4 Recap of P1 and P2Ryanair 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 needsYou 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 customersExplain 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 businessincrease customer loyaltyEnsure the organisation has a good public imageTo ensure that the organisation has an edge over the competitionIncrease sales, profit, provide jobs
8 Introduction to the importance of meeting customer’s needs Customers are the centre of our businessWithout them we could not surviveEffective customer service is essentialKeeping 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 needsDemographicCulturalSpecial requirementsConsider different levels of service that are provided
10 Individual needs of passengers Task (5 mins) By classFrequent flyersVipsCipsMedical conditionsUnminsFamilies with young childrenDisabilitiesNervous paxSpecial dietsSpecial requirementsStandby paxNon English speakingElderly passengersBusiness passengersLeisure passengersWheelchair passengerLook at the list and decide which of the three passenger types (demographic, cultural and special requirements) they would be described asExplain 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 FlyersDisabled Passengers
12 Cultural AwarenessResearch cultural awareness by looking at different behaviours in different cultures e.g greetings, foods eaten main religions
13 Disability Etiquette quiz Research disability etiquette atAnd think of a question to ask the other members of your group
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 airlineeg – Barclays use British Airways
16 Medical conditionsAirlines can accommodate passengers with certain medical conditions such asThose requiring oxygenThose with broken limbs
25 CulturalEnsuring 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 requirementsFoods e.g. nut allergies – ensure no items containing nuts are served on the planeVisually impaired passengers - Introduce to cabin crew count rows to emergency exitSeats 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 servicesDisabled facilitiesFrequent flyer clubsRange of ticket typesSpecial cargo servicesMedical 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 organisationCustomer loyaltyPromotes positive imageAttracts new customersGains competitive advantageImproves staff moraleKeeping existing customers satisfiedIncreasing customers’ loyaltyEnsuring repeat businessEnhancing an organisation’s imageProviding an edge over the competitionIncreasing sales and usage by attracting new customersThe consequences of poor customer service for the customer, the staff and the organisation
30 Importance to the employee A happier working environmentJob satisfactionHigher self esteemPossibility of promotionGood team spiritClear guidelinesIncentives & possibility of promotionPraise & 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 businessFront-line staff are the window of your companyUnhappy staff reflect an unhealthy business
32 Explain the importance of meeting customer needs To the customerSatisfactionLoyaltyInform othersMeeting individual customers’ needsExceeding customers expectationsSafe 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 serviceIt also means airlines can be innovative in a highly volatile and competitive aviation market
36 Recap of P3 – QuizQ1: Name two facilities offered for families with young childrenQ2: Name two ways of meeting the needs of a nervous passengerQ3: Name two reasons why it is important to meet customers needsQ4: 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?