Safety, Security & Service
By Bob Hobbi, ServiceElements President & CEO
Consultant Bob Hobbi says all three can be achieved, and built upon
(AIRPORT BUSINESS Contributor)
Many of us are puzzled by the constraints that are imposed on our ability to provide good service by what seems to be a barrage of rules, regulations and laws. DOT, TSA, and FSDO actions and rulings have an impact on our ability to serve our passengers and crews while still maintaining a high level of security and adhering to aircraft operations and maintenance directives.
We are encouraged to believe that these rules and regs are designed to help us. But how? The rules and regs seem to put up more obstacles in our path, while removing some flexibility from our products and services. At the same time, the ever-demanding customers are not in a position to understand our problem.
Maybe there is another way for us to address these difficult issues. Are we looking at this from the service point of view?
It seems that if we just look at the safety and security issues as customer service issues, then things may make more sense. Oftentimes, operators try to incorporate these new directions into existing business and operational processes and systems – causing constraining pressures on operations (and which quickly become visible to customers).
Enter the TSA
For example, Transportation Security Administration rules will not allow for most private ground transportation to meet the aircraft on the airport or FBO property. This causes perceived discomfort and inconvenience to passengers and crews of private and business aircraft. Most airports and FBOs have established a process to handle this situation, yet we still witness uncomfortable discussions and disputes about the procedures.
Let us back up a little bit. Is safety and security an important part of our services? Do customers want these items as a permanent feature on the menu? Do they assume we know what we are doing? The answer is, absolutely. Most customers insist on it. The increasingly savvy customers of today demand safety and security as a basic and fundamental part of the overall value of our service.
That calls for integrating safety and security into the service package and present it as such – as if it has always been an element of our seamless service.
This requires internal and external communication of the rules and regulation:
- The first and usually easiest step is to let everyone know what is expected and the role each plays.
- Second and the hardest part is, properly integrate safety and security changes and steps into the daily work processes.
- Third, we need to train ourselves and our internal customers to understand the rules correctly, and to ensure that we all comprehend how it will impact our work.
- Fourth, is to develop methods to manage customer expectations and communication.
Graceful Presentation
Recently, I witnessed a potentially challenging customer situation at a fixed base operation. I’m pleased to say, it was managed very well. The key was the aircraft crew and the ground crew and FBO staff were well aware of the process, as a team, of how to get everyone to their respective cars. It was as if it had been rehearsed. The customer was presented the same service solution by everyone involved. The crew and the line folks handled and managed the customer’s needs gracefully and consistently.
Too many business aircraft and related operations allow for the “inconvenience factor” to paint our overall opinions of all rules and regulations. Then we try to present these new rules and regulations to our customers without projecting them for what they are: a part of the services which we must provide.
Regardless of our opinions on these matters, regardless of the debates and judgments, the professional services provider inside us should prevail. Customers must see a cohesive, well managed, well-communicated and consistent presentation. It’s like we always meant it this way.
There may be an alternative to saying, “Well, it’s the TSA that is not letting us bring cars to the aircraft.” This may be OK, but the real reason, as we all know, is it makes our airport a safer place for everyone and safety is an important service that we provide. This paints the positive picture of the service that our customers expect and defines it as a benefit to the customer.
Often it’s not the rules and the regulations that upset customers, but the methods by which they are informed. Remember the old saying, “It is not what you say, it is how you say it?” One thing customers pay us for is seamless service, hassle free. Service difficulties are, at times, a perception formed when we have not honed the ability to work effectively with our customers.
Safety and security must be integrated into our daily operational processes, not as an inconvenience, or an “Oh, by the way…,” but as an important and necessary service which we provide.
Consider an example…
“We are in an important safety zone where cars cannot be allowed to enter. We have a very easy and simple way to get you to your car. Please follow me and we’ll get you going right away.” Good training makes such language a natural expression of our empathy for our customers’ concerns.
How about the example of two identical aircraft at the same airport ready for takeoff? One’s operating under Part 91 rules and the other is operating under Part 135. The weather minimums and/or runway length may allow one aircraft to take off and not the other. Put yourself in the passenger’s seat who is sitting there watching the other guy take off while he may not leave according to the regs.
“I paid so much money for this trip. Why is that plane leaving and our plane is not? What is wrong with our airplane? Are you qualified enough? Maybe I should hire someone else to fly with!”
The answer has to be professional and accurate, yet customer-oriented. The answer should make our highly demanding and non-aviation customer in this situation understand the issues and accept our response as willingly and pleasantly as possible. This is a customer handling situation and we need help.
Some may ask, “Well, why don’t I just blame the DOT, FAA, or TSA?” What’s all the spin about? Call it what it is – it’s not just spin; it’s called good customer service. A fundamental element of good service is for the customer to feel like he/she is in the hands of professionals. It is to know that you are dealing with professional service providers who know exactly what they are doing with all aspects and intricacies of their business and their jobs.
Integrate safety and security as a valuable service. It can make it easier to eliminate the inconvenience of today’s ever-changing customer.
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