Disaster at 17,000 Feet: What a Blown-Out Windscreen Can Teach CX Professionals
Introduction: Learning from Aviation Accident Investigations
Aircraft accident investigations are known for their thoroughness, precision, and commitment to learning. Investigators dig deep, leaving no stone unturned, to understand not just what went wrong, but why. The goal is simple: to prevent future accidents by learning from past mistakes. For CX professionals, there’s a lot to learn from this approach. By adopting a similar mindset, CX teams can uncover the true root causes of complaints and failures, leading to continuous improvement and better customer experiences.
Case Study: Flight 5390
A powerful example of thorough investigation is the case of Flight 5390. In 1990, this flight suffered a catastrophic event when a windscreen panel blew out mid-flight, partially ejecting the captain from the cockpit. Early assumptions pointed to common issues like bird strikes or even sabotage, which could have easily been seen as the cause. However, the investigation team refused to settle on these initial explanations and dug deeper.
The investigators meticulously traced every aspect of the maintenance process. They uncovered that the windscreen had been fitted with the wrong bolts, slightly too small in diameter and too short in length. This error wasn’t just a one-off oversight; it was part of a series of failures. The maintenance manager, working under pressure, did not use the provided checklists or wear his prescription glasses, opting instead to select the bolts by eye. Compounding this error, he was comparing bolts to those from a previous windscreen installation, which had also been fitted incorrectly years earlier. This cycle of repeated mistakes, unchecked by proper procedures or double-checks, highlighted how complacency and neglect of standard protocols can lead to severe consequences.
The investigation’s relentless pursuit of the truth led to significant safety improvements, including enforced verification checks and the use of proper documentation for all maintenance tasks. This commitment to uncovering the true root cause demonstrates a disciplined approach that CX teams can emulate when addressing customer complaints. By refusing to accept the first plausible explanation and instead conducting thorough investigations, businesses can identify and correct the deeper issues that impact customer experiences, leading to lasting improvements and a culture of continuous learning.
Root Cause Analysis: Going Beyond the First Answer
Customer complaints are often like aircraft incidents, complex, with multiple contributing factors. When faced with a problem, the easy thing to do is to fix the first obvious issue. However, just as aircraft investigators delve deeper, CX teams must resist the urge to make quick assumptions.
For instance, if customers complain about poor service response times, the initial thought might be to blame understaffing. But like the investigators of Flight 5390, you need to dig deeper. Is it a staffing issue, or could it be outdated technology, unclear processes, or insufficient training? Only by examining all possible causes can you ensure that the right solution is found, rather than just masking the symptoms of a deeper problem.
Building a Culture of Continuous Learning and Improvement
The aviation industry is deeply committed to a culture of learning and continuous improvement, valuing transparency, honesty, and a relentless drive to understand every aspect of an incident. This culture focuses not on assigning blame but on understanding the root causes of failures to prevent future occurrences. It’s a powerful model that CX professionals can adopt to transform their approach to customer service and experience management.
In the world of customer experience, embracing a similar culture means creating an environment where mistakes are not feared but seen as valuable learning opportunities. Imagine a CX team that regularly engages in open discussions about what went wrong, why it happened, and how to fix it, without pointing fingers or shying away from the truth. This openness fosters a more honest exchange of feedback, accelerates the identification of pain points, and encourages proactive problem-solving.
Such a culture empowers teams to turn setbacks into stepping stones for improvement. It’s about fostering an atmosphere where feedback, even when negative, is welcomed and used constructively. By viewing every customer complaint and service failure as a chance to learn, teams can develop more effective strategies, enhance processes, and continuously elevate the overall customer experience. This proactive mindset not only drives better outcomes but also builds a resilient and adaptable organisation that can consistently meet and exceed customer expectations.
Implementing a CX Investigation Process
To bring this investigative approach into your CX strategy, start by developing a structured process for handling complaints and failures. Use tools like the 5 Whys, Fishbone Diagrams, and Root Cause Mapping to analyse each problem thoroughly. Gather data, talk to those involved, and map out every possible factor that could contribute to the issue.
Encourage your team to look beyond the surface, much like aviation investigators. Don’t just fix what’s broken; understand why it broke. The insights gained from this deeper analysis will not only solve the current issue but also prevent future ones.
Collaboration and Verification: Double Checking Your Findings
In aircraft maintenance, critical tasks are often verified by a second person to ensure accuracy. Similarly, CX teams should collaborate across departments to validate findings. When analysing complaints, involve colleagues from different areas of the business to get varied perspectives. This collaborative approach helps to confirm that the root cause identified is indeed the correct one and that the proposed solutions will be effective.
Just as the aircraft investigators verify every step, your CX team should also doublecheck their findings. A fresh set of eyes can spot things that others might miss, ensuring that the root cause is correctly identified and addressed.
Key Takeaways for CX Professionals
Avoid Assumptions: Don’t settle for the first plausible explanation. Investigate thoroughly to uncover the true root cause of issues.
Prioritise Learning Over Blame: Create a culture where mistakes are discussed openly, and the focus is on learning and improving, not assigning fault.
Use Structured Analysis Tools: Implement tools like the 5 Whys and Fishbone Diagrams to systematically explore problems from all angles.
Collaborate for Accuracy: Work with other departments to cross-verify findings and ensure that the solutions are robust and well-informed.
Commit to Continuous Improvement: Make learning from every complaint a habit, refining processes and customer experiences continuously.
Conclusion: Transforming CX with an Investigator’s Mindset
Adopting the mindset of an aircraft investigator can revolutionize how CX teams approach customer complaints and service breakdowns. Rather than jumping to conclusions or making assumptions, CX professionals can delve deeper, conducting thorough investigations to uncover the true root causes of issues. This investigative approach, combined with a culture of continuous learning, empowers teams to move beyond mere problem-solving to create experiences that consistently exceed customer expectations.
Just as the aviation industry turns every incident into a lesson, CX teams can use every customer complaint as an opportunity to refine their processes and enhance service quality. By committing to this relentless pursuit of improvement, businesses can ensure that every failure is not just a setback but a catalyst for growth. This approach transforms customer experience into a dynamic and evolving journey, where learning from mistakes leads to stronger, more resilient service that continuously delights and satisfies customers.
