Dec 24, 2024

Guest Post: Curbing customer frustration in the face of airline digital outages Lessons learnt from the Crowdstrike incident? Daniella Harvey, global VP, head of travel & hospitality strategy of Quantum Metric, outlines what to take note of The aviation industry faces mounting pressure to maintain continuous digital operations as customer expectations evolve. While system maintenance has historically required scheduled downtimes, modern travellers have become accustomed to consistent access to airline services. This shift presents both challenges and opportunities for airlines seeking to maintain customer loyalty in an increasingly competitive market. In fact, research by Emplifi demonstrated that 86% of customers dismiss their loyalty to a brand after experiencing just one or two poor interactions. This is particularly relevant in the airline industry, where passengers place a premium on hassle-free experiences. A single disappointing interaction can damage trust and drive customers to seek out competitors who offer uninterrupted strategies. However, airlines can implement strategic measures to minimise customer dissatisfaction during necessary scheduled maintenance and prevent unexpected system failures that could lead to unplanned service interruptions. The consequences of service interruptions In cases where digital downtime is unavoidable, airlines must prioritise effective customer communication to minimise confusion. To an extent, lessons can be drawn from the retail industry during peak sales periods, where our Benchmark report found just 23% of consumers will reach out for help if something goes wrong. The majority will either try again later or, worse, turn to a competitor’s site. For airlines, however, the stakes are even higher. When initially booking a flight, many shoppers look around to compare options from different carriers, which can extend the customer journey before final purchase. However, when there is disruption and cancellations, where customers may need to change their flights at short notice, many flood support channels with urgent enquiries, seeking immediate assistance to resolve their travel plan issues. This surge can quickly overwhelm customer service teams, who may already be constrained by the very downtime affecting operations. When passengers don’t receive the help they need, they’re more likely to turn to a competitor for future bookings. Poor communication during outages erodes customer trust, creating uncertainty and frustration. While 90% of executives believe their customers trust their companies, only 30% of customers share this confidence, highlighting a significant perception gap. Regular service interruptions can widen this divide, causing customers to question an airline's dependability and grow negative brand associations. Additionally, customer tolerance for unexpected outages follows a clear pattern. During the recent CrowdStrike incident, we found customer frustration among travelers increased by just 2% on day one. However, by the second day, airlines observed frustration levels spike by 50%, accompanied by an 18% increase in rage clicks – clear indicators of user frustration. This pattern demonstrates the importance of quick resolution and effective interim communication. Finally, service interruptions often trigger negative social media reactions (especially on X/Twitter), potentially damaging public perception and influencing even those customers who weren't directly affected by the service disruption. Steps to minimise customer frustrations Investing in dependable, always-on digital infrastructure is vital for airlines aiming to deliver seamless communication. Providing timely updates ensures that customers stay informed about travel disruptions, schedule changes, and other essential information throughout their journey. This proactive approach allows passengers to adjust their plans accordingly, ultimately improving their overall experience. Enhancing support mechanisms is also key. Websites should be updated swiftly to offer passengers guidance on avoiding disruptions - such as printing boarding passes at home or using kiosks instead of relying solely on digital QR codes. In cases where web services are completely offline, alternative communication channels like social media platforms or call centres should take the lead. Back in 2013, 63% of UK airline digital leaders reported plans to maintain or reduce spending on customer support for the upcoming year. However, recent events demonstrate that greater investment in customer service is necessary. This includes regular training for support teams to ensure they are prepared to handle outages effectively. A robust strategy for collecting and utilising data is another key area of focus. When outages occur, they can trigger an influx of information. Having quick access to relevant data is essential for pinpointing the root cause and assessing the business and consumer impact efficiently. Integrating various data sets, such as linking qualitative Voice of the Customer (VOC) insights to other quantitative data, can provide airlines with a clearer picture of the scale of a problem and guide faster resolutions. By implementing these measures, airlines can improve customer satisfaction during unexpected downtime, bolstering loyalty and strengthening brand perception. This, in turn, can help drive new bookings and retain existing customers, ultimately boosting overall revenue. The airline industry is highly competitive. Delivering a smooth, dependable experience is what customers will remember. Therefore, real-time visibility and actionable insights are crucial for airlines to meet customer expectations and stand out from competitors. With the ongoing New Year sales, bringing a surge in travel bookings, this strategy is more important than ever. Related Topics