How quality creates customer satisfaction in aviation

Sam Miles Date published: Jun 23, 23

When it comes to customer satisfaction in aviation there is an obvious focus on safety as the paramount priority. A shaky record when it comes to safety is, of course, a curse on the reputation of any airline. However, customer satisfaction levels have fluctuated massively in the last few years and creating customer satisfaction in aviation extends beyond just the safety of the flight itself.

Customers often have a good variety of choice when it comes to who they fly with, and poor quality in any aspect of their journey can lead to negative publicity and bad reviews, that result in your airline becoming second or third choice. Alternatively, high quality levels become their own unique selling point, a way to create peace of mind within your customer base, and a point with which you can stand out against your competitors.

Quality and customer satisfaction - expectations have changed

The Covid-19 pandemic caused a mass amount of disruption and damage to the aviation industry, with travel restrictions dropping passenger levels in 2020 down by 60% compared to 2019 [1]. However, less flights also meant less disruption at the airport, shorter queues, and a more personalized service. This meant that satisfaction in air travel among passengers reached an all time high [2] during the pandemic. Now as flight numbers have almost returned to pre-2020 levels, the expectation of universal high quality remains.

Exploring drops in customer satisfaction levels

In North America, passenger satisfaction levels declined sharply according [3] to a recent study by J.D.Power. Another report published by the UK civil aviation authority also found a drop in satisfaction levels and the reasons in both studies were the same:

• Expense/Cost of Living

The report by J.D. Power found that “Cost is a driving factor in satisfaction as average ticket cost rises 20%”. Similarly, the report by the UK CAA found that “satisfaction with value for money has also declined sharply,” and that “younger people are significantly more likely to cite budget constraints as a barrier to flying.”

Due to the cost of living crisis, people are opting to avoid air travel and, for those who do consider a holiday, may find the price of their ticket has increased significantly compared to previous years. Therefore passengers are now expecting a very high level of service, in line with the increased costs.

• Cancellations and/or disruption to flights

Naturally, cancellations and disruption to flights are another main reason for the decline in customer satisfaction levels. The UK CAA report states that “61% of recent flyers said they experienced some kind of travel issue, the highest proportion since tracking began” and that, “unsurprisingly, those who experienced travel issues or disruption on their most recent flight are significantly less likely to be satisfied with the overall travel experience than those who do not (73% vs. 89%).”

Airlines are still struggling with staff shortages, having reduced staff numbers dramatically during the pandemic. So, while demand for air travel has quickly increased, airlines haven’t been able to keep up with the demand in terms of staffing.

What's more, uncontrollable disruptions such as difficult weather conditions have also been a major cause of cancellations in the past year.

How to improve customer satisfaction in aviation with a QMS

Safety and quality go hand-in-hand when creating a satisfying customer experience. A digital QMS that integrates into your SMS is a partnership that will allow you to streamline your processes and increase your efficiency without compromising on safety. Here are a few of the most common problems that airlines face and how a QMS can help you turn these pain points into strengths.

Training and staff retention

Staff shortages were at the heart of the disruption in 2022 and recruitment will continue to be a focus for the aviation industry as we move through 2023 and beyond. When bringing on new staff, it is crucial to get the onboarding right; training staff effectively means you avoid errors down the line. It's also important that your staff feel prepared for the stress and challenges of the environment they are about to enter.

With the Training Module in Ideagen Quality Management you can build bespoke training programmes for your staff, set up with prompts and alerts so no session is ever missed. Training records are stored in a centralized library and you can add new courses at the touch of a button to plug potential skill gaps within your workforce.

Efficiency and clear communication

One of the main causes of sub par customer service is due to poor communication among your workforce, as well as a lack of efficiency in your processes. Ideagen Quality Management helps you improve both these areas. The document module gives you a secure, central repository for all your policies and procedures. It provides a single source of truth and controlled documentation so there is no confusion over which version is up-to-date and correct.

With Issue Management you can quickly respond to issues and complaints and build custom templates for any type of issue you face. Those forms can then be accessed from a laptop or tablet by any of your staff, including cabin crew and on ground, for quick and easy reporting that is uploaded directly into Ideagen Quality Management, saving time and reducing errors. You can then set up best practice workflows so that no issue is ignored.

An integrated approach to risk management

Naturally, safety is the number one concern when it comes to air travel. But, when it comes to risks and incidents, there is also undoubtedly an impact on customer satisfaction. Aside from the clear impact that proactive risk management has on the ultimate priority, the safety and wellbeing of passengers and staff, it also prevents delays due to mechanical failure. Additionally, it will help you to avoid the fallout of bad press associated with accidents and incidents during air travel. Customers want to fly with an airline that they know they can trust and that they feel safe in the air with.

With a safety and quality management system you can create a centralized risk register, covering any type of risk that your organization may face. Risk visualization, risk management frameworks, and tools like color coding and scoring helps you to create visual outlines of how hazards are controlled within your business and, ultimately, helps you to make smarter decisions when it comes to mitigating and minimizing risk. This will create a safer and smoother journey for your passengers.

Want to find out more about what other innovations will impact on improving customer satisfaction in aviation? Download our guide to the 10 Key Focus Areas for the Future of Aviation below.

[1] Airline industry - passenger traffic worldwide 2004-2022 | Statista

[2] Airline satisfaction at record high despite pandemic | The Hill

[3] 2022 North America Airline Satisfaction Study | J.D. Power (jdpower.com)

Want to find out more about what other innovations will impact on improving customer satisfaction in aviation? Download our guide to the 10 Key Focus Areas for the Future of Aviation