My advice for United
United Airlines has been hammered in the press on its decision to forcibly remove a passenger from a flight to make seats available for United crew members. The worldwide attention to this event highlights how United’s customer service compares unfavorably to that of other airlines. Any frequent traveler has experienced how United’s corporate revenue goals have taken precedence over the basic need to treat every guest with dignity and respect.
It is clear employees at other airlines are empowered to make decisions on the spot to treat their guests with more basic kindness and compassion.
The CEO wields tremendous power to set the tone for kindness, compassion and outstanding guest service. United CEO Oscar Munoz can transform his company through his words, actions and attitude. Executives who put customer service first will have a more committed workforce and higher customer satisfaction. I have seen firsthand the benefits of this with Alaska, Jet Blue, Southwest and Virgin America.
Here’s what Munoz needs to say to his employees: 1. A great guest experience is our first priority. We are committed to treating our passengers fairly and with dignity. That commitment is the key to our future success. 2. To know our guest experience, United executives must experience it. They will be required to fly as a regular passenger on United and other airlines. Booking, modifying and canceling their own tickets will give them a personal look at how our experience compares to that of other airlines.
3. United executives need to hear directly from customers. My team will observe customer focus groups worldwide about the guest experience.
4. Alaska Airlines, JetBlue and Virgin America outpace United in customer ratings, as reported by the U.S. Department of Transportation. My executive team needs to study why their passengers report such high levels of customer satisfaction.
5. I am committed to providing a great place to work. I will assemble employee teams for improving customer service and ensuring that passengers and employees are always treated with respect. Front-line employees often have the best feedback on steps that we should take to improve the guest experience.
6. I am establishing a guest service and technology innovation lab in the San Francisco Bay Area — one of our largest hubs — consistent with the practice of transportation industry leaders such as Ford and Airbus.
Corporate values that embrace kindness, compassion and guest services start with the CEO and the executive team and travel down through the ranks of employees to directly affect the experience for hundreds of millions of passengers. Change starts at the top. At United, it can’t begin too soon.