Airline Benchmarking Study 2010
Intensifying competition, low margins, growing customer expectations and a fast-moving turbulent environment that can change in an instant are just some of the characteristics that airlines deal with on a regular basis. The competitive environment in the airline industry has never been tougher or more unforgiving. Players are one misstep away from competitive extinction; approaches and processes that worked in the past simply don’t cut it in today’s highly competitive marketplace.
In an industry of paper-thin margins, airlines need to strive for continuous improvement on the customer experience front. By focusing on delivering consistently high levels of customer service that extent beyond in-flight service. Ethos Consultancy’s snapshot of the service quality levels offered by airlines commences at the first touch-point for the customer, which in this case is their website, through to check in, queuing, boarding, in-flight service (host/hostess service, food and beverage, entertainment, shopping) to disembarkation and baggage claim.
Ethos Consultancy’s has benchmarked seven of the world’s leading international airlines. Criteria for inclusion included departure from either Dubai or Abu Dhabi in economy class with the flight being no shorter than six hours. A total of 14 flight experiences were measured with all flights taking place during the 2009/2010 Christmas and New Year period.
This study analysed the customer experience from flight booking all the way through to check-in, baggage drop, boarding, plane conditions, in flight services such as food and beverage, entertainment and shopping, right through to disembarkation and final baggage claim. With only 0.8% difference between the two UAE national airlines, Emirates Airlines placed first overall scoring 92.3%, followed very marginally by Abu Dhabi based airline, Etihad Airways who scored 91.5%.
Swiss Air came in third with 86.6%, British Airways placed fourth with 84.3%, Virgin Atlantic placed fifth with 79.8%, followed by Air France at 72.3% and finally Qatar Airways placed last with 71.5%. A full breakdown by category and score is provided in the below table:
