Originally Posted by SEAFFLYER

Okay, if I was in charge, here is how I would describe the goal of the optimum AS FC "Experience".

BOARDING: The ability to board before anyone one else (except genuine special needs pax). This would include boarding before parents with kids. Or, to board at ones leisure via immediate access to the podium, without being ignored by the GA. Once onboard, there would be space available in the OH bins, as the FA's have been policing coach pax so they do not put their belongings in the F bins.

PRE-FLIGHT: Water, coffee or champagne (I know-dreaming) available every time. I would say now, water is at the seats maybe 75% of the time. If its because the plane isn't catered yet, fix that. Take pax drink orders before take off. This is done I would say 50% of the time; if it can be done half the time, it can be done all the time. Ditto on calling pax by name; except now only done maybe 25% of the time.

AIRBORNE: Drink service to always precede snack or meal service. Refill service will be monitored so no one will have to consider ringing their call button for service. Monitor coach use of F Lav, allow only if the cart is blocking (but, I would bet that 90% of coach trips to the FC lav are bogus).

DISEMBARK: Thank each F pax for flying with AS.

Before you decide to flame me for all this, consider that AS has an executive position called "Managing Director, Customer Experience". I would assume that means there is a person whose sole responsibility is to enhance the "customer experience" a passenger has when choosing to fly with AS. What I outlined above would do just that. If Alaska is competitive with its fares on its routes, SERVICE is the only other thing to sell and distinguish itself from other carriers.