Can THAI meet the challenge?
The Nation Asia News Network Bangkok
THAI Airways International is conducting a survey among passengers on how to improve its services. The survey is part of a series of actions taken by the management to pin down problems and to restore confidence among travelers, especially Thai citizens, in the airline. Earlier it invited about 200 past and present customers to a party in a bid to win back their loyalty.
At the moment most attention is on improving in-flight services, especially entertainment facilities. In recent times THAI has been lagging behind its rivals in such things as the installation of personal video screens that keep all classes of passengers entertained throughout the flight. The airline's board of directors has been less than punctilious -- or is simply refusing to pay sufficient attention -- about resolving this particular point, which is just one of many services expected by passengers these days. This in-flight entertainment facility is no longer a question of choice but a "must" -- yet even if it does install the screens, THAI needs to realize it will still be in a "catch-up" mode with its rivals which have already moved on to other improvements.
It especially should understand that the entire aviation world is witnessing growing concern over issues such as security, airport capacity and ground services. THAI's management must pay greater attention to these areas because it does have some comparative advantages over other airlines. Singapore Airlines certainly understands. For example, at Paris's Charles de Gaulle Airport, which is has a serious capacity problem, SIA employs 12 tellers to check in customers compared to THAI's six. THAI passengers, therefore, not only face longer queuing times but also considerable disorder. THAI ground staff there seem more eager to help passengers in first and business class, indicating that attitudes haven't changed about the way privileged and economy class customers are treated.
If THAI is to be competitive, it has to consider services that begin from the moment a passenger alights from a vehicle at the airport to the time they leave THAI's care at their destination. These days, service simply does not start at the point of boarding.
These are the challenges facing THAI, which fortunately can still rely on one of its greatest strengths -- its personnel, who continue to draw praise for their warmth, hospitality and efficiency. If onboard personal services can be further improved and extended all the way through to the ground operations, then THAI will be in a position to restore its pride and image. It should start at Don Muang International Airport, its check-in counter and all the way through to the boarding areas.
In part, foreign travelers used THAI because they like to feel they are already in Thailand once inside an aircraft. This should be extended to each and every part of the experience of flying in Thailand and with the airline itself.