act Like Consumer Retailers
Consulting firm PwC has published a new survey, Experience Radar 2013, which highlights how airlines can curry favor with customers by acting less like airlines and more like consumer retailers.
Five key areas emerged at the forefront of customer expectations for airlines, including listening to feedback, improving comfort, and connectivity, the hot-button issue of the moment and the bane of travelers. The survey was conducted across international business and leisure travelers.
Whether it's the choice of more legroom, advancing to the head of TSA lines or connectivity during flight time, air passengers want to be the driver behind these decisions and want airlines to pay attention. "One approach does not fit all," said Jonathan Kletzel, U.S. transportation and logistics leader for PwC. "Various consumer segments, ranging from senior executives to budget-minded leisure travelers have different preferences and opinions on what constitutes great traveling experiences. Those airlines that understand the true value drivers among each flyer segment will be best-positioned to compete and drive returns on their investments through enhanced products and services."
The other areas of customer experience included DIY technology options for business travelers who are 1.8 times more likely than leisure travelers to use mobile apps for routine booking tasks. That didn't eclipse contact with airline staff for problem solving.
Bundled fees are the fifth area where consumers still do not see eye to eye with airlines. While airlines have seen increased profits as a result of ancillary service fees, passengers prefer not to pay multiple times. What is bundled in the air ticket seems to depend purely on economy versus premium travelers.
