A simplistic but not simple change. Service needs to be trained and rewarded. Union rules can make it more difficult to reward performance but not impossible. Customers judge the airline by the front line employees - the ones they interact with.

You can provide all the premium physical bells and whistles you want (and I love that they are starting to invest in physical items) but the service and empathy with which it is delivered needs to be positive and consistent.

Management needs to understand that even the worst day of delays, mechanical issues or failures in the physical product on the ground or in the air can be made to feel premium if the people have service nailed. Bad days WILL happen and good service and empathy on the front lines goes a long way to customer satisfaction