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Satisfaction and Success

Guest post by: Jim Stovall

Article Overview: A recent consumer survey of satisfaction levels with respect to a variety of industries revealed that the airlines score consistently at the lowest levels of customer satisfaction. If you fly regularly, this will not shock you. I realize that with increasing regulations and skyrocketing fuel costs, the airlines are facing unprecedented challenges; however, it is important to note, with the same regulations and fuel prices, that one airline consistently scored good marks in consumer satisfaction.

Satisfaction and Success

A recent consumer survey of satisfaction levels with respect to a variety of industries revealed that the airlines score consistently at the lowest levels of customer satisfaction. If you fly regularly, this will not shock you. I realize that with increasing regulations and skyrocketing fuel costs, the airlines are facing unprecedented challenges; however, it is important to note, with the same regulations and fuel prices, that one airline consistently scored good marks in consumer satisfaction.

It is interesting to realize that Southwest Airlines was the only airlines with positive customer satisfaction and, at the same time, is the only airlines to consistently show a profit. When consumers were questioned regarding what they liked about Southwest Airlines, it was not the food and beverage service or the comfort of the seats or the convenience of travel. Instead, consumers appreciated the fact that Southwest Airlines took off and landed on time for a reasonable ticket price.

The lesson for you and me when it relates to customer satisfaction is to understand that there is no success without customer satisfaction, and there is no customer satisfaction without core competency. Core competency means that you provide the basic product and service at a level that meets the consumer's expectations.

In airline terms, it does not matter how comfortable the reclining leather seat may be or the high quality of the in-flight meal service if the plane does not get us to our destination on time. All of us can have a comfortable seat and a good meal at home. We patronize an airline to get us from point A to point B on time.

Once a business has solidified its core competency, it can then begin to add extra features that may create value in the perception of the consumer. If two airlines consistently arrive on time and charge what is considered a reasonable ticket price, then a myriad of other factors may come into play. If we have two on-time, reasonably priced airline choices, then we may want to consider all of the things that make up comfort, convenience, and quality; but unless you consistently take off and land on-time, all of the extra frills in the world don't matter.

At a recent family reunion, one of my cousins was attempting to place a cell phone call to his office from a cabin at the lake. He has the most modern, space-age version of a cell phone that I could imagine. His phone will do everything from audio to video to data base management and may even shine your shoes and do your taxes. But when he was unable to use this wonderful device to make a phone call, it became worthless.

As you go through your day today, remember that nothing else matters until you master your core competency and deliver it to your customers.

Today's the day!

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Article Tags: customer satisfaction, Jim Stovall, satisfaction, Southwest Airlines



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Re: Some attractive terms in advertisement - [quote="lane_hug":sqdmyojl]Some terms can make the advertisement look more attractive, like unlimited, free, life time guarantee, and more. These should be definitely incorporated to ensure fast sales.[/quote:sqdmyojl] You've got to be careful with such terms, though. Take as an example the poor Korean dry cleaners who had the words "Satisfaction guaranteed" on their storefront window. They lost (supposedly) a pair of slacks from some loony judge, who proceeded to sue them for MILLIONS of dollars (over a $100 pair of slacks) because they did not provide him with satisfaction. [If the sign had said "Satisfaction guaranteed or your money back" perhaps none of it would have happened...] These days more and more people are apt to sue at the drop of a hat, and if you promise them something even though common sense says you wouldn't have meant what you said (for example Pepsi got in trouble because their commercial for Pepsi points, at the time the movie True Lies came out, featured a Harrier jet as in the movie. A few looney businessmen bought up all the points the could to get that jet, although they were told it had just been dramatic license, and ended up suing Pepsi for misleading advertising. The suit was dismissed, but the fact that the guy was able to find lawyers who'd even take the case on is scary. To cut a long story short, be careful what terms you use, and think to yourself what you'd have to do if people took them literally.
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