Managing Customer Focussed Organisation: Airline Industry Case Study

This report examines customer-focused strategies within the airline industry, using Air Mauritius and United Airlines as case studies. Air Mauritius focuses on network concentration, fleet modernization, and enhanced in-flight services, including wireless entertainment and improved cabin experiences, to cater to diverse customer needs. The report also discusses the customer lifecycle and the importance of health surveillance and risk management in building passenger loyalty. The report further analyzes United Airlines' approach, including personalized services, online booking, brand promotion, and fleet management. It highlights the significance of handling customer complaints effectively to maintain customer satisfaction and loyalty. References from credible sources are also included.

Running head: MANAGING CUSTOMER FOCUSSED ORGANISATION
Managing Customer Focussed Organisation
Name of the student
Name of the University
Author note

1MANAGING CUSTOMER FOCUSSED ORGANISATION
Answer 1)
Air Mauritius has implemented various strategies that makes it an organization that
focusses on the aspect of customer service. Air Mauritius lays focus on network
concentration along with fleet modernization that has enabled in making it friendly to the
consumers 1. Air Mauritius has launched ‘Air Corridor’ that paved the path for direct flight
to that of Singapore. It has paved the path for improving the air connectivity in between
Mauritius and that of Singapore. Air Mauritius has introduced new generation aircraft that
has helped in improving the quality of the service for the customers. Air Mauritius service
thus caters to the needs of the people of the young age who gets attracted to the aircraft for
the exclusive services provided by it. Air Mauritius has also update the in-flight
entertainment system that can be convenient for the customers. Air Mauritius has improved
cabin experience by the introduction of new seat cover along with comfortable seat cushion.
Wireless entertainment system is provided by Air Mauritius that has helped in popularizing
the services of Air Mauritius. It can be accessed on the smart devices of the customers. The
consumers can choose from the multimedia library that helps in opening various kinds of
opportunities for the consumers of Air Mauritius. Air Mauritius has improved the on board
experience by offering flat seats along with luxurious bedding that has made it popular
among the consumers.
Customer Lifecycle can help in mapping various stages that a customer goes through
while consideration of a product or a service2. The different elements in relation to Customer
Lifecycle are reach, acquisition, conversion, retention along with loyalty. Air Mauritius takes
1 Airmauritius.com. 2018. "Cheap Flights From India To Mauritius: Book Direct Flights With Air Mauritius".
Airmauritius.Com. https://www.airmauritius.com/index_in.htm
2 McCrory, Barbara, Nick Pilcher, and Janice McMillan. "A holistic framework to embed good company
practice for customer retention." The TQM Journal 29, no. 2 (2017): 257-275.

2MANAGING CUSTOMER FOCUSSED ORGANISATION
into account the welfare of the passengers by taking recourse to health surveillance. Air
Mauritius has implemented a dedicated process that helps in treating and monitoring the risks
that helps them in winning loyalty of the passengers. It makes use of risk reduction
techniques that helps in taking care of the passengers. Air Mauritius involves the internal
teams along with line management that helps in the updating on that of the risk portfolio that
helps it in reaching a large number of people. This strategy devised by Air Mauritius helps in
taking care of the safety of the passengers that helps in making the service friendly to the
consumers of Air Mauritius. Air Mauritius offers different kinds of offers that has helped in
making it a budget friendly service that helps it in acquiring customers. Air Mauritius is
involved in offering Special Business Class Promotion Fare that makes the service affordable
for the consumers of the airlines that helps in converting people to loyal customers. The
passengers can easily check the flight status along with timetable of the airlines services with
the help of the website of Air Mauritius.
Answer 2)
Value is created for the customers in the airlines industry by providing a fully
personalized service. Integrated technology which operates within real time can help in
providing seamless service to the customers3. Mobile can act as an effective avenue that can
help in the facilitation of personalized dialogue. Personalization can increase the loyalty of
the customers and this can create value for an airlines. The guitar of musician Dave Carroll
was broken when it was being handled by the baggage handlers on tarmac. It was a prized
possession of the guitarist and this lead to a feud in between the airlines company and the
3 Grönroos, Christian. "Reforming public services: does service logic have anything to offer?." Public
Management Review(2018): 1-14.

3MANAGING CUSTOMER FOCUSSED ORGANISATION
musician. This kind of incident can break the confidence of the passengers as it makes the
passengers feel that they are not important for the airlines company4.
United Airlines offers various kinds of classes like First Class, Business Class,
Premium Economy Class and Economy Class that helps in serving the needs of different
kinds of passengers. United Airlines offers the opportunity of booking the tickets online with
the help of their website that helps in the marketing of United Airlines. United Airlines
operates with the help of many routes within Asia-Pacific region5. United Airlines promotes
the brand with the help of print advertisements along with online advertisements. Chief
Executive Officer of United Airlines brings with him deep knowledge in relation to strategic
position that helps in the marketing of the airlines. United Airlines has various programs that
helps it in earning miles that serves the needs of the customers6. United Airlines has fleets
like Airbus A319, A 320, A 350 and Boeing 757, 767, 777 along with 787 that has made it
popular among the customers.
United Airlines can turn the unhappy customers into that of happy customers by
providing them with superior service the next time when they would travel on the airlines.
The belongings of the customers should be given due attention and they should be carefully
handled that can make customers like Dave Caroll happy. Handling the aspect of customer
complaints can help in opening opportunities for United Airlines. Customer complaint acts as
an indication of the satisfaction of the client with that of the product or service. It has been
4 Youtube.com. 2018. "Singer's Sweet Revenge". Youtube. https://www.youtube.com/watch?v=PGNtQF3n6VY.
5 Flouris, Triant G., and Sharon L. Oswald. Designing and executing strategy in aviation management.
Routledge, 2016.
6 Shaw, Stephen. Airline marketing and management. Routledge, 2016.

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found with the help of research that the organizations who can handle the complaints in an
effective manner can enjoy the loyalty of the customer.

5MANAGING CUSTOMER FOCUSSED ORGANISATION
References
Airmauritius.com. 2018. "Cheap Flights From India To Mauritius: Book Direct Flights With
Air Mauritius". Airmauritius.Com. https://www.airmauritius.com/index_in.htm.
Flouris, Triant G., and Sharon L. Oswald. Designing and executing strategy in aviation
management. Routledge, 2016.
Grönroos, Christian. "Reforming public services: does service logic have anything to
offer?." Public Management Review(2018): 1-14.
McCrory, Barbara, Nick Pilcher, and Janice McMillan. "A holistic framework to embed good
company practice for customer retention." The TQM Journal 29, no. 2 (2017): 257-275.
Shaw, Stephen. Airline marketing and management. Routledge, 2016.
Youtube.com. 2018. "Singer's Sweet Revenge". Youtube. https://www.youtube.com/watch?
v=PGNtQF3n6VY.