“The flight today was actually quite nice,”
“No problems at all, in fact — not something I was expecting from United.”
Those quotes aren’t from me, but they easily could have been. That’s customer Debashis Sengupta as he got off a recent United flight, as quoted in this NPR article by David Schaper.
David does a good job illustrating how far behind their competitors United finds themselves in certain areas, citing recent customer service studies where United does poorly. They also suffer from a lack of timely arrivals for their flights right now.
But, the element I think that the new CEO, Oscar Munoz, will find toughest to fix is employee performance:
“United lost my trust a couple of years ago and continues to reinforce the reasons I book away from them,” Pizzarello says. “I really don’t think it can get worse. They’ve got operational reliability issues, they’ve got customer service issues, and their employees aren’t very happy about what they do.”
If they fix the employee morale issues, I do think they create a domino effect for improvements in other areas. For years, I’ve flown older MD-80s with American Airlines, lacking updated seat power, video screens, etc. But, the crews are for the most part exceedingly good at taking care of you in-flight (the food is a damn sight better, too). In the end, passengers want to get to their destination on-time, relatively comfortable, and to a lesser degree, made to feel like they’re appreciated. This is another area where United has failed for quite some time:
“It would take a sea change from their competitors for me to shift a sizable chunk of business back to them,” Pizzarello writes on his blog. “United has ingrained in me that I am a transaction, as valuable as the fare I buy on any given day, and nothing more (and on some days, much less). You can only whip the horse for so long before it doesn’t respond.”
So, where do they go from here? Munoz has embarked on a trip across the country to visit with employees in all sorts of jobs. If he can genuinely connect with employees, I think this is a great first step. There might not be a better one. With Smisek, the previous CEO, being shown the door in a fairly public fashion, it gives Munoz a great chance to blame the current sins on his predecessor and push forward with a fresh message.
Munoz has put out some promising letters to staff and customers, but it will take time to see if he can deliver better results. In this example, better results doesn’t mean bigger profits, per se. It’s a return to excellence that the airline can rely on when planes aren’t full and the price of fuel goes up.
One of those recent efforts was brought to my attention by Seth at Wandering Aramean. He reported on the new website they’ve launched for Munoz to receive and answer questions from customers.
To be honest, I clicked on the link to the new site before reading Seth’s post. And, one of the first things I noticed was that one of the questions was obviously answered by someone other than Munoz:
United’s new CEO, Oscar Munoz, has made it a priority to meet personally with employees at all levels…..
That’s great, and I do believe him. But, he also makes it pretty clear he’ll be the one answering the questions on this site, something obviously not done here. It’s a small thing, and I’m sure they’ll get the spin right shortly. I then went back to read Seth’s post in more detail and he clearly picked up on all these points, mixing in a bit of Bill Murray humor with his assessment.
It’s a long road for Munoz and United. Customers won’t be won back (or chased away) because of this new site, or likely any answers that come up on it.
It’ll come down to Debashis Sengupta’s recent experience. An on-time flight. With no problems. Lots of them.