Introduction
Developing and maintaining a unique customer experience is vital for the success of firms in different economic sectors. However, creating customer experience requires a significant degree of commitment and creativity especially by the top management1.
The initial step entails developing a clear and comprehensive understanding of the customers needs. Since its establishment, Emirates Airlines has been concerned over its customer’s satisfaction.
In an effort to understand its effectiveness in satisfying its customers, the author sought to evaluate how emirates customers remember their experience upon travelling with the airline.
Analysis
Most individuals who have travelled using the airline are pleased with the services offered. One of the factors cited to be the major causes of the unique experience received is its sensitivity to all the customers needs.
According to responses of customers who have travelled using the airline, the airline does not discriminate its customers on the basis of class. The airline ensures that both customers in the executive and economy class receive the same level of experience.
For example, the firm has added a multi-cultural flavor in its effort to appeal its customers. The airline has attained this by sourcing its human resource from different countries. As a result, the airline is able to serve its customers more effectively.
For example, its flight attendants speak in more than 10 languages. This has played a vital role in breaking language barrier with its customers. By eliminating language barrier, Emirates Airlines has been able to offer personalized services. The resultant effect is that most customers attest that they received unique experience.
Additionally, the airline has trained its flight attendants on the best way to serve the customers. The flight attendants are friendly and they welcome the customers with warm and natural greeting. The passengers are walked by one of the flight attendants to their respective seats.
Upon settling in their respective seats, the passengers can enjoy different amenities from the amenities box. During the flight, the attendants are continuously attentive to the customers needs.
Describing their experience with the airline, most customers were of the opinion that the airline is considerable of the customers in its pricing strategy. When asked why, they cited the airline’s low-cost pricing strategy as the main reason.
In their consumption patterns, it is the consumers’ objective to maximize their level of utility at a minimal cost. Through the airline, customers were able to travel to different destinations more cost effectively. This illustrates that the airlines low-cost pricing strategy is successful in entrenching repeat purchase behavior amongst the consumers.
A significant proportion of customers consider the airline to be innovative. One of the factors which have led to this sentiment is its incorporation of information technology2. Emirates Airlines have incorporated electronic marketing concepts.
Consumers can be able to book for flights and other reservations online. This has significantly reduced the amount of time consumers’ use when searching for information regarding the airlines products and services.
Emirates Airline customers said that online booking has enabled them to book for flights quickly. Additionally, the airlines online booking gives them freedom of choice. For example, they can be able to book a specific seat and to order a particular meal.
In its online booking, Emirates Airline has ensured that making of payment using credit card is secure. The resultant effect is that the airline has been able to eliminate chances of customers losing their money in the cause of its transfer.
The airline has also ensured security of its passenger’s transactions conducted using its internet services and other personal information which is online. The firm has attained this through incorporation of a secure technology referred to as the Secure Socket Layer (SSL).
It has also enabled them to attain effectiveness with regard to travel control. For instance, the customers are able to book their travel date, select their preferred route, departure and arrival cities.
Conclusion
In summary, most Emirates Airlines customers are pleased with the services offered. The airline has been successful in entrenching a unique customer experience. This has been attained through implementation of effective operational strategies.
For example, its low cost pricing strategy has enabled its customers to receive a high value for their money. Additionally, the airline has also ensured that customers receive value for their money.
This has been attained through provision of quality amenities to all the customers despite their class. Its flight attendants have played a crucial role in entrenching customers experience through provision of personalized services.
By integrating information technology, customers are able to book their flights in addition to making other reservations online.
Online booking has reduced the amount of time consumed when booking for tickets by eliminating queues which were common in the traditional method of booking. Emirates Airlines has also ensured that its online booking system is secure. As a result, loss of customer’s personal information and money when paying using online method is ensured.
Footnotes
- White, Z, Management from A to Zweig, The complete works of mark Zweig. HarcourtCollege Publishers, Fortworth, 2010.
- Emirates, About booking online: the easiest way to book travel. Emirates Airlines, 2011. Web.