You’ll look forward to Lift-off
If Lift can sustain its customer service levels, there is no doubt it could end up as South Africa’s most popular airline.
The carrier, now just over a year old, has thus far sustained it and turned me into a repeat customer.
Economy or premium, you feel like you’re more than just a seat number and the pricing isn’t bad either. Usually.
Lift belongs to charter company Global and operates Airbus A320 aircraft.
Chief executive Jonathan Ayache has said his mission had everything to do with customer experience, and the company is getting it right.
After all, beyond a price tag, a seat on an aircraft between Joburg and Cape Town is pretty much a seat. Since the advent of low-cost airlines, traveller expectations have become more focused on getting to a destination in one piece than paying for unnecessary frills.
Lift is a hybrid airline. A middle path between a premium carrier and a budget operator. But flying with the team in either class is mostly an experience that makes the reasonable price tag you’ve paid a slightly greater pleasure. And user experience starts with booking.
Lift’s website is easy to use and upselling has, thankfully, not become spam yet. Try booking on EasyJet or Ryanair in the UK, it’s upsold pollution to the max. Keep it simple, keep my custom.
The only place where it becomes a challenge is post-transaction changes.
I’ve paid, but
I want to change my flight. And – unless I just have not figured it out yet
– it seems I have to first cancel my seat on Lift and then rebook, while my money goes into an e-wallet at the airline.
It’s great, in a way, but equally as annoying if all I want is a time change on one of my travel legs.
At the airport, check-in is pleasant and efficient. Members of staff take the time to look at my identification and greet me by name. This is consistent at both airports, Johannesburg and Cape Town.
Lift’s boarding procedure at the airport is efficient. Premium guests to the left, cattle class to the right.
And this is where the user experience for premium passengers hit a dead end, except when using an air bridge. Everyone’s herded onto the same bus and hustles to get on board first, as overhead locker space always becomes a bun fight when checked bags are payable.
If I pay more for my ticket, give me a separate bus and the privilege to access stowage first.
On board, the crew is friendly and have a fantastic sense of service while taking care of safety.
On three of my four flights on Lift, overhead space was a challenge. But the crew made a plan, and on landing, located my bag and once even fetched it for me.
The smiles are real, the willingness to help, authentic.
In economy, the seat pitch is reasonable and it feels more spacious than on other airlines, budget or full service.
Lift’s premium class offers the same seat size, but with the middle seat blocked off. It’s comfortable, either way.
The carrier also started serving drinks and snacks. It’s included in your ticket price.
In premium, the flight from Johannesburg to Cape Town saw a plate service with three blobs. A quiche, an orange blob and a green blob. It was disappointing.
But going home, it was great. A decent portion of nuts, biltong and delicious cheesecake. I asked for seconds, and was served as much as I wanted sans naysaying from crew. It was instant forgiveness for the blobs. Just don’t try give it to me again.
Overall, travelling on Lift is a great experience, as much as two hours bulleting through the sky in a metal tube could be.
The staff try to make you happy, the product is good and this is why every flight I’ve been on has been close to full.
Lift is nurturing a return customer base of note. Let’s hope they keep it up.