I’ve had cognizance of the airline industry in one way or another for over 35 years and if there is one thing that stands out the most, it’s the inability of the industry around the world to manage their PR.  The truth is, airlines are PR challenged and most couldn’t put positive spin out there for themselves even if it involved a direct competitor failing. 

Airlines have done a terrible job when it comes to political lobbying and they mirror that performance with the flying public.  The industry is bullied and overtaxed on a regular basis but the airlines response is often to get boisterously defensive in the public arena.  If there is one thing I know, it’s that you will not beat a politician when it comes to a public argument. 

Politicians are very saavy at this game and they know how to throw an airline under the bus way better than airline knows how to load a piece of luggage.  It’s second nature to them and because of how the airlines handle themselves, they frequently become a target that politicians can use to score points. 

Airlines are the opposite of, say, defense contractors.  They do not know how to spend their money, make friends with politicians or how to make themselves important to a politicians consituents.  When they do try, it makes one cringe frequently.   As a result, airlines and their customers suffer greatly for it. 

What’s worse is how airlines handle themselves with their customers.  Airlines are always in a defensive crouch and certain that their customer is trying to one up them.  When accused of poor service, particularly in a public forum, their response to either go silent or to lash out in a manner that just seems mean.  The poor responses to public problems often stun me with their lack of empathy for the very people who ensure their business viability.

In one sense, airlines know that they sell a commodity in a fairly free marketplace and that passengers are overwhelmingly making their choices based on price first and schedule second.  Airlines know that many people will be abused for years before changing airlines and voting with their pocketbook.  Consumers are to blame here in their drive to save $10 instead of actually paying for what they say they want most:   service.

The recent Alec Baldwin incident on American Airlines and Leisha Haley incident on Southwest Airlines causes me to pause and ask a question of the airlines.  Do you not understand that employing some humour in these moments can greatly defuse the situation?

I’m always leery of these incidents because while I think there is always a grain of truth in what these celebrities are complaining about, I also think that their public behaviour is atrocious.  It is the behaviour of a 3 year old rather than an adult and I resent that out of people who gotten past the age of 30. 

Furthermore, I would argue to the airlines, you really do not have to be all things to all people.  If someone has truly acted up on your plane, defuse it publicly with humour and ask the person to not fly your airline again.  It is, after all, your house. 

There is a flip side to this, though.  I have noticed airlines adopting what I would call an interesting lean towards espousing “family values” in what they expect from their passengers.  This shows just how naive an airline can be.  We all like to think that we’re “average americans” in this world but the truth is, damn few of us really reflect that picture when it comes to the “family values” image. 

We’ve all got skeletons in the closet.  It truly is a diverse world that we live in.  It bothers me considerably that a Muslim doesn’t fit within that picture.  Nor does a gay or transgender person.  Nor do many other non-Northern European races. 

And that’s wrong.  When you ignore that reality, you are actually ignoring the *majority* of your potential customers, not some small minority.  It comes as no surprise to me that many minority groups travel by airline far less than that white male/female segment.  The problem is, when you tally up all those minority groups, they encompass a group of people that greatly outnumber that white male/female segment.

In short, it’s bad business to try to enforce those values onto your customers. 

By the way, inappropriate sexualized conduct on a plane is always inappropriate.  I think that any adult over the age of 16 really does know what is and isn’t appropriate for what is a public area albeit enclosed with a fuselage.  If you don’t. don’t be surprised when you get chastised for the behaviour. 

Furthermore, when the rules say you can’t do something, you can’t do it.  Not being able to play a game on your smart phone during takeoff isn’t an infringement on your “rights”.  It’s a rule and a rather smart one at this time.  If research and circumstances change, I’m sure the rules will to.  But the customer needs to quit acting like a know-it-all jackass in this area.

Airlines could stand to evaluate their policies more completely and in the context of the times.  All too often, they lag far behind of developments in the world and try to fit square pegs into round holes.  It’s an unsatisfying experience for all.  Every airline is guilty of this but some do behave better than others. 

In the end, I cannot fathom why airlines do not do a better job of distinguishing themselves with better responses to their customers and government in the public.  This isn’t an industry hidden from most of the public.  To the contrary, it’s one of the most visible service industries out there.  But airlines are ham-handed at best when it comes to dealing with PR challenges.

Filed under: Airline Service by ajax