Why Does Delta, With Its Superior Performance, Have A Lower Customer Satisfaction Score Than American?

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That’s because American and Southwest both have “Net Promoter Scores” of +3, while Delta has a NPS of -2 and United’s sits at -8. That’s according to the scores assigned to each carrier by customer satisfaction research company Customer Guru. To understand that, you first must understand what the NPS metric really is. It was invented in 2003 by a Harvard Business professor and has only begun to receive serious attention from many companies in the last few years. Investors for the most part still seem to be ignoring it.

From that, we can conclude that none of the airlines mentioned above should be happy with the kind of Net Promoter Scores published earlier this year by Customer Guru. And that’s certainly not surprising, given how much and how frequently complain about the sorry state of air travel today. But what’s concerning is not so much Delta’s new-found satisfaction with it’s customer service performance, which Jacobson attributes to the company’s positive corporate culture and actual efforts to make customers feel more satisfied with the level of service they get vis-à-vis the various prices those travelers pay for their tickets and related services. Rather, it’s American’s rather obvious indifference to its low NPS.

Nor was there any acknowledgement that perhaps American’s management has misjudged the market and its customers’ disgust with being forced to choose between greater discomfort or offensive upcharges.

Maybe it is in how it talks to it’s customers

karlabarajas

ATL

I fly Southwest anytime possible because the people are by FAR the nicest. The other airlines are stocked with dead, miserable, self loathing, souls.

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