Listening to the customer
Listening to the customers is simple in concept. The customer speaks and the airline listens. But at the same time, listening to the customer is difficult because:
- There are so many customers
- There are so many ways the customers can speak
- Computers are designed for handling transactions, not language
To try to listen to the customer manually is not a possibility. There simply are too many customers.
Realistically the only way the airline can listen to the passenger is in an automated manner using the computer. One of the best ways for the airline to hear what the customer is saying is to turn to the Internet. When you look at the Internet, there are whole collections of feedback from the passenger. Most of the comments made by the passenger are in the form of complaints.