___________________________

Customer-Centric Systems for

Yan Cimon
Simon Véronneau

January 2009

CIRRELT-2009-02
 Customer-Centric Systems for the Airline Industry
Yan Cimon1,2, Simon Véronneau1,3

1
Interuniversity Research Centre on Enterprise Networks, Logistics and Transportation
(CIRRELT)
2
Département de management, Pavillon Palasis-Prince, Université Laval, Québec, Canada
G1K 7P4
3
Department of Logistics and Operations Management, HEC Montréal, 3000 Côte-Sainte-
Catherine, Montréal, Canada H3T 2A7

Abstract. Poor information diminishes customers’ perception of service quality. This

paper focuses on a novel systems intensive proactive approach to service quality in the

context of the airline industry. This paper first sketches the information cycle from the

customer’s standpoint. Secondly it shows where information could be pushed to the

customers. Finally, it discusses practical applications and the strategic implications for

firms. While being informed will not eliminate customer dissatisfaction, a proactive

approach to service quality will nonetheless prevent further satisfaction decreases and

allow for a smoother journey and better time allocation.

Keywords. Customer-centric system, passenger information system, proactive service

Acknowledgements. This research was in part funded by the Research Start-up Fund at
Université Laval and by HEC Montréal. The authors would like to thank the participants at
POMS 2008 for their comments on an early and substantially different version of this
paper. The usual caveats apply.

Results and views expressed in this publication are the sole responsibility of the authors and do not
necessarily reflect those of CIRRELT.

Les résultats et opinions contenus dans cette publication ne reflètent pas nécessairement la position du
CIRRELT et n'engagent pas sa responsabilité.
_____________________________

* Corresponding author: [email protected]

Dépôt légal – Bibliothèque et Archives nationales du Québec,

1. Introduction

As passengers come out of the airplane, they are slowly making their way through the

maze of the airport. Meanwhile their luggage is unloaded from the aircraft. Finally arriving at the

luggage pick up area, passengers stare anxiously at the conveyor belt carrying the luggage. At this

point the common traveller just hopes he will see his luggage. The unlucky passengers will see,

after thirty minutes of wait, a small cone saying that no more luggage were onboard that aircraft.

It has been confirmed, their worst nightmare in this long journey comes to fruition; most of their

belongings did not follow them to destination. Then begins the frustration of not getting proper

service; they go to the clerk and he might already know that their luggage did not make it. In the

best case the attendant already know when it will reach the customer, in the worst case: they just

begin tracing it.

Another very common annoyance for travellers is to rush to the airport only to find that

their flight is delayed, or even cancelled. The most prudent traveller will check the status of their

flight online or via automatic phone services before leaving for the airport. The questions that

arise are: Why is the onus on him to verify that the airline is keeping its engagement to provide

the service he bought? Why did the customer have to wait thirty minutes at the conveyor belt?

Isn’t there a better solution to this? Why can’t we provide a proactive customer relationship

management approach (PCRM)? Travellers have come used to the idea of bearing the

responsibility of getting the timely information required, but in these days of cut throat

competition, a proactive approach would certainly give a competitive edge to a company for a

small marginal cost increase.

1.1 Context

Airlines have been facing increasing competitive pressures since the 1990s [see 1] not

only globally, but also in the United States. This could be attributed to an increasing level of

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Customer-Centric Systems for the Airline Industry

concentration in the airline industry [2]. These industry dynamics have typically led to two

(sometimes simultaneous) classical responses: expansion in order to reap economies of scale and

generate more revenue; and aggressive cost cutting. On one hand, expansion efforts yielded

mixed results, especially in Europe, where acquisition strategies did not translate into the

expected benefits [see 3]. On the other hand, aggressive cost cutting efforts led to a strategic

convergence over time between low-cost carriers and traditional full service airlines [4]. The net

effect of these two responses has been an overall increase in operational efficiency for the entire

industry. This may be a mixed blessing as airlines experience service disruptions on a regular

basis mostly because of unexpected events [5]. Unfortunately, higher levels of operational

efficiency may not warrant the necessary slack in financial resources that is required to mitigate

important shocks in the environment [see 6].

In theory, efficient competition yields lower prices and/or higher levels of service as

firms try to outdo one another to consolidate and increase their customer base. Yet, in recent

years, the quality of service provided by airlines has decreased in the United States [7], a trend

that predates the tragic events of 9-11 [e.g. 8]. Tools like overbooking do yield substantial

benefits [9], but are often a source of irritation for customers who, for example, find themselves

arbitrarily bumped to other flights. These, and similar events, are causing important disruptions

in the “satisfaction-profit chain” [10].

1.2 Striving for Efficiency

Nonetheless, airlines that are not adapting to a new and very dynamic environment are

not positioned to effectively differentiate themselves [11], thus Franke [12] suggests that mere

cost cutting is not sufficient and that more aggressive use of technology-related innovations may

help build a strategic advantage. In fact, the strategic value of IT integration in the airline

industry has been a concern for the past 20 years [e.g. 13]. IT can be a driver for developing or

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sustaining a competitive advantage [14]. The role of IT in the airline industry has been examined

in the various stages of flight operations [15], but not yet from a fully passenger-centric

perspective. The purpose of this paper is to fill such a gap.

Airlines are currently scrambling to come up with new measures in order to cut their cost

drastically. Current operational costs of airlines are too high given the current revenue stream,

and the upward spiralling cost of fuel alone is a growing problem for all operators. While some

operators like American Airlines have decided to cut costs using some common sense fuel saving

measures such as taxing using a single engine, and using terminal based power while at the gate

[16] other operator choose more questionable avenues. Recently Air Canada regional carrier Jazz

has announced they were removing lifejackets from all of their airplanes in order to save on fuel

used to carry this dead weight [17]. It is still unclear even to them how much fuel will be saved.

The reality is that they most likely will save on the cost of maintaining this piece of equipment.

However, cutting down in safety features of aircraft is certainly not a good way to ensure long-

term stability and certainly makes for public relations headaches. The key to a sustainable airline

industry thus lies in a combination of operational efficiency and customer satisfaction.

This paper aims at improving both the operational efficiency of current systems and

improving the current airline passenger satisfaction with the service received. While it does not

have the pretention to be a cure to the current ailing industry it proposes a new framework for

dealing with service failures and improving the information flow between the client and the

service provider. This paper is divided in two main parts. The first reviews pertinent literature and

proposes a customer centric view to system design and service quality. The second part deals with

specific airline systems for improving the current information flow, and puts forth a proactive

failure recovery process to improve service quality. Lastly, it offers some concluding remarks on

possible implementations across domains and future research possibilities.

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Customer-Centric Systems for the Airline Industry

2. A Customer-centric View

Recent research underlines the importance of understanding customers, if only for

designing efficient marketing strategies [18]. Customer centricity is believed to generate

substantial value [19]. Previous studies have suggested that airline service quality is one of the

most critical factors that are likely to influence a traveller’s airline selection [20]. Furthermore

studies have shown that there is a correlation between service quality and customer loyalty [21].

Thus, airlines resort to frequent flyers programs [22], or to similar tools, in order to increase

customer loyalty as well as to gather data on their customers’ behaviours and preferences. Like

other industries, airlines can develop two types of loyalty; a true long-term loyalty or a false

loyalty. An example of false loyalty in the airline industry is a passenger choosing an airline due

to a frequent flyer program. An airline choosing to merely satisfy customers, who have choices, is

not enough to keep them loyal [23]. Therefore airlines must strive for total customer satisfaction

if they want to achieve greater loyalty.

The behaviour of travellers has often been modelled as a two-step choice where airline

choices are contingent on airport choice [see 24]. It is thus important for airlines to find ways to

strategically differentiate themselves from competitors. Park et al. [25] have shown that the value

of the service, passenger satisfaction and the image of an airline impact the passengers’ decision

process. The way complaints are dealt with also bears much importance [26]. Park [27] has also

determined that passenger perceptions are contingent on usage (i.e. chosen airline, class,

frequency) leading to the self fulfilling prophecy that the best airlines get the passengers that in

turn have the tendency to choose the best airline. Customer satisfaction thus is a key driver of

airline profitability because of its potentially positive effects on referrals and word of mouth.

Airlines therefore need to pay careful attention 1) to influencing customers’ expectations and

related factors as well as 2) to the complexity of its offers in the marketplace.

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2.1 Influencing Expectations

It may be beneficial to influence customer expectations of service prior to consumption

[28]. The needs and perception of service depend on which category the passengers belong to,

deBarros et al. [29] show that transfer passengers have very different needs than originating and

terminating passengers. Customers’ expectations may also vary depending on the portion of their

journey they are in, i.e. airborne or not as their reaction to food quality demonstrates [e.g. 30].

Furthermore, cultural traits impact the perception of service quality [31]. While the pervasive

halo effect is clearly present in airlines, according to Halstead [32]. In her comparison study of

the halo effect in the airline industry to another service sector, it was found that a strong

complaint correlation of 0.90 exists between airlines service attributes, which support the

existence of the halo effect. This halo effect can also be explained by the low incremental

transactional costs for passengers in further complaining [33]. Bowen et al. [34] also note that

Southwest has the lowest customer complaint rate of all US based airlines with 0.33 per 100,000

passengers in 2002 compared to an industry rate of 1.22 per 100,000 passengers. One of the

possible explanations for such a low rate is the low customer expectation when boarding a no-

frills airline, another would be the consistently to which Southwest deliver their service and is

hence in line with the customer expectation. Nonetheless, passengers’ expectations of high

service quality depend on four important and separate elements: responsiveness, reliability,

convenience, and safety and security.

Responsiveness. While customer expectations may vary across the service-related

processes, the typical passenger tend to place a premium on responsiveness by their carrier airline

staff [35]. In a recent study on a Turkish airline, Pakdil and Aydin [36] found that the

responsiveness of an airline influences the perception of service quality and that passengers’ level

of education also had a significant effect. This is also consistent with the results of the study

conducted by Aksoy et al. [18]. They found that punctuality, which included factors such as: on-

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Customer-Centric Systems for the Airline Industry

time departure, arrival, and luggage delivery, to be a significant service attribute expected by both

domestic and foreign airline passengers. However, over-generosity in service recovery efforts

may yield adverse effects [37] as customer expectation for future recovery effort can spiral

upwards.

Reliability. A study of passenger expectations in airline services from Gilbert & Wong

[38] found that the second most important criteria for passengers was the reliability of the service;

on time departure and arrival. They also concluded that airlines should focus on being prompt,

responsive, and having a willingness to help while maintaining a courteous attitude should be a

top priority of today airline companies.

Convenience. Internet-based reservation systems provide passengers with increased

convenience and carry substantial payoffs for airlines [39]. More recently the new self-check in

kiosk, and in some cases mobile access to numerous features such as checking-in via smart phone

have added new levels of convenience appreciated mostly by frequent travellers.

Safety and security. Policy and systems interact and often cause extra security related

[see 40] concerns and delays in passenger flows thus reducing the overall perceived quality and

satisfaction from the travel experience. This matters very much for individual airlines as service

quality may also serve as an indicator of safety quality [8].

2.2 Complexity

The airline industry provides increasingly complex services to customers because of the

complexity of the current airline networks, of airports and the lack of integration and richness

between the sources of information a passengers needs to use during their journey. The network

architecture of the airline industry [41] implies added cognitive strain on ad hoc passengers

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Customer-Centric Systems for the Airline Industry

because of its complexity, of the varying potential information asymmetry between all agents

delivering various portions of the service chain and the potential disruptions caused by factors

beyond passenger control that range from weather constraints to mechanical breakdowns to gate

changes to overselling tickets that result in unexpected modifications/cancellations in travel plans.

Furthermore, airports, especially mega-hubs, are increasingly vast as they provide an

ever-increasing array of services. An information-rich passenger-centric environment is essential

especially in the case of larger airports because of the sheer volume of travel (e.g. flights) and

non-travel (e.g. food courts and availability of special services) related information a customer

needs to manage. In mid-size to smaller airports, it could serve as a tool to stop airport leakage

other than by using prices [42]. Reliance on IT for matching customers’ expectations and for

dealing with complexity has been growing in the industry.

3. IT, Passengers and Airlines

Many studies have already established that retaining and satisfying customers can be

much less costly and more profitable than obtaining new customers [43]. Given the current harsh

economic context of the airline industry, airlines should focus on retaining current client while

gaining a competitive edge through extensive us of Information and Communication Technology

(ICT) systems, not only in designing and fielding new systems and services, but also through

active service redesign [44].

3.1 IT and Passengers

So far, the trend has been to increase the use of IT and automation by unloading various

elements of the service process to customers (i.e. self check-in, etc.) but without looking into a

tight integration of a wide array of services. Human-systems integration is often overlooked [45].

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Customer-Centric Systems for the Airline Industry

Better integration of the customer’s needs and expectations into the airline workflow management

may also yield substantial benefits [see 46]. E-service, according to Rust and Lemon [47],

provides increased interactivity at higher levels of customisation and bear the potential to increase

responsiveness significantly.

Websites have been a preferred service delivery tool for the airline industry. Shchiglik

and Barnes [48: 23] point to four essential dimensions: site quality, information quality,

interaction quality and airline specific quality. Also, customers are increasingly sophisticated in

their use of IT for transacting with organizations: a majority of potential passengers have

switched to online channels for airline ticketing [49] since for example, it sometimes reduces the

time they spend waiting in line. Consequently, levels of online booking adoption vary according

to customer airline preference (i.e. low frills vs conventional) [50]. This suggests they are ready

to adopt and move toward an integrated information-rich environment.

3.2 IT and Airlines

Airlines have been focusing their IT efforts toward increasing their operational efficiency.

An important area are IT systems for dealing with flight disruptions [51, 52] as these events bear

substantial cost implications in the event of delays and cancellations [53, 54]. Disruptions

directly at flight gates are also sources of added costs and delays for airlines [55] and of much

frustration for passengers. Seemingly menial tasks are also becoming more IT-dependent, such

as luggage management [see 56]. Continental for example has been focusing on applications like

real-time business intelligence [57].

3.3 A Passenger Information System

The travel industry, including airline companies, already uses a wide range of ICT

systems. The emergence of the internet in the mid-1990s as well as the development of intranets

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and extranets has made airlines refocus their strategy on technology innovations to enhance their

competitiveness. It is a great opportunity for airlines to save on distribution cost and facilitate the

reengineering of their structure [58]. Hence it is important to recognize that a customer

throughout the process of his journey, from the start of the booking, to his final arrival will need

to interact with more than one medium of communication. Figure 1 is a representation of how

these various mediums should be interfaced for a customer interaction.

----------

Insert Figure 1 Here

----------

It is important to note that the customer lies in the middle of an information loop, which

should seem seamless to him, while providing various level of media richness. The central

information system is the connecting point between customer centric system and the other side of

operations support system. The information loop use a variety of communication channels in

order to give the best delivery method as desired by the customer but also dictated by the context

of the information. This then allows a combination of user malleability to his personal

preferences, and intelligent system configuration that picks the most efficient information

delivery method, given the information type and temporal context.

3.4 The Benefits of a Proactive Approach at DHL

Sometimes the best lessons can come from an unexpected industry; DHL a global

transport integrator has been leading the way in its proactive customer relationship management

(PCRM) approach [e.g. 59]. When a package is delayed damaged or lost DHL contacts the client

immediately, and this before the client even expects his package. In the overnight air express

business, timely deliveries are a very significant service quality attribute. A client that expects his

letter to arrive before ten in the morning but due to delays would actually receive his letter in the

afternoon would cause him serious problems. The very reason he chose this type of service was

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the safe delivery of the package and the assurance it would be there at the stated time. This type

of incident would place DHL in service failure, if no prompt recovery is launched it could have

serious repercussions on future and repeating business. DHL chose to be more than prompt, they

are proactive; they start the recovery before the customer perceives the service failure. As such

when DHL knows they will not be able to make their timely commitment, they contact the client

first thing in the morning to advise him of the situation. This does not make up for the client’s

problem but increase the perceived quality of the service by acknowledging the failure and

providing personal attention to the client. Doing so also increases the likelihood of retaining the

client. DHL has found that providing a proactive approach has diminished the number of

confrontations. The traditional approach where a client called to report the missing parcel gave

rise to more tense situations for customer service representatives. Now with the PCRM approach

they spend less time calming the client and more time resolving the problem, which in turn

improves their operation efficiency.

3.5 System Opportunities

Nowadays the advent of modern wireless communications represents the convergence of

two key technology trends of the 1990s: portability and networking [60]. The recent GPRS

(general packet research service) system is a great opportunity for airlines to have a PCRM

strategy, as are faster and better upcoming protocols. The GPRS system can deliver data directly

to handsets, which are, in essence, always connected. These newer handsets are more suitable for

ad hoc m-commerce, such as instant messaging or alerts [60]. Timely information could be

directly sent to customers and a shift in the onus could occur. No longer would passengers have to

worry about retrieving crucial information, the airlines could guarantee delivery of such data, and

let the customers focus on more value adding activities. As outlined previously, one of the main

concerns of all travellers, which is considered a key service quality attribute, is punctuality. From

the previous studies discussed, there is no ambiguity about this representing an important area for

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Customer-Centric Systems for the Airline Industry

airlines to compete in. The following two elements are to me a simple way for airlines to switch

to a proactive approach, making better use of ICT for a small marginal cost. Figure 2 represent a

conceptual framework in rethinking the failure recovery approach. It thus purports to change the

sequence of typical failure recovery in order to ensure, a better cycle time, better service quality,

and a proactive approach to customer service.

----------

Insert Figure 2 Here

----------

As we can see instead of having the customer detect the failure and instigate the failure

recovery a system agent detects the failure and allow for a recovery to be launched. Once the

recovery process is launched the customer is then notified of current steps taken and how the

problem will be solved.

Since information lies at the centre of the business-organization-technology triangle [61],

it allows for a better integration of these three dimensions. Lee et al. [62] suggest that

technologies need to be customized and aligned in order to generate an appropriate knowledge

environment while also taking into account the necessity of understanding the intricacies of the

business process at play. A passenger information system could possess e-commerce modules for

which adoption could be facilitated by offering lower prices than through conventional channels

as in the case of traditional online e-commerce [63]. This system could constitute an ideal m-

commerce platform as ticketing applications are under development [64]. These types of services

and applications are increasingly expected and used by consumers as their age cohort is typically

younger [65].

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Customer-Centric Systems for the Airline Industry

3.6 Potential Applications

Potential applications for such systems include servicing luggage delays and flight delays.

As figure 3 illustrates, the need and information flow throughout the journey of a customer varies.

The figure shows the typical need of customers in terms of updates and information. The two

main concerns for most passengers are flights status and luggage status, which together form the

whole of the service delivery.

----------

Insert Figure 3 Here

----------

Luggage delays. The technology has greatly evolved since the airlines started in the

1950s. Now all luggage are tagged with bar-coded labels, in some airports the movement of

single pieces of luggage can be followed in real time. The key is to integrate all the information

systems used to deliver the required data in a proactive manner. A handful of carriers increasingly

try to proactively trace every single piece of luggage. When a warning would be triggered by the

system that a piece of luggage did not follow through, a message could be sent to the destination

terminal. There an attendant could prepare all necessary steps in recovering the service failure.

Taking simple measures such as meeting the client at the gate, and proactively address the issue.

This would sharply contrast with the current approach of having him wait at the luggage pick up

area. Another alternative could be to have a message sent to the aircraft advising the flight crew

of the issue. This would enable them to take action immediately to improve the customer’s

journey. They could do such things as offering him a free upgrade to first class, and take

arrangements prior to the plane landing. This would certainly make a difference in the customer’s

perception of the service quality.

Flight delays. ICT systems have already improved the prompt accessibility of flight

status to airlines customer. It is now possible for customers to log on to the airline’s web site to

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access latest information or use the conventional phone-in system, often offered through a toll

free number. Some companies even go as far as providing average waiting time per airport at a

given time. While all these services alleviated some of the frustration by preparing customers to

brace for service failure it remains a passive system that every customer has to access. A shift

towards a dynamic/proactive approach where the customer will be able to have confidence in the

airline’s service delivery timetable is proposed to provide the key information when required.

Just a few years ago it would have been impossible to think that an airline would contact directly

a customer to advise him of flight delays. Nowadays with the current level of technologies it is

possible for airline companies to offer that level of personalized service to their customers.

Instead of having the customer log in, or dial in, to verify just in case there would be delays, the

clients could be directly advised through automated messages. Since airlines already have

integrated information systems that are updated in real time, the leap towards sending customized

messages to their customers would be small. Whether through e-mail, fax, SMS or automated

telephone call, this timely information could be sent to customers affected by a given problem. A

large percentage of the population already has access to SMS type messaging through their

mobile phone, using this technology would be cost efficient and require very little change from

current ICT systems.

4. Concluding Remarks

These kinds of arrangements would clearly distinguish an airline from its competitors and

ensure a prompt recovery before the perceived failure. It would also send a strong message that

the airline cares about the customer and that his time is valuable. While this system is applied to

the airline passengers specifically, a proactive approach to service failure recovery could be

beneficial to other domain within the service industry.

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A question that remains for future research in this stream is why passenger airlines are

lagging behind air cargo companies. They both operate in a very competitive market and need to

fight fierce battle to maintain their current market share. Perhaps the reason cargo company are

leading the way is that more revenue can be generated by carrying a cubic metre of letters than by

carrying passengers. Has the time of air express parcels become more valuable than the time of

passengers? Going for a proactive approach will never make up for getting it right the first time,

but it will certainly provide a great service recovery and lighten the stress burden of passengers

while giving a distinctive competitive advantage to the companies that will adopt a PCRM

approach.

While airline market orientation is positively related to business performance [66],

Gudmundsson [67] found that financial distress was less likely for airlines that emphasized brand

image and productivity rather than classical market power. From the customer’s perspective, a

brand, or group of brands, may be strongly reinforced by radical uses of IT. Interorganizational

information systems may contribute to competitive advantage of early and late adopters by

leveraging technology and by constantly innovating to provide the customer with more value [68]

and a higher level of service. From an airline manager’s perspective, emerging technologies

constitute a powerful answer to competitive pressures. Furthermore, the financial benefits of a

proactive approach need to be evaluated. Like Automated Vehicle Location, that assist managers

in preventing congestion and increasing the level of service in bus transportation networks [69],

complex innovative algorithms could be implemented to assist passengers, airport and airline

managers, in optimizing passenger throughput and experience and thus airline revenue.

It has been known for a while that IT does profoundly affect some industries dynamics

[70]. Passenger information systems that provide an integrated information-rich environment may

be one tool to assist in maintaining competitiveness of airlines or air travel as a whole, along with

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the more classically used capacity-reduction [e.g. 71], to mitigate the effects of the cyclicality of

the airline industry. However companies teaming together solely for a joint activity, event if IT

related, may not have lasting relationships provided they do not delve into deeper commitments

[72] or do not pay careful attention to their asymmetries [73].

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Customer-Centric Systems for the Airline Industry

ANNEX – FIGURES

Figure 1: A Passenger-centered Information System

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Customer-Centric Systems for the Airline Industry

Figure 2 : A Proactive Approach in Service Failure Recovery

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Customer-Centric Systems for the Airline Industry

Figure 3: Information Flows and the Traveller’s Journey

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