How can all parties work together to create joined up experiences for air passengers?
Many passengers have disjointed experiences. This is primarily because different departments own separate parts of the passenger experience. For example the sales department will oversee ticketing, whilst another will design the in-flight experience, not to mention the plethora of partners and other service providers involved in food, beverage and retail. As a result passenger experiences are often fragmented and inconsistent.
People working in aviation are aware of the various stakeholders involved in orchestrating a passenger’s travel experience e.g. airline, airport, handler, caterer, police, customs, immigration, retailers, etc. However, most customers don't know where the responsibility of one begins and ends. They effectively morph into one in the mind of the customer.
When something goes wrong customers don’t want to waste their time tracking down the responsible party, they just need the problem solved. Creating such customer-facing boundaries between companies, pushing customers through a responsibility chain is exhausting, and a zero sum gain for the companies involved.
Successful aviation companies acknowledge the importance of establishing solid partnerships. They must not see themselves as logistics or engineering companies alone, but as hospitality providers instead. If you shift the focus towards welcoming, entertaining and supporting passengers (i.e. as guests) the service provision is transformed.
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