Standing out in the airline industry is especially hard. Each major airline’s planes look similar, they operate out of many of the same airports, and they get passengers from point A to point B. So, how can airlines fly above the competition? For Delta Air Lines, the answer lies in creating a premium customer experience.
Delta claims to be relentlessly focused on customer experience, and that experience begins at the airport. It’s no secret that the airport isn’t exactly most people’s favorite hangout spot. Crowds, long security lines and the stress of navigating on a time crunch can make airports seem like nothing better than a necessary evil on the customer’s travel journey. Delta’s investments in airports seek to combat this perception by easing stress and making the airport a source of excitement rather than dread.
Of course, these investments can only build Delta’s brand if people know about them. That’s where Anna-Katherine Daley comes in. She’s a communications specialist on Delta’s Global Communications team focused on publicizing the “ground experience” – aka everything customers experience with Delta from the moment they set foot in the airport until they board the aircraft. Daley says Delta’s communications team works to “equip media and by default, customers with all the information they need, so they can come to the airport feeling prepared.”
Delta One Lounges and Delta Sky Clubs offer exclusive spaces for eligible Delta customers to escape the hustle-and-bustle of the airport to relax before their flight. One way Delta builds buzz around these spaces is through media preview events that give journalists and influencers early access to new lounges – and therefore, provide customers with a sneak peek. A recent story on Delta’s news hub site, a website utilized by the airline’s communications team to reach media and customers with updates, featured the new lounge spaces at the Seattle-Tacoma airport, highlighting their “breathtaking views” and locally inspired food and decor. The Seattle lounges are just two of many Delta lounges filled with local touches and luxurious amenities that provide customers with a unique, indulgent airport experience. Daley says lounge stories resonate with media and audiences because “people love exclusivity.” When promoting Delta’s lounges, she hopes to demonstrate that the airline is “building spaces that make you feel a certain way.” She says, “These aren’t just places to grab a snack and a seat, but they’re full experiences that you want to keep coming back to.”
Daley has also worked to promote TSA PreCheck Touchless ID, a technology pioneered by Delta that allows customers to move through security by looking at a camera, instead of having to rifle through their bags to present their government ID. Another story on Delta’s news hub site describes a new initiative where customers on select flights can avoid rechecking bags or passing through additional security screenings when returning to the U.S. from an international airport. These communications give customers an idea of what to expect at the airport and help them avoid unnecessary stress, while also showcasing the airline’s work toward more efficient and seamless airport experiences.
Delta knows that an exceptional experience on board is essential to getting repeat customers. That’s why Global Communications Senior Manager Caitlan Fowler’s role in publicizing the airline’s investments in the onboard experience is crucial. She says Delta’s onboard partnerships are especially important for differentiating Delta to customers and media. Communications surrounding the airline’s luxurious Missoni bedding and dishes crafted by celebrity chef and humanitarian José Andrés demonstrate its commitment to enhancing the in-flight experience.
Airplane food typically doesn’t have the best reputation. Yet, Fowler says it’s one of the highest indicators of whether customers will recommend the airline to others. “If they go on board and they have a bad burger, or they don’t like the snacks that we serve, that’ll lower our scores.” This makes promoting Delta’s food and beverage investments especially important. By regularly sharing updates in this area through media relations efforts, Fowler aims to show that “airline food doesn’t have to be boring. It can be fun, exciting and innovative.”
One way Delta has enhanced its onboard food offerings is through a partnership with Shake Shack, which allows customers to enjoy the familiar, iconic taste of Shake Shack burgers on board. No one expects to have access to their favorite fast-food restaurant 35,000 feet in the air, so the pleasant surprise certainly resonates with Delta customers.
Although the onboard amenities and luxurious lounges make a big impact, Delta’s employees are what truly set the airline apart. According to Fowler, “Our most important differentiator has always been our people. We call them the Delta difference.” Media and customers alike support this sentiment: Newsweek recently recognized the airline as the most trusted for customer service, and Delta flyers often take to social media to recognize employees for going above and beyond expectations. One customer went so far as to write a love letter to the airline, appreciating how “consistently human” his Delta flight experiences feel.
Fowler emphasizes the importance of communicating internally to make sure frontline employees have the information they need to execute their jobs well. “It’s one thing to say, ‘We have a partnership with Shake Shack coming on board,’ but our employees are the ones that are going to have to serve that and make sure it’s a good experience.”
From a gate agent’s kind greeting to a delicious burger in the sky, Delta demonstrates a clear investment in its customers at every step of their flight journey. By showcasing its dedication to the customer experience, the airline differentiates itself and creates loyal, passionate customers who want to fly Delta every time.
