Airline Service Improves Slightly, Fliers Agree

According to recent consumer research, airline service has gotten better over the last several months. Although the numbers aren't dramatic, it's important to note that the improved passenger experience is in spite of additional airline fees for second bags, snacks and much more.

The airline business scored 64 out of 100 in the first quarter of this year, a 3.2% increase over the same period a year ago, according to the American Customer Satisfaction Index, which randomly surveyed thousands of consumers across the U.S. Major carriers saw improved scores, or at least no decline.

Despite the fact that airlines managed to break even or improve slightly in customer satisfaction, their overall performance is relatively dismal.

Airlines were still among the lowest-scoring businesses in the index, which measured customer satisfaction with the products or services of hotels, restaurants and 14 other sectors. Full-service restaurants scored highest at 84. Airlines scored far below their own index high of 72, achieved in 1994.

Since it's graduation season, let's use an educational metaphor... that means that at their very best in 1994, fliers still gave airlines a C minus (on the 10-point scale). That makes their current "64 out of 100" a solid 'D'. But even that disappointing review may have given them too much credit.

"It certainly looks like most of these increases, if not all, are due to lower passenger load," says Claes Fornell, professor of business at the University of Michigan and index founder, noting that the recession has kept many Americans from traveling.

To continue the metaphor from earlier, airlines would have completely failed the service test, but there was a big enough curve for them to squeak by with a D.

Now to be fair, airline satisfaction will never be as high as it will for full-service restaurants. The reasons are obvious... having a well prepared meal will always be more enjoyable than spending five hours trying to sleep against a bulkhead. Not to mention security. When was the last time you had to walk through a metal detector to eat at a five star restaurant? Yet, security is a much needed aspect of air travel.

Despite all the "necessary evils" that plague air travel, there are still plenty of ways airlines could easily improve customer satisfaction and flier experience. If you need a good example, look no further than Dustin Curtis' excellent critique and redesign of American Airlines' homepage.