“A college student flying Basic Economy today may become a loyal MileagePlus member flying Polaris in the future.”
So says John Slater, the Vice President of Inflight Services at United Airlines. As United takes delivery of new aircraft and expands it global network, it is again reminding flight attendants that their kind words and attentive service are critical for building lifetime loyalty.
United Airlines Reminds Flight Attendants That Loyalty Is Built Over A Lifetime, But Every Interaction Matters
A memo was forwarded to me from Slater which focuses on how flight attendants play a critical role in the long-term success of United Airlines.
During last week’s earnings call, Untied CEO Scott Kirby said:
“The most important part of our product is our people. We are in the people business, and we are about connecting people and uniting the world. I often say that our flight attendants are the face of United Airlines; they spend the most time with customers. There’s nothing that matters as much as how customers feel about United Airlines.”
Following up on that admonition, Slater explained:
“You set the tone and elevate the customer’s travel experience with a smile and warm “Welcome aboard.” Your unique United brand of service contributes to our growth and long-term success as customers continue to make us their airline of choice.”
To effectuate that goal, Slater urges flight attendants to think about the long-term loyalty proposition and how every interaction can influence it:
“We want to think of everyone’s – our customers and colleagues – journey and longevity and how United will provide them with a memorable experience throughout their lifetimes.”
The Disconnect Between Flight Attendants And United Management
But the elephant in the background is the unresolved contract. As flight attendants at American Airlines move closer to striking, United Airlines may not be far behind. United has restored service to pre-pandemic levels while not restoring pre-pandemic staffing levels on its longhaul flights. Whether that is fair or not is not my concern here. My concern is that it does create resentment and comparatively more work for flight attendants today. Most, however, still manage a smile, but it is tough to rally the troops when they feel they are not given sufficient resources to do what they are asked to do.
That is the tension that United must internally resolve if it ever expects its service to be industry-leading.
CONCLUSION
United has reminded its flight attendants of the importance of friendly service onboard. I quite agree that this is essential and can make all the difference in the world in terms of how someone perceives the airline.
But I also see the bitterness of flight attendants who reason that while pilots have secured a lucrative pay raise, they are left waiting. No matter the merits of that belief (a real pilot shortage versus no flight attendant shortage), that belief is real and runs as a headwind against the stated goal of providing world-class service onboard.
image: United Airlines
I find it refreshing to see something referencing loyalty other than “What have you done for me right now?”
Of the US majors, though, I do find United to have the best staff in general right now. Even better I think than Delta as of late.
Have to agree with your second statement at least from my experience of longhaul flights with DL and UA. UA have been more consistent than DL.
I recently flew from SFO to HKG on UA and then flew on EVA from HKG to TPE. What a start contrast between these two airlines. UA FAs were grumpy. But on EVA, absolutely refreshing, the FAs were considerate and pleasant. US airlines have a long ways to catch up.
During last week’s earnings call, Untied CEO Scott Kirby said:
Subliminal, accidental, or on purpose?
100% corporate bullshit.
Every giant corporation says “our people are our most valuable asset.” Until they decide to screw those very people. Then they’re just shat on.
Talk is cheap, whiskey costs money. Kirby is maintaining his bean counter street cred by foisting off responsibility on employees while screwing them on pay and staffing. Did he ever restore the bonuses that he took from employees? I’d call them his people but he certainly doesn’t treat them that way.
But at least prices are low and the economy is great for the working class ( flight attendants) Some have not seen a pay raise in over 6 years and no cost of living adjustment offered. But hey smile your ass off while you try and pay your bills and feed your family. Scott & Slater how much were your bonuses for leading us through the plandemic?
If only they knew what a smile and a welcome is like, it sets the tone for the whole flight experience, it used to happen in the USA, but then wokeness took over. Flight attendants seem to think it’s all about them. It’s not kids. It’s about your bloody passengers so get on-board or GTFO. I also make a point of saying thank you to all of them when I receive a smile. Americans seem to grunt and groan at them which is why they are like they are.
“United has restored service to pre-pandemic levels while not restoring pre-pandemic staffing levels on its longhaul flights. Whether that is fair or not is not my concern here.”
Matt, you are normally very direct with your opinions, why are you now equivocating on a situation that’s obviously unfair?
I have found the American Airlines FAs based in Miami to be the most militant when it comes to customer service. What a god awful attitude!!
Now, I avoid AA to Miami and use B6 or WN at FLL airport. Such a different mindset.
Aviation Management and CEOs are seriously TONE DEAF when it comes to stuff like this. They spew forth how much they value their employees but their actions don’t reflect it.
They certainly have some work to do.
I was on a UA flight yesterday that was late due to maintenance. A FA went on the PA to share our arrival gate and gates for connecting passengers with commentary on gate distance, things like “that gate is in another terminal, you better run”. And then concluded the announcement with “I wish you ALL THE LUCK in the world”. I was shocked – that sounded so rude and sarcastic especially when the cause of the delay was maintenance. What a broadcast for 300+ people on a 777 to hear.
Yikes! What an anecdote! In the past when I didn’t make a connection because of an airline delay, I could at least dismiss it as them being not conscious of the stress it places on connecting passengers but here they’re joking about it. They should have at least notified the other aircrafts to give an additional 10 minutes.
That being said, my 2 cents: The FA’s have often had the nerve to call for cutting back service such as during the pandemic and yet then asking for more money. They have often taken out their frustrations on the passengers by reminding us “we’re here for your safety, so we can throw you off the flight if you offend us!” Who sympathizes with wardens?
@Matthew – what is the history of flight attendant labor negotiations respective of the hourly wage being based on cabin door closed to cabin door open? Was that an “innovation” of the unions or the airlines?
Paying based on those limited hours but stating that all service, even when the cabin door is open, is critical to revenue does have a scent of “required unpaid overtime”.
And I even agree with Kirby…the entire experience from booking through arrival is critical to loyalty and long term revenue. I’m just saying that the wage structure of the employees most responsible for the service component of the experience is out of alignment with that goal, and I’m curious which side is responsible.
Helios:
Technically, flight time pay is from parking brake release to parking brake set and applies to both pilot & FA flight time pay structures.
Hello Matthew…I am an International Purser for United and just want to convey how much I appreciate this article. You encapsulated the psyche of the United Airlines flight attendant. I am based at EWR where the international operation is highly dysfunctional. Aircraft arrive at the gate nightly…well past passenger boarding time w/out having been cleaned or catered. Local management then forces F/A’s to begin the boarding process before our bags are stowed; before our safety checks have been completed; and before pre-departure service duties can be set up. These internal systemic problems at EWR set F/A’s up for failure when striving to provide service excellence. Most of us genuinely care about providing great service, but the operational dysfunction combined with inflight service additions/amenities (that I fully support) have been added without any adjustment to pre-Covid staffing levels. As a result we as flight attendants are more stretched than ever before. (Ex: Pre-Covid designated galley F/A’s are now working 2 positions — both as galley F/A and aisle F/A). The United flight attendant corps were especially stung after the company presented a contract proposal that is more concessionary than our contract proposal during legacy United’s Chapter 11 Bankruptcy proceedings. This disrespect on the part of UA Management really hits hard at the core for the legacy-UA F/A’s like myself who lost our pensions during UA’s protracted bankruptcy. Thank you very much for highlighting our current reality.
I hear a lot of United F/A’s are leaving for Delta – which doesn’t have a Union.
Scott is not a nice man or a good people leader. Bring back Oscar, save United Airlines before there is no going back. The FAs loved Oscar so did the loyal United customers. And if anyone thinks Mileage Plus keeps us tethered to United anymore listen up United Management it does not. I’ve been loyal to United for 35 years, but all you care about anymore is that one time First Class paying customer. Deltas changes soured tons of loyal customers, I hope United isn’t kidding themselves. Once you fly the competition and realize it ain’t half bad loyalty towards an airline if gone and there is no going back. You miles for a free flight are unreal and no you don’t care United