United Airlines has gotten really good at celebrating customer milestones, like million mile achievements, inflight.
They also want flight attendants to wow customers by offering to hang jackets in first class, limiting galley noise, and delivering predeparture beverages up front – and most of all, thanking customers for flying United.
Live and Let’s Fly cites a United Airlines memo to flight crew detailing that providing specific elite recognition onboard drives a 45 point difference in customer satisfaction.
Did the flight attendants recognize your MileagePlus status? Year-to-date, FA Satisfaction is 94.8 when Global Services and Premier 1K customers answer yes to this question versus 50.3 when they answer no. That is a ~45-point difference!
…Premier customers (Silver, Gold, Platinum, 1K and Global Services) are extremely valuable to United, and many fly United just as often as you do. Your [device] makes it easy to identify GS/1K customers…and invite them to enjoy a Choice Menu item and their first drink on us.
American Airlines research shows that two main drivers of a first class customer’s likelihood to recommend the airline are (1) receiving a predeparture beverage, and (2) being addressed by name.
Put another way, they’re more likely to recommend the carrier when they receive the service they expect and when they are recognized. There are many ways to recognize a customer – treating them as an individual (speaking to them as a person with a name) and thanking them for their business (which means you’re aware of them as a person and their contribution to the company).
These are small touches that help make air travel feel more human. Most of the time it’s highly impersonal. We’re pushed to use digital channels to interact with the airline. Coach class feels like cattle class. And even first class isn’t in any way refined.
When I was a ConciergeKey member at American Airlines they were good at taking care of me when travel plans went south. But there were day to day things that they did as well. Often a premium services agent would simply meet ConciergeKey members at the gate, walk them up to the plane, and thank them. That’s a different experience than just scanning a boarding pass. There’s a person who welcomes you, and that’s hospitality.
An airline has tens of thousands of employees who interface with customers, and each one can be an ambassador for the brand. That’s why uniforms matter, and a product that employees can be proud of matters. Encouraging them to interact with passengers guests matters, too.
While there’s little that can be done to force it, United is really good about providing on board and in-airport milestone recognition. They’re trying to be better about saying thanks on board as well, even if it’s just words of encouragement for staff making that happen.
In other words, FAs should deliver on service standards.
I appreciate good customer service, but what I really appreciate is decently-priced long-haul award space in business class. Maybe opening some of that for 1K and GS members would up the satisfaction scores.
Being addressed by name by someone I don’t know kinda makes me cringe.
wouldnt mind if they’d fix polaris catering …. that would be good recognition!
I expect a solo- then surprise duet – of wind beneath my wings.
On a United flight to Singapore, the pilot surprised me with a small cake and told me I had just become a 3 Million Miler! Plus lots of recognition and support on the way to 3 Million! Yep. It makes a big difference. United had a dip a few years ago, but they are back with personal service.
I am often recognized and thanked as a 1K. I do quite enjoy it. Honestly as a grinder that has to earn it through countless layovers and inconvenient flights, it’s the little things like this that help.
“I expect a solo- then surprise duet – of wind beneath my wings.”
Funny you should say that. I reached 1 MM a couple of years ago on IAD – Accra. It was a last minute trip and I was able to upgrade to Polaris. Prior to departure one of the FA’s walked up to the person in the seat in front of me and started singing that to her. I thought WTF? They must know each other. But it was a bit odd.
Later during the flight that same FA stopped by and congratulated me for reaching 1 MM and said she mistakenly thought it was the passenger in front of me. Thank God I was spared the solo.
They did a nice job, greeting me at the gate and giving me a very nice gift bag. It was cool. But I’d rather they open up the Polaris awards like in years past. It used to be you could find a seat or two to Asia for example, which was instantly upgradeable if you were flexible with your dates and routing. Now. Forget it. I’ve lost a significant amount of Plus Points the last two years because they expired. That’s what matters to me. But those rewards are not free, unlike the recognition they are pushing.
Another suggestion: Automatically convert unused Plus Points to miles at the end of the year. My spouse and I have both been 1K or Platinum for the past several years and we have never been able to use our Plus Points. When the program started, you could pay more points up front for a guaranteed redemption, but then UA rendered Plus Points only available for upgrades. Next they sold all the upgradeable space to people (like us) who were willing to pay a little $$ to upgrade to 1st from Econ Comfort. Why give away Plus Points upgrades when you can sell them for $59, $89, or more?
We are going to drop back to Gold next year because that still gets us Group 1 boarding, Premier checkin and phone support, and Star Alliance Gold benefits. But there is no point in paying for additional fares that only lead to useless Plus Points.
I was really looking forward to my United 1MM flight in December 2022. I was flying IAH-NRT in Polaris as a 1K, so it was very disappointing when they didn’t even know I was crossing 1MM until I brought it up. Even after I told them, nothing.
Recognition of long-term milestones is important, I’m glad United is making a better effort. I’ll have to wait a while to cross 2MM and hopefully have a better experience.
Fake News! (At least the AA material)
For years, American Airlines has told us customers say the the most important things are on time departure at all cost and to get rid of seat back entertainment.
I have been dissatisfied with the food in Polaris business class the past 3 years. They have gone from bad to worse. Also, flight attendants, even in Polaris, are rude!!!!!! They are miles behind FAs in other Star Alliance airlines. Also, FAs in the US seem to be too lazy to comb their hair. fAs from other countries are well-groomed.
I’m a registered nurse for a very accomplished hospital system. Our patient satisfaction goals are stringent and that being said are never allowed to be compromised in any way. Our patients must always get our full attention and our goals are reviewed weekly. Low scores require action plans and a better score by next week. From what I can see when flying united, which is my primary airline they have much work to do. Possibly a total revamp of what it means to provide a customer with excellent service.
Delta USED to be this way under Richard Anderson. With Ed he only takes away , major devalue of skymiles program, poor food, old 757 even across the ocean where IFE screens don’t work , Trey tables literally fall (as it did on me amd the FA not only didn’t write it up but didn’t replace the drink , and the major melt down where he went to France and left his passengers stuck w no place to eat or sleep. Welcome to the new delta. Who’d have thought United is where it’s at??
There is something positive to be said about a flight attendant greeting you or a PILOT presenting him, or herself In PERSON when you deplane after your flight (Thanks United). But NOT by your name please (what if I don’t like my name?.) And there is something Negative to be said when you are ignored when you deplane after your flight (Sorry Alaska).
I never try to compare FOOD on an airplane or at an airport even with the best restaurants. Even restaurants have a hard time providing good food.
Kirby is quite skilled at enacting policies that improve things for passengers as long as the new policies don’t cost anything.
Talk about participation trophies. Who was there to congratulate you all, fawn over you and pat you on the back head you reached one million steps in your lifetimes?
I crossed 1MM a couple years ago.
I was in business flying EWR to MIA.
Flight attendant made an announcement on the PA and then came over to congratulate me. I thanked her and asked is that it? So she brought me a cookie. I emailed UA CEO and said after 20 years of grinding 50K per year that’s it. 2 years later I got a plastic business card holder with an insert that said 1 Million Miler. Not much for brand loyalty.
When I crossed 1 million miles no acknowledgement. Approaching 2 million miles in early 2015 – we will see if it again goes unnoticed
It’s definitely a good idea for United to improve it’s customer service/experience but it feels like lipstick on a pig if they don’t deliver PDBs and proper catering in domestic first. The quality not just the route network actually has to be there if they want people to prefer United over the competition.
The United Family appreciates your business and loyalty to our airline. We think we have the best route system, the best fleet, and the best people.
Two years ago I jumped from ep on AA to 1K on United and it would be hard for me to go back. United is way way better. Service is better, lounges are better, 1k line is better. The only thing I don’t like on united is the pre departure drink is water or one other choice, but in the end who cares. AA is not focused on the frequent flyer, but on the credit card spender.
Yet on AA most of the time the F FA stares off into space during boarding and rarely uses your name when taking food/drink orders. The second isn’t a biggie for me but a relaxing pre departure cocktail in the afternoon or evening is.
I was a 1K for many years, up to the pandemic. Early on, I would fly UA because I could use my GPUs and PPs to get international upgrades at booking, at least one way – not easy, but could usually find them on some connection where UA was trying to fill seats. That disappeared. With PPs useless, at least for my TATL trips, it made UA noncompetitive with the EU airlines, which were usually less for a purchased business class ticket, easier to get upgrades on, and had much better food and service. I’ve only flown UA TATL once since the pandemic (and got bumped off a direct to a connecting flight). Happy to fly them domestic, which has kept me at silver/gold, and it was nice to board first and occasionally get thanked, but only reasonably available international upgrades or a massive improvement in soft product would move the needle on who I choose to fly. One World Emerald through AA, by the way, has a very solid benefit of free business class seat selection on BA, which is worth a couple of hundred dollars per trip – now that is a tangible benefit of status, not nonexistent upgrades on UA.
I don’t get how the predeparture drink is going to make or break a customer service score. It’s what people expect sure, but they also expect an on time departure so handing those out while cattle class is trying to board just slows things down. Sure it’s nice to sit there holding your water, OJ, or whatever while the little people trudge to the back but if we’re pushing a clock I’d rather get out on time than not. As for name recognition, I could go either way. Again, it won’t make or break a score, that is up to the gate agents/FA’s attitudes, cleanliness of my seating area, you know… things that matter. If they were doing scores back in the Smisek days though, before they ripped out the screens), I would have given every flight where the FA’s fast-forward past his introduction a max rating.
Delta already does all this
Big deal! Get on, sit down, and mind your business! These airline stories are entertaining, I fly every week, sometimes in business or main cabin. The flight attendants are always professional and I don’t expect anyone to kiss my butt just because I fly a certain carrier. I’m satisfied with a clean airplane, that’s it. The flying public is the problem, not the airlines!!!
As someone who mostly flies AA and mostly flies first out of CLT, my experience is that predeparture drinks maybe happen 25% of the time. I agree with the AA research however, that it is one of the things passengers in first expect to see to differentiate the experience. Just surprised that they can’t make it happen more often. Sounds like AA could learn some better practices from United.
The last time I flew United the ‘FA’ was walking up the aisle with a coffee carafe yelling at the clients to “PUT OUT YOUR CUP!”
Extremely rude and irritated like she hated being submitted to the indignancy of having to serve the clients.
The last time I flew United the ‘FA’ was walking up the aisle with a coffee carafe yelling at the clients to “PUT OUT YOUR CUP!”
Extremely rude and irritated like she hated being submitted to the indignancy of having to serve the clients. I know it can be a tiring difficult job, but realize how such a seemingly small thing creates a lasting impression.
Became a 1MM a few years ago, and knew exactly when I achieved it on a flight from SFO-IAH was kinda hoping someone on flight would acknowledge it during or on exit, had a seat in first, but never head a word. A few weeks later, I called the Platinum line asked if I could receive the “luggage tag” that was the “gift” for spending years accumulating a million miles. The agent said, “we already sent it to you, must be back ordered” no thank you or anything. Didn’t expect a parade, but at least a “hey Thanks”. I do very much appreciate lounge access when traveling abroad but haven’t been upgrade domestic in several years lol. Still hanging on to my 1.3 million miles using them from time to but with devaluation they are becoming less and less of a reward for spending years flying with UA. Disappointing for sure.
Well kudos to United for their new policy allowing three bags of 70lbs for Million Milers internationally. Quite an incentive from my viewpoint as I always seem to have lots of hands out at each end of my trips!
We’ve all gotten unrealist expectations from watching Up in the Air. I remember years ago when I hit 1MM on AA. I didn’t expect a visit from Sam Elliott, but some kind of acknowledgement would have been nice. Nothing. On the other hand, on an in-state AA flight a couple of years ago I got a handwritten note on a nice stationery card signed by the flight attendants thanking me for being EP. That gesture meant a lot to me.
United continues to strive to do better. I respect that immensely. I fly UA frequently and am always called by my name and thanked for my 1K status. I have experience gracious cabin crew hang my cost and offer pre departure beverages even when time is very short. Yes, it makes a tremendous difference in how I rate service. They consistently make a strong effort. The F/A’s on UA are generally very friendly and professional and seem to enjoy their jobs which makes a difference. There is always room for improvement but I consistently see things going better and better at UA. I’m starting to see catering improvements but like anything it doesn’t happen overnight.
UA is definitely going in the right direction. I appreciate the lightings they continue to improve service as well as the big things
The only time I’m recognized as being a 1K is in Polaris. Domestically it’s never mentioned.
United is really annoying because they are consistently inconsistent. On one flight on my birthday the captain sent me a signed Bday card while the FA ignored my 1K status and as I was sitting in row 5 of first my meal choice was no longer available by the time she got to me.
Somewhat ironically, i hit 1 million miles on an AA flight that I got original routing credit for. It was back in the days when Continental’s management took over. Everything went bad and I was lucky to get home on the same day as I booked. Things are different now. Today’s United may not be great, but it is good. Things like acknowledging 1k’s help make it better. You can say that you want more (we all do, right?j but it’s still nice.
In the old pre-deregulation days, flying a lot for business, FAs did this all time. I remember one month in particular that I flew back and forth between the same two cities twice a week. By the second week the FAs already had my routine down, from taking my jacket, what I wanted to eat/drink to departing.
To be honest, it made working while flying so much easier. I could get my notepad out (laptops weren’t invented yet) and just work.
Back then, when piled up FF miles, you actually flew them.
@flyguymike “I don’t get how the predeparture drink is going to make or break a customer service score. It’s what people expect sure, but they also expect an on time departure so handing those out while cattle class is trying to board just slows things down.” Uh, have you ever actually watched them do it? They quite skillfully can do it, taking advantages of the stop-and-go nature of later boarding.
My name? I’m not so conceited.
Shut the boarding door. Let’s go!
The issue with all of this is that expectations becomes entitlement. Yes FAs are hired to provide excellent customer service on board. Yes FAs are supposed to acknowledge status. But look at most of your comments. You sound like entitled elitists that think you deserve the world because you spend a little more money than others. Some of you need a reality check and lessons in humility. Let me ask you this though, when was the last time you asked an FA how their day was going? When was the last time you thanked an FA for all the work they do? The tireless hours, the holidays spent away from home and family, the special occasions missed, the ill family members they have to be away from in order to afford to take care of that family member. FAs are real life human beings in case you forgot. Start holding companies accountable for not treating their employees like human beings. There’s a saying that says, if you keep your employees happy, they’ll keep your customers happy. Hold those accountable that actually need to be. As someone who has learned to live with less than others so wonderfully blessed, when you stop expecting so much, life is a lot more fun and things usually expected are nice surprises. Just be kind.
I paid for a Business Class ticket to Australia (not cheap), I am 1K and I was sitting in 1A and I still didn’t get my first choice for dinner. I had cold pasta instead. I can still taste it. I still haven’t gotten over it really. I also had a broken chair in Business and it barely reclined. United gave me $300 credit. Most long haul flight attendants are rude. I love most domestic ones. Now that I think about it, I wish I had put all that time and money into Delta.
“I appreciate good customer service, but what I really appreciate is decently-priced long-haul award space in business class.” That’s so important, any time of the year.
US Airlines have fallen so far behind the European and asian Airlines. These gestures have been standard on many Euro/Asian Airlines.
What i look for is consideration for tall people in business class, as a 6ft 2 person the seats fail in business class , i can deal with one meal over seas ,, the service gets an A plus, i considered stop flying United cause my flight last year , even though business class has its own door , we was of the last to get to our seats , they had a big handicap to be seated, then they had a loto drawing thats ok but why not let business class with our own entry, after repeating complaints and people going in without checking, they let us in , it was past midnight and people was wondering why , it was out of manila to guam , i have flown other carriers, but my next flight be united , i guess give united another chance
I imagine the flight attendants would be more likely to recognize milestones, go ‘above and beyond’ and provide excellent service when and if they themselves felt valued and appreciated by their employer – say, like having a fair and current labor contract that reflects 2024 wages and is adjusted for inflation, cost of living increases and one that recognized shared sacrifices (say, getting the company through a pandemic, taking voluntary furloughs, etc.). There’s only so much extra productivity corporations can extract from workers before service and morale take a hit.
Misleading article! The service iis the same. Nothing has changed!