In Passenger Security

The Christmas Day terrorist attack on Northwest Airlines flight 253 led to a number of immediate and inconvenient changes in passenger security, which were poorly communicated, and at times, poorly enforced.

For several days after the attack, passengers were inconsistently subjected to full body searches before boarding, were denied the use of electronic devices or blankets during flights, and were not permitted to stand or use the bathroom during the last hour of travel on international flights. The President referred to the event and its aftermath as “a systemic failure.” Delta Air Lines publicly diverted attention by criticizing the government, and so began a less than entertaining round of the blame game.

But, when it comes to airline security, Americans don’t care about blame.

They just want to feel safe, secure, and comfortable while flying. Clear and simple communication is the best way to foster a customer experience that mitigates fear and confusion while building consumer trust. Unfortunately, the message between homeland security and airline personnel has, at times, been disconcerting and aggravating. It is, however, an ideal opportunity for airlines to work more closely with the federal government to relieve passenger stress —not add to it.

It is possible that the events surrounding flight 253 may not be the last time that a gap in counter-terrorism and intelligence surfaces. But transparency on the part of homeland security and airline personnel may shift consumer attitudes away from the confusion and inconvenience of flight rules and toward an attitude understanding and trust.

Essentially it’s a case where, clarity translates to comfort.

In Customer Loyalty Programs

Loyal frequent flyer Kenneth Miller experienced the loss of nearly 101,000 miles (originally without an expiration date) with Delta Air Lines at the end of 2009. When Delta refused to reinstate them, he wrote to a nationally syndicated travel column.

He claimed the miles disappeared without any warning. While Delta reserved the right to make changes to their terms, Mr. Miller said that their efforts to “go green” left him without paper statements or notice of those changes. He had been saving his miles for a trip with his wife to celebrate their 20th anniversary, which he feels has now been “shattered.”

Here’s an instance where legal obfuscation and lack of clarity cost an airline one of its most valuable customers—and earned them a bad reputation in the press.

As these cases illustrate—the brand is the passenger experience… For each of the private and public sector organizations involved in these cases, public perceptions have been harmed, and the black eye extends it stain to the reputation of air travel as a whole. Only through transparent processes and plain talk can the industry’s reputation be repaired. Change is inevitable, but clearly communicating those changes is key to guiding customers and stakeholders through a smooth transition.

Thomas Mueller is the global director, dynamic media for Siegel+Gale.