Customer Satisfaction

Customer Satisfaction

Although not specifically related to frequent travel loyalty programs, Forrester Research has released the results of its Customer Experience Index 2014, and Southwest Airlines ranked #1. With a score of 81 out of a possible 100, Southwest came out on top when customers were asked three questions: 1) How enjoyable were they to do business with? 2) How easy were they to do business with? 3) How effective were they at meeting your needs?

Delta came in at number two, JetBlue at number three, and of the seven airlines mentioned, United Airlines was at the bottom with a rating of 67.

On the hotel side of the equation, Courtyard by Marriott ranked #1 with a score of 90 out of 100 followed by Marriott Hotels & Resorts in the second spot and Hilton Hotels in the third spot followed closely by Hyatt Hotels & Resorts. At the bottom of the list of 14 hotel brands was Wyndham Hotels & Resorts with a score of 68.

Bottom line: It’s interesting to note that although Southwest customers ranked it the highest, Southwest mishandled more bags than Delta and lowest-ranked United Airlines combined, according to data covering 12 months ending last October. But Southwest does not charge for checked bags so many more people check their bags.

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