User ratings - a must for any (travel) business?
Are you also being asked too often now about rating for any purchase, from Amazon to the app store to other retailers and even my taxi and Uber?
Yet many airlines and airports do not show results directly on their website nor allow feedback at any touch point, and left it to outsiders to evaluate their quality. Easy Jet have started to sell destination services which include user ratings. Monarch Airlines had used Feefo, and Ryanair introduced rate my flight in 2016 as quality endorsement.
Other examples are Skytrax and Tripadvisor - the latter now also sells flights, and introduced a FlyScore o to give a quality indication helping customers in their decision process - and ACI's Airport Service Quality (ASQ) and others growing, but they do not actively encourage instant feedback online, as and when the customers want as part of their experience, visible by all customers, publicly, as retailers do.
Some airports have invested in instant feedback at key touchpoints of the airport experience, such as security and the wash rooms, triggering immediate actions if they realise that some quality standards are not met. But overall results are not visible to customers.
Others show average waiting times for baggage, or for meeters and greeters until their loved ones will get to the arrivals gate. Many airlines have introduced Net Promoter Score or other forms of overall customer feedback. It is not the exception that some of these are still done via inflight paper surveys several times a year.
Yet ratings seem to create a lot of confidence with customers. IBS Software did a review of insight and data available in the market how important ratings are really, how much they influence customer decisions, what critical success factors are and whether a travel business needs to consider this.
What do user ratings really mean from a business perspective? Can you afford NOT to have them? It seems it would be better to think about it. Check out the IBS report here.
Annotation - Source of main banner: Easy Jet App - destination service offering including reviews