A Practical Guide to Airline Customer Service. Colin C. Law

of the most important elements within customer service. Understanding customers’ expectations and fulfilling their needs require good communication skills. Even though modern technology is replacing many of the traditional communication channels, face-to-face communication still forms the basic communication channel in the service industry. There are times when speaking and listening barrier results lead to airline service agents failing communicate effectively with the customers. Hence, it is important for service agents to take a note of these barriers and improve on their existing communication skills.

Applying the Knowledge

      True or false?

      Are the following statements true or false? Put a tick in the right column.

Statement	True	False
1. Communication is a process in which two or more elements of a system interact in order to achieve a desired outcome.
2. Non-verbal communication is also known as communication without words.
3. Verbal communication is often more effective than non-verbal communication.
4. In the communication process, the sender’s task is to decode the message.
5. The sender’s tone of voice and rate of speaking are content barriers that can cause confusion.
6. One’s appearance, facial expressions and inflection are part of written communication.
7. Active listening requires rejecting messages based on one’s personal value systems.
8. The noise of aircraft engines is a likely source of environmental barrier.
9. The arc of distortion model happens when the recipient receives a different message from the actual one that has been sent.
10. It is most effective for service agents to use slangs or jargons when communicating with customers.

      Short-answer questions

      1 Identify and explain all elements of the communication process.

      2 What are the differences between verbal and non-verbal communication? List their advantages and disadvantages.

      3 What are communication barriers and how can these barriers be eliminated? Explain your answers in full sentences.

      4 How do environmental and linguistic barriers affect the performance of airline service staff?

      5 Read the following scenario. What can cabin crew do to avoid the confusion in this situation due to the language barrier caused by different accents?Cabin crew:How can I help you, madam?Customer:I would like some water.Cabin crew:Sure. One moment, please.The cabin crew returns with a glass of water.Customer:No. I want butter, not water.Cabin crew:My apologies. One moment, please.The cabin crew returns with some butter.Cabin crew:Here you go, madam.Customer:No … no. I don’t want butter. I am asking for vodka.Cabin crew:My apologies, I’ll be right back.The customer returns with a glass of vodka.Cabin crew:Here is your vodka, madam.Customer:Thank you.

Endnotes

1. Osland, J. S. (2007). Organizational behavior: an experiential approach. Upper Saddle River: Pearson Prentice-Hall.

2. Dickson, D. (1999). Barriers to Communication. Interaction for Practice in Community Nursing, 84-132. doi:10.1007/978-1-349-14757-1_5

3. McLeod, S. (1970, Jan 01). Saul McLeod,: http://www.simplypsychology.org/prejudice.html

4. Skillyouneed.com. (2015). Non-Verbal Communication. Skillsyouneed.com: http://www.skillsyouneed.com/ips/nonverbal-communication.html

5. Changing minds. (2015). Arm body language. Changing mind: http://changingminds.org/techniques/body/parts_body_language/arm_body_language.htm

6. Mehbrabian, A. (1972). Nonverbal communication, Aldine Atherton, Chicago.

7. DeVito, J. A. (2000). The elements of public speaking (7th ed.). New York, NY: Longman.

8. Hargie, O. (2011). Skilled Interpersonal Interaction: Research, Theory, and Practice. London: Routledge, 182.

9. Hedge, A. (2004). Linking Environmental Conditions to Productivity, Cornell University.

      Chapter Three

The Basics of Customer Care

      Chapter Outline

       What is customer care?

       The role of airline frontline service agents

       Job rotation programs

       From corporate culture to service culture

       Value of caring

       The goal of caring

       Importance of ethics

       Customer care techniques

       Each customer is an individual

       Address customers by title and name

       Understanding the basics

       Behavior

       Interaction skills