1. Customer Service in the aviation industryP3

2. Plan for today Time Topic 9.30-10.00 Recap of P1 and P2
Learning outcomes today
P3 Meeting customer needs
Break
P3 continued importance of meeting customer needs
Lunch

3. Module Overview P1 P1 and P2 P3 P4, P5, P6, M1 D1 Presentations P7 P8
Week No
Week
commencing
Topic 1
12 Sept P1 2
19 Sep 3
26 Sep
P1 and P2 4
3 Oct P3 5
10 Oct
P4, P5, P6, M1 D1 6
17 Oct 7
24 Oct
Presentations
Half term 8
7 Nov P7 9
16 Nov P8 10
23 Nov
P9 M2, M3, D2 11
30 Nov
Role-plays 12
5 Dec 13
12 Dec
Christmas Holidays

4. Recap of P1 and P2
Ryanair will deliver their perceived customer service of cheap seats, safe, secure and on-time flights but anything else the passenger may require will be offered at a cost. In comparison, British Airways would be expected to deliver a high standard of customer service at various degrees throughout their different classes.

5. Task 3 (provides evidence for P3)
Explain the importance of meeting aviation customer needs
You should explain the importance of meeting customer needs to both the organisation and the customer. You must include information for the three customer types listed below, their needs and the levels of customer service. You must include examples from aviation organisations.
Three types of customer (demographic, cultural, special)

6. Learning outcomes for today
Identify the needs of specific customers
Explain the importance of meeting aviation customer’s needs

7. Introduction to P3 Why is it important to meet customer needs in aviation?
To ensure repeat business
increase customer loyalty
Ensure the organisation has a good public image
To ensure that the organisation has an edge over the competition
Increase sales, profit, provide jobs

8. Introduction to the importance of meeting customer’s needs
Customers are the centre of our business
Without them we could not survive
Effective customer service is essential
Keeping new and existing customers happy is absolutely vital to our business

9. Different types of customer Task (10 mins)
In small groups discuss the different types of customers listed below and explain what products and services are provided to meet their individual needs
Demographic
Cultural
Special requirements
Consider different levels of service that are provided

10. Individual needs of passengers Task (5 mins)
By class
Frequent flyers
Vips
Cips
Medical conditions
Unmins
Families with young children
Disabilities
Nervous pax
Special diets
Special requirements
Standby pax
Non English speaking
Elderly passengers
Business passengers
Leisure passengers
Wheelchair passenger
Look at the list and decide which of the three passenger types (demographic, cultural and special requirements) they would be described as
Explain at least two reasons why and how an aviation organisation could meet the needs of these passengers

11. Explain the importance of meeting customer needs and level of service for the two examples
Frequent Flyers
Disabled Passengers

12. Cultural Awareness
Research cultural awareness by looking at different behaviours in different cultures e.g greetings, foods eaten main religions

13. Disability Etiquette quiz
Research disability etiquette at
And think of a question to ask the other members of your group

14. Very Important Passengers

15. Commercially important passengers
Executives of corporate firms who use one specific airline for all their business.
One who contributes the most revenue for an airline
eg – Barclays use British Airways

16. Medical conditions
Airlines can accommodate passengers with certain medical conditions such as
Those requiring oxygen
Those with broken limbs

17. Unaccompanied Minors

18. Families with young children
Extension seatbelts
Bulkhead seats
Bassinets
Bottle warming

19. Passengers with disabilities

20. Nervous passengers Choice of seat ie- window or aisle
Crew to talk over take-off and landing, noise levels, turbulence, etc
Reassurance

21. Special diets
Airlines can meet the needs of those customers with dietary requirements
VGML
VLML
KSML
MOML
DBML

22. Special requirements Religious More legroom
Extension seatbelts for larger passengers

23. Airline Employee Standby Pax

24. Meeting customer’s needs -demographic
Families
Business passengers

25. Cultural
Ensuring that you are not causing offence to anyone through not knowing certain behaviours are part of their culture e.g. not eating certain food or clothing

26. Special requirements
Foods e.g. nut allergies – ensure no items containing nuts are served on the plane
Visually impaired passengers - Introduce to cabin crew count rows to emergency exit
Seats with extra leg room for PRM’s if not by an emergency exit. Tall people may also request extra leg room.

27. Products and services Flights Food and beverages Car parking
Children’s services
Disabled facilities
Frequent flyer clubs
Range of ticket types
Special cargo services
Medical services

28. Explain the importance of meeting customer needs based on expectations, e.g perceived needs

29. Explain the importance of meeting customer needs
To the organisation
Customer loyalty
Promotes positive image
Attracts new customers
Gains competitive advantage
Improves staff morale
Keeping existing customers satisfied
Increasing customers’ loyalty
Ensuring repeat business
Enhancing an organisation’s image
Providing an edge over the competition
Increasing sales and usage by attracting new customers
The consequences of poor customer service for the customer, the staff and the organisation

30. Importance to the employee
A happier working environment
Job satisfaction
Higher self esteem
Possibility of promotion
Good team spirit
Clear guidelines
Incentives & possibility of promotion
Praise & thanks

31. Safe, Secure & Happy Working Environment
If the Airline is run efficiently, the customers are happy …..
If the customers are happy – the staff are too ….
Your workforce is the heart of your business
Front-line staff are the window of your company
Unhappy staff reflect an unhealthy business

32. Explain the importance of meeting customer needs
To the customer
Satisfaction
Loyalty
Inform others
Meeting individual customers’ needs
Exceeding customers expectations
Safe and secure environment for internal and external customers

33. Customer Loyalty Customer Satisfaction leads to customer loyalty…
It costs 3 times more to gain a new customer as it does to keep an existing one.
It makes sense to keep your customer happy….

34. Customer Loyalty ……. Means repeat business …………….
Repeat business means Airline organisations can make a profit and be sustainable

35. Airline profitability
Leads to re-investment and improved standards of customer service
It also means airlines can be innovative in a highly volatile and competitive aviation market

36. Recap of P3 – Quiz
Q1: Name two facilities offered for families with young children
Q2: Name two ways of meeting the needs of a nervous passenger
Q3: Name two reasons why it is important to meet customers needs
Q4: How much more does it cost to gain new customers than keep existing ones?
Q5: Name three reasons meeting customer needs is important to employees?