DL called me about six weeks ago and arranged for an on camera interview in the Sky Club to gain insight to my DL travel experiences. The interview was staged with a professional thrid party with a DL observer present for topic follow up and clarity. I spent 1hr 20mn with them covering everything from reservations to baggage claim.
They made it clear that their intention was to win the JD Power Award for Service Excellence and gain insight from frequent flyers on what needs to be done. Here are a few of the coaching points I made for them (I am sure I missed many that you all could think of as well).
- Web site performance is unacceptable (new site has launched since then). Seat map, code share visibility and general stability is nowhere near best in class.
- Reservations over the phone has hit and miss service (even as a PM). My practice is to determine the attitude of the agent before I begin the process. I will hang up and dial again if it looks like they are not willing to sincerely help me.
- Mobile check in ATL and others hinge on the customer's mobile device being able to be read by the TSA scanner. Failure to scan means out of line, back to kiosk and back in the security line. Not worth the risk.
- Gate agent experience is hit and miss. I made it clear that the best agent I have seen system wide is in FLL. They knew exactly who I was talking about. I recommended that they pay him a pile of dough and have him rewrite the SOP and training material for the gate agents.
- Boarding... Breezeway is still clumsy and does not work best in the zone type process. Was a more effective tool in the NW boarding method. FC and then cattle call. Breezeway was effective in that environment.
- Flight experience. Honestly, I told them that they have managed my expectations to such a low point, that it is hard for them to disappoint me. From a service standpoint, either be in the transportation business or be in the service business. I made it clear that they were trying to play n both worlds and were ineffective at each. Love or hate Spirit Airlines, but at least their intention is clear. They are in the transportation business and you are cargo. But the customers expectation is managed. I can see DL trying to do better, but compliance is spotty. They seem to struggle with getting beyond that service is much more than a whole can of Diet Coke and an extra bag of peanuts. (I posted a thread on 10/23 about the pilot thanking the FC cabin for flying Delta: a step in the right direction)
- Service recovery. Way too slow. I can’t tell you the last time I received a VM or email about a cancelled or delayed flight that was information that I did not already know.
- Baggage. Do I really need to address this? Seriously. It's not as much about the FF's, but the poor souls that are flying once a year.
- Partner airlines (ASA, COMAIR, etc...). Their question was (this one blew me away) "Do you think that the service of partner airlines impact the DL brand?" I said, "are you kidding me?" I made it very clear that when the logo is on the plane, to the customer it is Delta. I don't care who the carrier is. Their attitude, on time, flight experience and behavior is a direct reflection on the DL brand.
- DL Brand. They asked, "What does the DL brand mean to you?" Just another commodity airline. Nothing special (try Virgin America on for size) and a long road ahead to get to the JD Power Award.
To be clear, I did not just rip on DL without calling out some great flight attendants, pilots, gate agents, etc... It was a good dialogue.
I am sure the FT community could have added much more content and perspective than I did...
Thoughts?
BTW, they mailed me a small leather portfolio for my efforts in case you were wondering.
Good callout. Yes they did ask me about FFP. I repsonded that all tiers are watered down due to bonus points and flight schedule reductions. GM means that you fly a bunch in coach. PM is getting close to that as well.
Point redemption is a system that FF's must learn the "work arounds" to get true benefits.
Overall point structure is okay and I am looking forward to seeing how DM changes the game next year.
"JD Power Award for Service Excellence" Do people really take notice of such awards???? Personally, I could give a flying fuk if Delta or any airline gets an award such as this one. They are cosmetic at best and if Delta is really focusing their customer service to win such an award we might as well call it a day.
That said I at least hope they are listening to the concerns and suggestions.
Last edited by FlyingUnderTheRadar; Oct 23, 09 at 10:10 am..
Location: Tucson, AZ, USA. CO Plat, reluctant DL Plat, former BA jumpseat rider
Posts: 2,079
It would be interesting to see the statistical differences among the sample, and how it factorizes. But the management already knows what it wants to accomplish with this effort...not actually improve service, but achieve hollow victory in the JDP award scheme. Whether that metric aligns with real customer experience or not is debatable....if JDP's surveyors were made to redeem awards through all FFPs and integrate booking performance into the evaluation, it'd be more convincing.
More realistically, it's interesting to read the DL flyers' list.... I can see why those issues are all significant. Beyond the normal complaint about very serious lack of value in SM and disincentive to qualify for the highest tier.
And I must look out for the dude at FLL...exceptional service deserves to be rewarded and I will be mindful of him.
DL ought to check with their converted NW flyers alsok but most of us do not live in ATL.
I am certain that they actually did that.
Quote:
Originally Posted by WBurcham
Some others on here were called as well... IIRC atldlff was helpful in this effort.
That is correct. I actually participated in the same video interview process, and I also know some other FT’ers were asked to do the same. Since they interviewed multiple people at each location, I believe that they solicited feedback from ATL, DTW, MSP and NYC based flyers. I also suggested some other FT members in those locations that they could solicit for feedback. And yes, I provided names that aren't always "pro-Delta" supporters.
I have heard from many Delta employees that were at the leadership meeting in September, that they did in fact see the videos, so I know they heard the feedback and the comments. Even Richard Anderson and Jeff Robertson recently mentioned it. There was no mention of the JD Power award to me, but they way it was positioned as a feedback loop for the top leaders in Delta to hear some feedback directly from the customers on what areas they needed to improve on. Based on the comments, I believe they said action plans would be put in place to address the significant areas of concern from that feedback.
One of the things that occurred to me after doing this was – wow, we just have 80+ of Delta’s FFs together for 3 days in June, and we could have had those that wanted to – participate in something like this, and get a really broad perspective of the feedback. I know we have a broad and diverse set of participants at the last event. So… it is something that Canarsie and I will be looking at possibly incorporating into the next event.
Despite the management bashing that sometimes happens on this board, I can tell you that the management at Delta has told me multiple times that they want to hear the feedback – the good, the bad and the ugly. As has been stated before, even Richard Anderson, occasionally looks at FT. That doesn’t mean by simply giving constructive feedback, things will change overnight, or we will get the changes we want, but the voices are at least being listened to. I can also tell you that there are other programs underway at Delta to measure the customer feedback that will give them some sense of what impact those changes and improvements are having, and no I am not talking about just CS feedback from Delta.com. In my opinion… all good steps in the right direction.
The interview was back at the end of August, so here is best recollection of some of my feedback. The interview lasted for more than an hour, so this is obviously only a brief summary (albeit - still a long list, but those that know me, know I can talk fast and cover a heck of a lot in an hour). I gave positive feedback where I thought it was deserved, but since the focus was on “improving” the overall customer experience, most of my comments were around areas that I thought needed some improvement or focus. Of course, all of these are my personal opinions, you can agree or disagree with my comments, but I was asked my opinion, and I gave it.
Overall:
If Delta wants to differentiate itself from the competition, they need to focus on doing a few things really well. I suggested that they focus on service, and truly making it the best in class. While they can equip the planes with new seats, IFE, WIFI, and other items (which are all good and I enjoy), focusing on a superior level of service from the employees could really set Delta apart from at least the domestic airlines, if done right.
Route structure and reach of Delta is great. Please continue to expand the routes to new cities and new locations as it makes sense economically to do so.
Enhancement of the BE seating to lie-flat across the fleet, as well as standardization and consistency around the BE product (both hard and soft) would be a big plus.
Put someone in charge of the “customer experience” across all of the Delta Departments. Measure it, report it and have the authority and accountability to propose and make the changes to improve it. Spend time with the customers in the airport, on flights, on the phone, and experience it first hand. Ask questions and listen carefully to the answers.
Delta.com:
Most significant comment in this area was around the award availability tool. Please make it a priority and fix it.
Seat maps are not consistently available for all flights. Sometimes seat changes stick, sometimes they don’t.
The mobile site lacks functionality to make it as useful as it could be. I asked for information/access on the status of gate upgrades to be available via handheld devices.
There are issues with NWA.com and Delta.com synching and handling reservations and upgrades.
e-credits seem to be a problem. Sometimes Delta.com shows them, and other times if can’t find them even with the voucher number.
The efforts to keep FT members up to date on what is going on with Delta.com as well as appears problems (bugs or issues) is great, please continue to do that in the future. I also commented that broader participation from Delta employees on FT, has and can make a difference.
Reservations:
When the agents are good… they are really good, and then of course the opposite can be true.
Customers should be routed to the “best” call centers based on their level. I have heard that NW Chisholm is great, and they should really look at what makes that center so good, and repeat it across the other centers for elite flyers. There are some really great Delta agents out there also, but that can really be hit or miss. Perhaps with more training, knowledge and focus on customer service, they can increase the percentage of hit!
Sometime you can call and get an answer, then call back again, and get a completely different answer. There needs to be more consistency around this process.
Check-in:
As long as the reservation comes up on the Kiosk as expected, my experience with the check-in process at the airport is fine. Same with on-line check-in.
When there are issues with the Kiosk check-in, having to wait in the Kiosk issues line (especially in ATL) to correct simple problems is not a good solution. Sometimes the employees “roaming” the floor are helpful when you have a problem, sometimes they don’t have a clue.
At larger airports it would be helpful to have a line for baggage check-in without fees, as the fee collection process – when done manually, can really slow up the line. The few times that I have checked a bag in ATL, I always end up in the slowest line – Murphy’s law.
Service:
IROPS Probably the #1 issue where superior service can make a difference. Policies and consistency are good and helpful. My biggest comment was around empowering the frontline employees to make the right decisions to help the customer when an IROP occurs. Quoting policy as an excuse for not handling a customer situation appropriately is never a win-win situation.
GAs – This is a tough job, but there needs to be some real focus here on improving customer service. I hear they are bringing back the “Red Coats” which is fantastic and they are really helpful, but they are not system-wide and improving the overall ACS experience across the system is a much needed step.
Inflight – This in an area where I think more personal service would make a difference. Acknowledge the customers by name, and thank them for flying with Delta in a personal way. BE meals are good, domestic meals could use some improvement. The standard for superior service here can be found in the Asian airlines – Singapore, Cathay Pacific and others. They charge a premium but they also deliver a premium service.
Seating – There are way too many variations of the seating types and configurations out there. I believe consistency will help here and improve the overall experience. Flat-beds should be standard in BE across the board. Coach should have AVOD for international flights system-wide. (I recently found out this is the plan! – well done).
SkyClubs:
Improvements are needed on the overall experience.
Adding free WIFI was a good move.
Many of the clubs need a physical upgrade, and better food. NWA seemed to have gotten this right, and Delta should look at their program for clues on how to make this better. This is an area were having customer focused group will help.
Most of the agents in the SCs are very good and helpful with reservation changes, seating requests and handling IROP situations.
Facilities:
JFK is a complete eye-sore, poorly laid out and a major investment is needed there. I suggested building an entirely new terminal, and suggested that JFK needed to be one of the first places Delta focuses on improving the overall service experience.
DTW/MSP – great facilities and these should be utilized more to balance the load across the system. DTW is a great connection point for the east coast.
ATL – Runs well given the sheer volume, but Delta needs to focus on the long delays that occur when the incoming gate is occupied. I was on a flight once when the captain requested we delay the departure after the door was closed to accommodate some late arriving passengers as this was the last flight out for our destination that evening. It only 5-10 more minutes to get those passengers on the plane, and what a great customer services gesture that was. I still remember it. The passengers were happy, and Delta saved money and time by not having to re-accommodate those passengers. That’s good customer service.
SLC – One of my favorite facilities – seems to run so smoothly.
LAX – I always seem to have issues when I am at LAX it is like a bad omen.
Loyalty Program:
I gave a lot of feedback here, here are some of the more important points:
Rollover miles is an interesting and innovative program. I indicated that there might be issues with some members holding short of the next level to maximize their rollover miles and get a jump start on the next year.
I said that if there was one improvement that I think they could add to the program that would make a huge difference – offer at least two SWUs at lower fares for international flights. Four would be better, but I felt at least two would be a huge difference in how the new program was received. While some people use them for business - Y, B and M base fares are simply too expensive for most leisure travelers.
Unlimited Complimentary Upgrades on Domestic flights is great… please do not change that feature!
I indicated that I thought most of the FFs in the SkyMiles program are redeeming their miles for leisure travel. I like to use them for International BE flights. It can be extremely frustrating to accumulate the miles for a family vacation, and then have no predictability on using them at a reasonable level. Sure I could use a million miles to take the family to Europe in BE, but I shouldn’t have to.
It would also be helpful to know when those seats become available – it used to be 331 days out, now it is anyone’s best guess. Again very frustrating.
That is correct. I actually participated in the same video interview process, and I also know some other FT’ers were asked to do the same. Since they interviewed multiple people at each location, I believe that they solicited feedback from ATL, DTW, MSP and NYC based flyers. I also suggested some other FT members in those locations that they could solicit for feedback. And yes, I provided names that aren't always "pro-Delta" supporters.
Thank you for your efforts.
It seems the focus groups always focus on hub flyers. Surely they must recognize that interviewing hub flyers is nowhere near a representative sample of their customer base.
I guess they don't want to hear about their problems with Delta Connection service, which from where I sit have gotten much worse this year. Ground handling for DC in Atlanta is far worse since Delta took over. It is simply inexcusable that on my last ATL-HSV flight, ground handling buttoned up the flight and walked off without pushing us back.
Programs: Delta DM/2 MM, Hertz Five Star, SW Rapid Rewards, Marriott Rewards, AMTRAK Guest Rewards
Posts: 851
Great Thread--the Little Things Mean a Lot
for the past 25+ years, DL has been better at the little things than other airlines, so our family has stayed with them (this includes my wife, a PM, my sister-in-law and her husband, who is an EP).
This is how DL won my heart--when I started flying a lot in the mid-80s, I was going on DL because they had a great deal on walk-up Y-Up type fares DCA-MCO and back (which is where I was going every week for several months). The DL staff in the old DCA North Terminal got to know me by name, as did Mel, their veteran employee who ran the CTO on K Street. I always viewed DL staff as my friends. I think back to the many kindnesses, often on very insignificant things, but kindnesses nonetheless (the best one was at SAV circa 1987 when a DL employee standing outside the terminal saw me drive up in my rental car (I was coming back from a week of depositions and two days of golf), helped me unload the car, where I had a large suitcase, two big briefcases and my clubs, took my ticket and luggage, checked me in, met me at security and handed me my ticket and claim checks, apparently contacted the plane and asked them to wait for me, when I walked on the plane they immediately closed the door and pushed back). Another example was the man at the counter in CHA (when that was a mainline station for DL); I was going there about every two weeks or so over a 6 month period, and, toward the end of my business down there, the counter man greeted and addressed me by name as I was about 20 feet from the counter.
So, when a DL FA walks up to you and addresses you by name, and thanks you for being a million miler (or whatever your status is), it does make you feel special and very, very good.
One more example; on January 1, 2009, I misconnected on the morning flight DCA-JFK-LHR, and I got an op-up on the evening flight. I was traveling by myself, so it was not a big deal to me when a couple who had also been op-uped but split up asked me to change seats so they could sit together. After I took my new seat, Linda, the purser on the flight, greeted me by name, commented on what a nice gesture it was to switch seats, and then told me "the nicest people I encounter on our flights are our million milers". Such a "Dale Carnegie" moment, along with DL's prompt action in making IRROPS right for me, reassured me that I was giving my travel business to the right company.
I can only hope that DL management takes to heart and tries to implement changes based upon the input provided; especially ones that they can really control, like fixing their near useless award booking engine, and aligning their astronomical redemption rates to others in the industry.
