While not the first time United Airlines has asked flight attendants to step up efforts in recognizing frequent flyers, its latest reminder underscores United’s effort to transform its customer service model.
United Airlines Wants Flight Attendants To Provide More Customer Recognition
A detailed memo written by John Slater, Senior Vice President of Inflight Services, and shared with Live and Let’s Fly notes:
One area that has significant room for improvement is customer recognition. As consumers ourselves, we all appreciate feeling special or recognized for our loyalty. Our premier customers are no exception. Acknowledging our customers’ special occasions, milestones and MileagePlus status takes only a moment and keeps these customers loyal to United. It also sends a great message to the customers in close proximity that it pays to be in the club.
Speaking as a regular flyer on United, I’m not going to lie – I do enjoy being “acknowledged” when in the air. The other day I flew from Los Angeles to Denver and the flight attendant came up to me during boarding, thanked me for being 1K and offered me my choice of breakfast entrees. The lady sitting next to me and the couple across from me were not offered a choice (apparently the eggs are much more popular than the waffle). While I’d like everyone to get their choice (hello pre-ordering), I was happy to receive my choice.
Even more striking, when I visited the United Club in Denver the agent checking me warmly thanked me for my 1K status. As I nodded and headed up the escalator, she called out. “And thanks for being a MillionMiler too! We greatly appreciate you!”
I’ve long argued that little words of encouragement like this are exactly the correct approach. First, they cost United nothing and make passengers smile. Second, they do foster long-term loyalty. It may be schedules and pricing that first draws you in, but it is great service that makes you stay. And it is poor service which turns people away…
Incidentally, the memo lauds flight attendants for stepping up in the following three areas:
- Welcoming passengers at the boarding door
- Proactively assisting with passenger baggage and managing overhead compartment space
- Being visible and engaged throughout the flight
Feedback is based upon NPS scores, United’s new metric for tracking customer service.
> Read More: United Airlines Shifts Focus To Net Promoter Score (NPS)
CONCLUSION
It’s one thing to send memos and another thing to put those memos into practice. But memos are an important starting point in helping to gradually change the customer service paradigm.
Slater added:
Not surprisingly, customer satisfaction data shows the importance placed on customers being welcomed onboard and made to feel like a guest.
Maybe start by calling passengers guests rather rather than customers?
United’s on the right track and memos like this are having a practical effect on in-flight service. But giving flight attendants the tools to deliver not just smiles but a quality product will ultimately make the most difference.
> Read More: United Airlines Implores Flight Attendants To Recognize 1K Members
Great article Matthew! While you were in Denver, did you get any info on the East United Club closure? There are signs outside of it saying it is being remodeled, any idea how long it will take?
Two clubs in Denver wasn’t enough, can’t imagine how busy the one is now while the other one is offline.
I’ll post a review soon on Denver West…wow, it was so packed. Miserable, really.
The new East Club will be done next year and be two-floors. There’s also a new A club coming that will likely include a Polaris section.
Wow!!! That’s great!! Polaris!?!? Are you sure? So, that means more TATL flights out of DIA RIGHT? What about Polaris iad??
That’s not correct Matthew, not sure who told you that but they were wrong. There are no plans to include a Polaris component to the DEN United Clubs on B (or the new club on A). Both B West and B East will eventually be 2 story 36k sq ft clubs each, but they will have a mix of new seating and brewery concepts. There’s been talk of a Polaris Lounge on A (which is where most if not all Intl flights will ultimately depart from) but there are no immediate plans for that. Just not enough UA Intl flights to justify Polaris yet.
I was told this by someone I trust. It won’t be a separate lounge, but a dedicated area for Polaris passengers with a higher level of service.
Their information is bad, that is not part of the current design. All long haul Intl flights will leave from the new A West gates so there would not be any reason to have an elevated Polaris service component in the new B lounges
Bob, you are correct. I clarified my info and the Polaris section would be in A, if installed. Apparently construction is ahead of schedule and it may open early.
I like passengers the best. Guest are ok. Customers is the worse word other than calling us the enemy.
Personalized service is a good goal except I do not like them addressing me by name. The exception is once, I kept seeing the same gate agent that she started calling me by name even before seeing what my name is. She was employed by a regional airline. When the mainline airline was planning to start service, I asked about it. She said they just started taking applications that week. I offered to write her a recommendation letter, which I did. She was hired but probably not because of my letter.
I’d be happy if they can Fingerspelling my name since I am Deaf 1K Flyer.
@Matthew – probably good to clarify that the breakfast choice wasn’t just limited to your specific flight that day (as a result of a happy crew)…GS, then 1K, then front to back is the (latest) official policy for a couple years now
Correct!
Hi Matthew, thanks for the personalized service update. For getting into United Clubs on US domestic flights, besides getting Star Alliance Gold on a non-United airline, what is you best recommendation? Apply for the United Infinite Club card?
Either that or the Air Canada status match.
Quit treating us like cattle…. More leg room I’m only 5’7 yet I can’t stretch my legs out even have way normally especially if the person in front leans back. Flying today is much more unpleasant than it was 40 years ago.
That product is available. It’s called first class and economy plus. People of your ilk just don’t want to pay for it. It’s as simple as that.
On the rare occasion there is a not full flight, inevitably and especially nowadays, the empty seats are in economy plus. Guess what?? Everyone wants to sit there but don’t want to pay for it.
Look, I am all for trying to save a buck but too many times people are looking for something for nothing. It burns me. Maybe people are getting to used to “free” stuff. The harsh reality is that stuff isn’t free…….
The worst is people with small kids buy basis economy tickets then demand seats together. ♀️
I have to add flying today is indeed way cheaper, adjusted for inflation, than it was 40-50 years ago. Fact.
Have you tried flying in the 777 in Y with 10-across?
Yeah, I had tolerable leg room in E+ for my 6 hour flight, but it was literally impossible not to have my arm flush against my neighbor’s arm for the entire duration. Not much one can do about having a normal adult male sized shoulder span.
We in fact had the great luck of having three 6+ ft adult males in our row, so the guy in the middle seat was getting pressed upon by both sides. I felt terrible for him.
So my workaround has been to book J pretty much exclusively as you suggested, but let’s not pretend that airlines aren’t constantly cutting down on the product they offer in order to save a buck.
And despite being fortunate in that I can usually escape to the front of the plane, it sure would be nice to even have the option to fly in Y in something other than excruciating discomfort if I did need to hop on a last minute flight.
Remember the good times,flight attendants was a Elite,now anyone can be flight att, g
That last point was a really good one! Calling people guests instead of customers. I will definitely be changing up my verbiage when doing my announcements! Thanks for that tip!
I was on a United flight several months ago. I overheard a flight attendant wish a passenger a happy birthday which I thought was interesting and sweet. The attendants must have that info on their device. The passenger responded not with thank you, but “So do I get a free drink?” Sometimes a simple and gracious acknowledgment is not responded to in a a simple and gracious manner.
On my UA flight last week, the FAs were actually wonderful, attentive, and helpful. The Dragon Lady (with her gold scarf) at the desk at the United Club was however the same old just plain UA nasty. It is still not quite a “service” business.
As a flight attendant for over 38 years I can tell you that great customer service begins when the airline treats it’s customers well. Promise the world but not deliver. If you treat your employee’s with the same attitude you treat your customers they will do the work for you….
LOL. Should they also be told to say please and thank-you? The Asian airlines must look at this and just laugh.
I was on United on Saturday SEA-SFO and back on Sunday. On Sunday afternoon I visited the United Club near gate 77 — oops, E1. The attendant greeted me when I arrived and scanned my boarding pass, and thanked me as I left. Nice.
SEA-SFO does not have food service, but beverages are offered, including wine and beer (but not liquor). I don’t know about first class – I was in Economy Plus because I’m happy to pay to avoid the crowding back there in steerage.
Make that gate F5 at SFO. This long time native San Franciscan is not used to the gate renumbering there yet. And I wish Seattle had more United service – it is an endpoint city, not a hub. Alaska and to some extent Delta own the place.
I’m also still used to the old gate numbering at SFO!
I’ve noticed on several international flights of late the purser thanking me for my loyalty. Same if I’m on the phone. It’s a nice touch, when it’s sincere, but it’s not a big deal if they don’t either.
Perhaps a title renamed passenger attendant might assist with their mindset.
I just flew from Seattle to fort Lauderdale on United first class. We were very unhappy with the service. We won’t be on United again. They were very unfriendly and difficult.
Kevin, what city did you connect in?
I was a UA flight attendant starting in 1972 and I retired in 2012. There was a time when you could ask the onboard crew to do all of the above (and more). Before the Company decided to lay out on paper EXACTLY haw a service was to be done (and discipline anyone who didn’t follow the guidelines). And it sure didn’t include time for ‘meet and greets’. Then consider the fact that UA often has half or more of the crew assigned to the flight just hours before. That means that maybe half the crew is unfamiliar with the service (or the way the CP wants it done). Since my retirement, I’ve noticed that the airlines seem to have a hard time finding the ‘right’ people for the job. Well, it was the Company that almost destroyed the crew’s ability to effectively interact with passengers. Flight Attendants have been turned into the ‘police force’ aloft. You had the right people at one time, you don’t anymore. Until UA can get the onboard crews support for such ‘services’, it won’t happen. When it comes to getting employee cooperation (in ANY area), United management just plain sucks. A real case study in employee/management relations.