*Disclaimer: This article is a generalization and over simplifying the airline industry. This will be a series of articles where I am trying to make sense of the airlines as a customer service industry.
The worst scramble eggs I’ve had in my life. (Disclaimer: Not really that bad but just for the purpose of this article)
Low-cost airlines have killed the aviation industry. No, I mean it. They not only found a way to lower operating costs and allow the masses to travel but they make the full-service airlines look like they are only for brand whores.
Wait. Low-cost is all about delays, unreliable service, old airplanes and generally just a cut below the full-service airlines. I am never going to associate myself with a brand like that!
If low-cost is that, then does it mean a full-service airline is all about on time performance, reliable service, new airplanes and generally a much better service than low-cost airlines?
Wait, that doesn’t make sense as well.
Last time when I was on a full-service airline, it was delayed, the service was nothing spectacular, the airplane cabin was old and broken, and I paid a premium over the same route that is also operated by a low-cost airline.
Wait, that doesn’t make sense too. Why did I pay a premium flying a full-service airline?
Next time, pay attention to the advertisement and brand image that the airline wanted to portray to you. Pay attention to the inflight magazine articles, the people and company that a particular airline is associated with. They all point to one thing. They want to make you feel special and part of a social group when you fly with them.
I admit. I am a bit of a brand whore. I love a fashion designer called Neil Barrett. I love his stuff. A t-shirt can cost more than USD$200. Yes. Is USD$200 for a t-shirt but I love it. I feel like a million bucks wearing it. I love the design albeit is a t-shirt. I feel cool. I feel important. I feel I am part of a social group that wear a Neil Barrett t-shirt. I am a brand whore.
The other day, I got a t-shirt from Muji. You know the Japanese lifestyle brand. It costs USD$15. Is a t-shirt with great material. I think is organic cotton or something. I felt great wearing it too. Is a bargain at USD$15.
Now, think about a passenger that paid a premium price to fly on a premium airline. He feels like a million bucks. He felt great. He felt important. Do you think he expects perfection? How difficult is it for an airline to cater to a mentality that they have ultimately morphed them into? Can they deliver with all the customer touch points that is in the process of moving a passenger from Point A to Point B?
About the photo of the scramble eggs, I wonder if the eggs tastes better in Business Class? (I heard they are the same but they taste even worst! Although, I have to argue that they might taste better if it is served in a low-cost airline. Living up to expectations…)
Ever wondered how your scrambled egg got to your inflight meal? Airline catering scrambled egg machine. pic.twitter.com/JWY0B9ycYF
— Calvin (@calvye) March 26, 2016
Part II Coming soon…
If you don’t plan carefully (i.e. booked in advance, extra bag, seat selection etc), budget airline can cost just as much as traditonal ones. At the end of the day, every inch counts for a whore, especially a big one lol
Yes. You are absolutely right. That is the point. For some reason, when you think of a budget airline, your mentality is different than you are buying a ticket for a “full service” airline. If you can put up with all that and still score a lower fare than a “full service” airline then you brain is already wired to having found a bargain. We all love bargains.
Then, when you purchase an “expensive” full service airline ticket and get a crappy service (one you perceived to be crappy because you paid more) , you will get all worked up on little things like a crappy slab of omelette..