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United Airlines enhances elite traveler satisfaction with personalized service initiatives

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United Airlines enhances elite traveler satisfaction with personalized service initiatives
Research
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View from the Wing | View from the Wing

United Airlines has excelled in celebrating customer milestones, such as million-mile achievements, during flights. The airline also encourages flight attendants to enhance the passenger experience by offering to hang jackets in first class, limiting galley noise, delivering pre-departure beverages upfront, and most importantly, thanking customers for choosing United.

According to a memo cited by Live and Let’s Fly, specific elite recognition onboard results in a significant 45-point difference in customer satisfaction. The memo states: “Did the flight attendants recognize your MileagePlus status? Year-to-date, FA Satisfaction is 94.8 when Global Services and Premier 1K customers answer yes to this question versus 50.3 when they answer no. That is a ~45-point difference!”

Premier customers (Silver, Gold, Platinum, 1K, and Global Services) are considered extremely valuable to United Airlines. Many of these customers fly with United frequently. Flight attendants are encouraged to use their devices to identify GS/1K customers and offer them a Choice Menu item and their first drink on the house.

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Research from American Airlines indicates that two primary factors influence a first-class customer's likelihood to recommend the airline: receiving a pre-departure beverage and being addressed by name. When passengers receive expected services and recognition, they are more likely to recommend the carrier.

Recognizing customers as individuals by addressing them by name and thanking them for their business can make air travel feel more personal. This human touch contrasts with the often impersonal nature of air travel where interactions are increasingly digitalized.

An example of personalized service is shared from an experience with American Airlines' ConciergeKey program where premium service agents would meet members at the gate, walk them to the plane, and thank them personally—a stark contrast to simply scanning a boarding pass.

With tens of thousands of employees interacting with customers daily, each employee can serve as an ambassador for the brand. Uniforms matter as does having a product employees can be proud of; encouraging staff-passenger interaction is equally important.

While it is challenging to mandate personal interactions consistently across all flights, United Airlines strives to provide onboard and in-airport milestone recognition effectively. They aim to improve expressions of gratitude onboard through words of encouragement for staff efforts.

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