United Airlines enhances elite traveler satisfaction with personalized service initiatives

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.