How unhappy are you?

Our first reader service survey counts the ways.

June 2005

Think customer service has declined, and you’re peeved about it? Join the club. Executive Travel readers were asked to complete a survey about customer service that was mailed with our last issue. Here are some key findings from readers:

Compared to ten years ago, the majority of Executive Travel readers* believe that customer service has become worse (62%). Only 2 in 10 readers feel customer service has actually improved.

Readers blame budget airlines for decreased levels of customer service in that industry. There are fewer amenities (e.g., meals) and attention to detail and service. They feel the airline industry is driven solely by low price and profit today, rather than service.

The effects of 9/11 are also to blame. The plethora of airline budget cutbacks and employee layoffs has resulted in fewer staff doing more work—and these employees are underpaid, over-stressed and grumpy. Heightened security measures, although necessary, also lend to readers’ ill perception of customer service today. Business travelers spend much more of their time standing in lines at the airport compared to 10 years ago. Many also mention that TSA employees are rude and poorly trained.

Although technology has made business travelers’ lives easier in many respects (online check-in, boarding passes, flight status check, online travel booking, etc.)—given the advent of “Internet everything” and automated phone reception, it’s nearly impossible to speak to a live person who can actually help you solve a problem.

The top brands that come to mind as offering exemplary customer service are:

Marriott Hotels ________________ mentioned by 18%
American Express _________________________ 17%
Southwest Airlines ________________________ 17%
Ritz Carlton Hotels _________________________ 13%
Continental Airlines ________________________ 12%
Nordstrom ______________________________ 11%
Delta Air Lines ___________________________ 11%
The Four Seasons Hotels ___________________ 11%

Two-thirds of readers would be willing to some extent to pay more in order to receive better customer service (27% “strongly agree,” 49% “somewhat agree”).

Readers would be willing to pay a 13% premium in order to receive superior customer service in the airline, hotel and restaurant industries. They’re willing to pay less than half that much more for great service from a car rental company or train. Many readers do not use train service.

Executive Travel readers typically tip waiters 18%. They’ll give bellmen and airport porters $2/bag (or $5 total). They tip cabbies the least, about 14% of the fare.

The majority of Executive Travel readers (51%) believe technology has helped improve customer service. However, 1 in 4 (27%) believe technology has made it worse.

Readers consider the most important customer service enhancement to be having immediate access to a live person (2.20 rating, 1=most important). Similarly, they want faster access to customer support via phone (2.86). It’s all about being able to find someone—fast—to help them when they have a problem.

The ability to upgrade their airline seat or hotel room is middle-of-the road in importance. It’s a nice perk, but not more important than having their issues addressed and remedied.

Two-thirds of readers believe that e-check-in at the airport and e-tickets in general are most responsible for improving their business travel experiences (64% claim that each service has “improved their experience a lot”).

Two-thirds of Executive Travel readers (67%) claim that the customer service experience they have with a company is “extremely important” in influencing whether or not they do business with that company again.

When they experience poor customer service, readers are equally as likely to say nothing, but never do business with that company again (34%) or escalate their complaint to a supervisor (33%). Nearly 1 in 4 (23%) claim they take the time to write a letter to the company
to complain.

The best advice Executive Travel readers can give their fellow frequent airline travelers in order to ensure they receive good (or better) service: smile, stay calm, be polite and find someone who actually has the authority to help you. As one subscriber put it, “You get more bees with honey than vinegar.”

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Peter Gurney and Lisa Goodman are customer service consultants in Seattle, Washington. Email Peter and Lisa at editor@executivetravelmag.com.