CHAPTER 2
More Than People
Customer Experience = People + Process + Technology
I recently wanted to upgrade several international flights with a United Airlines Star Alliance Partner. The elite service desk could not guarantee an upgrade unless I bought a very expensive nonrefundable coach ticket first; they said they needed an already purchased ticket to check availability on the other airlines and even then could not guarantee an upgrade. I asked why there wasn’t a simple electronic link into the other airlines’ upgrade databases and was told that United Airlines employees had been requesting that link for years. Not having the link frustrated both customers and employees.
Most executives define customer experience as an intelligent, courteous ...
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