When Expectations Miss the Mark: What a poor Airport Incident Can Teach us

9 Oct

In the ever-evolving world of customer experience (CX), one thing remains constant: the challenge of meeting diverse customer expectations. As CX professionals, we strive to create seamless and satisfying journeys for every customer, but sometimes, despite our best efforts, things can go awry. I recently came across a story on social media that perfectly illustrates the complexities we face in our field. The story took place at an airport, which I’ll refer to as “CX Airport” for the purposes of this discussion. This is not about naming and shaming the airport; rather, it’s about understanding how differing customer expectations can lead to varied perceptions of the same service—and how these perceptions can impact a brand’s reputation.

The Story: A Missed Flight and Missed Opportunities

The story revolves around an elderly couple, both pensioners, who were traveling from CX Airport to Paris. They had passed through security well in advance of their flight and, when the time came, proceeded to the gate as their flight was called. However, upon reaching the gate, they found there weren’t enough seats available, forcing them to sit some 50 yards away where they could still see the gate clearly.

As passengers began to move, signaling the start of boarding, the couple got up and approached the gate. But to their dismay, they were informed that they were too late to board the flight. What’s particularly striking about this incident is that the couple mentioned they had been seen by staff but were not approached. The staff observed them sitting away from the gate but did not think to ask if they were waiting for the Paris flight or if they needed assistance. Despite the fact that no announcement was made at the gate due to a lack of facilities, the couple was not allowed to board, costing them an additional £300 in hotel and rebooking fees.

One of the most poignant lines from the couple’s account was, “Yes, it was our fault but a little more awareness from staff would have been helpful.” This statement encapsulates the delicate balance between customer responsibility and service provider empathy—an equilibrium that, when disrupted, can lead to negative customer experiences.

The Social Media Fallout: A Divided Opinion

Following the incident, the couple took to social media to share their experience. What ensued was a flurry of comments, with opinions sharply divided on who was at fault. This division is not uncommon in situations involving customer service, where different perspectives can lead to vastly different interpretations of the same event. The reactions to this story were no exception, and they provide a valuable case study in how customer expectations can vary widely.

old couple discussing problem with an airport employee

The Blame Game: Customers at Fault

A significant portion of the commenters believed that the couple should have been more proactive in securing the assistance they needed. For example, one commenter remarked, “If your wife had problems standing you should have booked PRM (Passenger Reduced Mobility assistance). It’s not anyone’s responsibility to get you on that plane other than yourselves unfortunately.”

Another added, “Travel is not customer service. As I said you should have booked assistance. If you’re able enough to go away, you’re able enough to book assistance.”

These comments reflect a viewpoint that places the onus on the customer to anticipate their own needs and take the necessary steps to ensure their journey goes smoothly. In the context of the story, this would have meant the couple booking special assistance in advance, which would have likely prevented the situation from occurring in the first place.

The Empathy Angle: Airport at Fault

On the other side of the debate were those who felt that the airport staff should have done more to assist the couple. “That’s dreadful customer service. What is wrong with people these days? A simple walk along the corridor with a smile and a question would be all that’s required,” one commenter wrote. Another voiced a similar sentiment, stating, “Couldn’t they make an exception? How awful, I’m sorry you had this happen.”

These comments highlight the expectation that service providers should go above and beyond to accommodate customers, especially those who may have difficulty navigating the airport environment. This perspective underscores the belief that empathy and flexibility are essential components of good customer service.

The Airport’s Perspective: Policies and Perception

CX Airport, like many others, has clear policies in place regarding special assistance. On their website, they prominently feature a section dedicated to “Special Assistance,” where they outline the steps passengers should take if they require additional help. The message is clear: “At the time of booking your flight or up to 48 hours in advance of travelling, please contact your airline directly or via your travel agent to pre-book assistance.”

The airport’s emphasis on pre-booking assistance is undoubtedly rooted in a desire to ensure that all passengers receive the help they need in a timely and efficient manner. However, as the incident with the elderly couple demonstrates, there can be a disconnect between policies and customer expectations. In this case, the couple did not book special assistance, likely because they did not anticipate needing it. They might have assumed that being visible at the gate would be enough to signal their readiness to board. Unfortunately, this assumption did not align with the airport’s procedures, leading to the negative outcome they experienced.

The Challenge for CX Professionals: Navigating Diverse Expectations

As CX professionals, we understand that customer experience is not a one-size-fits-all endeavor. Each customer comes with their own set of expectations, which are shaped by factors such as past experiences, personal needs, and cultural background. This variability makes our jobs both challenging and rewarding. It requires us to design experiences that are flexible enough to accommodate a wide range of needs while maintaining consistency in service delivery.

In the case of CX Airport, the challenge lies in balancing the need for clear, enforceable policies with the human element of customer service. The airport’s policy on special assistance is there to ensure that all passengers who need help receive it, but it also assumes that customers will know in advance whether they require such assistance. This assumption can be problematic, as evidenced by the elderly couple who did not book assistance but still found themselves in need of help.

Root Cause Analysis: Understanding the Breakdown

To prevent similar incidents in the future, it’s essential to conduct a root cause analysis to identify where the breakdown occurred and how it can be addressed. In this case, several factors contributed to the negative outcome:

Assumption of Customer Proactivity: The airport’s policy assumes that customers will proactively book assistance if needed. However, not all customers may be aware of their need for assistance until they encounter a situation where they require it.
Lack of Staff Engagement: The couple mentioned that they were seen by staff but not approached. This suggests a missed opportunity for the staff to engage with the customers and offer assistance. A simple inquiry could have made a significant difference in the outcome.
Communication Gaps: The couple noted that no announcement was made at the gate due to a lack of facilities. This communication gap contributed to their misunderstanding of when they needed to be at the gate, ultimately leading to their missed flight.
Customer Perception vs. Policy Adherence: While the airport followed its policies, the customers perceived the situation as a failure in customer service. This highlights the importance of aligning policies with customer expectations and ensuring that staff are trained to handle exceptions with empathy and flexibility.

The Role of Surveys and Feedback

To address these challenges, it’s crucial to gather feedback directly from customers. Surveys can provide valuable insights into customer perceptions, helping to identify areas where expectations are not being met. In the case of CX Airport, a post-incident survey could reveal whether other passengers have experienced similar issues and how they feel about the airport’s special assistance policies.

Additionally, direct feedback from the couple involved in this incident could offer deeper insights into how they perceived the situation and what they believe could have been done differently. This information would be invaluable in refining the airport’s approach to customer service, particularly for passengers with special needs.

Turning a Negative into a Positive: Building Customer Loyalty

While the incident at CX Airport was undoubtedly a negative experience for the couple involved, it also presents an opportunity for the airport to turn things around. By addressing the root causes of the issue and implementing changes to prevent future occurrences, the airport can demonstrate its commitment to customer satisfaction.

One approach could be to implement a more proactive engagement strategy for staff. Training staff to approach passengers who may need assistance—even if they haven’t explicitly requested it—could help bridge the gap between policy and perception. As one commenter noted, “A simple walk along the corridor with a smile and a question would be all that’s required.” This small act of kindness could make a world of difference to passengers who may be unsure of whether they need help.

Additionally, the airport could consider revising its communication strategy. Ensuring that announcements are audible and clear, even in areas where facilities are limited, would help passengers understand when they need to be at the gate. This would reduce the likelihood of misunderstandings and missed flights.

Finally, by publicly acknowledging the incident and outlining the steps being taken to address it, CX Airport can rebuild trust with its customer base. This transparency would demonstrate that the airport is listening to its customers and is committed to making improvements based on their feedback.

The Bigger Picture: The Impact on Brand Reputation

The importance of addressing incidents like this one cannot be overstated, particularly for an airport with ambitious plans to increase passenger traffic. In today’s digital age, where social media can amplify both positive and negative experiences, a single incident can have far-reaching consequences for a brand’s reputation.

The social media debate surrounding this incident highlights how quickly opinions can form and spread. While some customers defended the airport’s actions, others were quick to criticise its lack of empathy. For an airport looking to build its reputation as a top choice for travelers, this type of negative publicity is not ideal.

However, by taking swift and decisive action, CX Airport can mitigate the damage and even turn the situation into a positive. Demonstrating a commitment to continuous improvement and customer satisfaction will not only help rebuild trust but also position the airport as a leader in customer experience.

Conclusion: A Lesson in Empathy and Flexibility

The story of the elderly couple at CX Airport serves as a powerful reminder of the challenges we face as CX professionals. It underscores the importance of understanding that customer expectations are not uniform and that our policies must be flexible enough to accommodate a wide range of needs.

While the airport’s policies were in place to ensure efficient service delivery, the incident highlights the need for a more empathetic approach. By training staff to be more proactive in offering assistance and by refining communication strategies, the airport can prevent similar incidents in the future and build stronger relationships with its customers.

In the end, customer experience is about more than just following procedures—it’s about making every customer feel valued and understood. As CX professionals, it’s our job to balance the needs of the business with the expectations of the customer, and to continually strive for improvement in every aspect of the journey. By doing so, we can create experiences that not only meet but exceed customer expectations, fostering loyalty and trust in the brands we represent.

8 learnings from this story

Misaligned Expectations Lead to Poor Outcomes: The airport incident highlights how a gap between customer expectations and service delivery can result in dissatisfaction and negative experiences.
Empathy and Proactive Engagement Are Crucial: Simple acts of empathy, like staff proactively offering assistance, can prevent small issues from escalating into major complaints.
Customer Perception vs. Policy Adherence: Even when policies are followed correctly, if they don’t align with customer expectations, the outcome can still be perceived as poor service.
Importance of Clear Communication: Effective communication is key to managing customer expectations and ensuring they understand what is required of them.
Balancing Procedure with Human Touch: Rigid adherence to procedures can overlook the human element, which is essential for creating positive customer experiences.
Proactive Staff Training: Training staff to recognise and address potential customer needs proactively can help bridge gaps in service and improve overall satisfaction.
Reputation Management: Negative incidents, even if isolated, can impact brand reputation. Addressing these quickly and transparently can mitigate damage and even turn the situation into a positive.
Continuous Improvement: Regularly reviewing and adjusting CX strategies based on real-world feedback ensures that customer service remains aligned with evolving expectations.