What airlines say about us when we’re not around

Ever wonder what airline employees say about us when our backs are turned? Then you probably would have wanted to be a fly on the wall at last month’s Worldwide Airline Customer Relations Association (WACRA) conference in Bahrain. The theme of the conference, “Shifting Sands,” was telling in and of itself. But it gets better. Much, much better.

The event started with an inspirational speech by Harald Braakman, chairman of KLM Royal Dutch Airlines. Here’s what he had to say about passengers like you:

Now we have to deal with a new type of customer: an emancipated customer, aware of new rules and the rights; a customer who requires a new kind of approach. This means that we all have the challenging job of redefining the relationship with our customers in this rapidly changing environment.

There’s your “shifting sand.”

There’s more, of course. You could attend any number of seminars on to manage the complaining, empowered masses. Here are some of the actual titles, followed by my comments:

The Economic Benefits of Complaints Management — It’s good business to answer complaints from your customers. I guess airlines need to be reminded of this from time to time.

Regulatory Trends for Air Carriers Operating to and from the U.S — Uh oh, after almost three decades of doing what we want, the government is about to tell us how to treat our passengers. How could they?

Global Weblog Customer Communication as a Challenge for Customer Care — If we don’t be careful, the details of this conference could be posted on a blog. Oh no. Too late!

Dealing with the Difficult Customer — They’re actually all difficult customers. Some just spend more money than others.

Simplifying the Process – An IATA Perspective on Customer Service — Less is more.

Getting Your Office Ready for Email — If your airline had to attend this seminar, you’re in more trouble than you think.

Although this particular itinerary isn’t available on the WACRA site, for reasons that should be obvious to you, this one is. It suggests airlines fear regulation and lawsuits as much as they say they don’t.

WACRA also released a survey — I’ve already excerpted from some of it — that paints a pretty bleak picture of airline customer service. I’ll have more from that poll soon.

Bottom line: airlines do talk about us behind our backs. And we should pay attention to what they’re saying if we want to have a better trip.

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

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