HND客户服务OUTCOME1案例
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Assessment Task 1
Outcomes covered 1 and 2 Assessment Case study: The ABC Airline
An ABC Airline is an airline based in Singapore who has a young fleet, experienced pilots, attentive cabin crew and the
pickiest ground technicians in the world.
This airline company claims to offering the customer its undivided attention and care. Today, it is taking great pride in its
reputation for both quality and being a ‘good listener’. It has learnt that superior-quality service pays off and, most importantly, that doing what the customer wants is the key to customer retention.
As one of Asia’s largest route network operations, the ABC Airline conducted in 2005 one of the most comprehensive and
extensive passenger surveys ever carried out. As the usual industrial practice only a few thousand travelers are asked for their
views and comments. The airline surveyed over 400,000 Asian business travelers who fly with them or other airlines. What’s
noteworthy is not the survey results, but the response to what business customers want. Top of the list of wants for a better flight for business customers was more leg-room and elbow-room, followed in third and
fourth places by designated lounges and non-smoking aircraft. Separate check-ins and passport control were the top two most
important convenience factors stressed by the business customers surveyed.
The ABC Airline listened and took note by heart. It carried out tests on wider seating arrangement for business-class passengers
on selected domestic and international routes. Responses were very positive. It redesigned a unique response where the airline world is concerned, business-class seats to make them wider. To ensure that The ABC Airline got things right first time, the
design of the new seat was carefully thought out. The airline seat manufacturer, which was commissioned to do the redesign,
was brought in to work with the airline’s marketing and technical staff. Other conveniences were also incorporate into the new
seats. For example, they are equipped with modern communication systems, and a credit-card-operated telephone is installed in
each armrest! Finding out what target customers require or desire is one thing. Responding to these demands and to the satisfaction of
customers is another. The ABC Airline ran an ad campaign to thank respondents in the survey. But as the story above shows, a
customer focus can benefit service business. To improve service quality, the firm must listen to what customers want and then
commit resources to deliver precisely that.
NB: The Case Study above is totally fictitious. It does not depict any real company.
