Taking Off with Customer Experience: An Interview with Jennifer Schwierzke from United Airlines
United Airlines, one of the largest airlines in the world1, operates a comprehensive network that spans five continents, connecting millions of passengers annually. Founded in 1926 and headquartered in Chicago, Illinois, United is renowned for its extensive flight operations, commitment to safety, and innovative approach to customer service. The airline continually adapts to the evolving needs of travelers while embracing sustainability and technology to enhance the overall travel experience. In an increasingly competitive aviation landscape, United Airlines has made considerable advancements in redefining the flying experience, with a strong focus on hospitality and innovation. Jennifer Schwierzke, Vice President of Customer Strategy and Innovation at United Airlines, shares insights into how the airline prioritizes customer satisfaction through innovative practices and a commitment to service excellence.
How does United Airlines’ mission to connect people and unite the world align with enhancing customer experiences?
Jennifer Schwierzke (JS): At United, our mission is centered around safely bringing people together through our extensive flight network, which includes over 350 destinations across more than 50 countries. This mission underscores our commitment to customer satisfaction from the very first interaction.
“A positive customer experience begins the moment an individual starts to shop for a ticket.“
To facilitate this, we offer various tools, such as traditional flight searches, interactive maps for exploration, and even image searches that resonate with social media users. This versatility allows travelers to choose their preferred method for exploring options. Whether a customer is certain about their destination or seeking inspiration for their next journey, we aim to simplify the process, ensuring that our website and app are user-friendly and visually engaging. This comprehensive support extends through the customer’s travel journey, including aspects like flexible ticket changes and accessibility features, ultimately aligning with our mission to connect people efficiently.
How does United Airlines prioritize the customer journey?
JS: We recognize that the journey does not begin when a customer arrives at the airport; it starts long before that. To ease travel stress, we encourage customers to check in and pay for baggage in advance. This proactive approach allows travelers to make decisions in the comfort of their homes, alleviating stress on the day of travel. Our app features a countdown to boarding times and instant access to gate information, which helps travelers manage their schedules effectively. Moreover, once customers arrive at the airport, we provide personalized drop-off recommendations based on their loyalty status—such as suggesting the nearest Premier counter—ensuring streamlined access to our services. We have also prioritized innovation with features like our biometric bag-drop shortcut, which significantly minimizes check-in wait times by allowing eligible customers to drop off bags without needing to show their ID2, creating a seamless flow from arrival to boarding.
How does human-centered design play a role in United Airlines’ operations?
“Our commitment to human-centered design means we constantly put ourselves in our customers’ shoes.“
JS: This approach concentrates on what our customers experience at every touchpoint, whether they’re booking a flight or navigating the airport. By gathering insights from customer feedback and researching their behaviors, we focus on addressing customer challenges rather than solving internal problems only. For instance, we integrated customer feedback into the design of our website and mobile app, resulting in features that directly respond to customer needs, like real-time alerts about flight status changes and detailed instructions on navigating the boarding process. This commitment to listening and responding continuously strengthens our service offerings.
How do you support the customer experience as the Vice President of Customer Strategy and Innovation?
JS: My responsibilities encompass all aspects related to customers and employees, bridging the gap between operational needs and customer expectations. My team and I are dedicated to developing concepts that enhance the flying experience by exploring and implementing innovative solutions. For example, we collaborate closely with our digital partners to ensure that the features we develop align with the needs of our customers. This translates into actual products and services, including enhancements to our app that provide live updates or allow customers to book additional amenities like in-flight Wi-Fi and meals, thereby improving the overall travel experience.
How does hospitality factor into United Airlines’ transformation of the flying experience?
“We believe small moments can produce substantial impacts on customer perceptions and experiences.“
JS: Our “Service Excellence” training program instills essential values among employees, focusing on being welcoming, engaged, authentic, proactive, and empathetic. These qualities are particularly significant during challenging travel situations, especially since 70% of our customers travel with us infrequently and may feel uncertain or anxious about their travel plans. By emphasizing empathy in customer interactions, airline staff can build rapport and provide comfort during those crucial moments. The goal is for our employees to create positive interactions that strengthen customer relationships and leave lasting impressions.
How would you personally define the term “hospitality,” and why is this understanding crucial from a business perspective?
JS: Hospitality, to me, revolves around how one makes others feel. It’s akin to hosting guests in your home
“—ensuring their comfort and anticipating their needs without necessitating requests.“
This understanding is critical from a business perspective because customers always have choices—they can travel with any airline they prefer. By cultivating a warm and welcoming atmosphere, we foster customer loyalty, which is vital for repeat business and brand advocacy. When customers feel genuinely valued and well-treated—especially during high-stress travel scenarios—they are more likely to consider United for their future travels, thus reinforcing long-term customer relationships.
How does United Airlines incorporate the concept of Experience Innovation into its operations to enhance the customer experience?
JS: Experience Innovation at United encompasses a range of initiatives aimed at enhancing the customer journey. For example, our “Connection Saver” feature not only allows us to hold connecting flights if a passenger’s inbound flight is delayed—but it underscores our commitment to flexibility and customer convenience. We analyze real-time data to ensure that when we make those holding decisions, we’re balancing the needs of multiple passengers effectively. Additionally, we’ve introduced automated seat preferences, allowing customers to specify their seating desires, whether they prefer a window or aisle seat. If such seats become available, we automatically move them to enhance their experience without requiring constant monitoring on their part. We also focus on integrating technology, such as enhanced apps that facilitate advanced meal ordering and real-time baggage tracking—allowing customers to see where their bags are throughout their journey. These innovations aim to eliminate friction points in travel experience. We also recognize that Experience Innovation isn’t always tied directly to technology. Sometimes it’s behavioral in nature and is based on thinking (and acting) differently in ways that satisfy our customers.
What are the foundational elements of United Airlines’ customer strategy, and how does your organization empower employees to deliver exemplary service?
“Our core values include Safety, Caring, Dependability, and Efficiency, with Safety being our top priority. We strive not just to ensure that customers reach their destinations safely, but also to guarantee they have a positive experience at every stage of their journey.“
JS: This comprehensive strategy is reinforced through extensive training and operational practices, ensuring that every member of the United team internalizes and embodies these values. To empower our employees to deliver exemplary service, our “Service Excellence” training reinforces the principle of “doing the right thing.” Employees are encouraged to make decisions in real time—allowing them to respond flexibly to customer needs, such as permitting a delayed customer to board their flight if circumstances permit. By fostering an environment that values empowerment and accountability, we facilitate a culture of exceptional service.
How will your commitment to customers continue to evolve at United Airlines?
JS: We intend to continuously reinforce our core values while integrating innovation into our service model. Ensuring our employees feel engaged and empowered is crucial because they represent the frontline of our customer service efforts. As we bring new team members into our organization, we aim to cultivate a strong ethos of hospitality that is intrinsic to our company culture. This will involve ongoing training and development opportunities to equip our staff with the latest best practices and customer service techniques, ensuring they remain responsive to evolving consumer expectations.
Technology will undoubtedly play a crucial role in streamlining processes and creating more personalized experiences. We are investing heavily in data analytics to gain better insights into customer preferences and behaviors. This will enable us to tailor offerings more effectively, creating a truly personalized travel experience. For instance, our app supports Live Activities on the iPhone and Apple Watch to help customers manage their travel timelines by providing real-time updates on boarding and departure. Additionally, we envision advanced mobile technology that empowers customers to interact seamlessly with all facets of our service—from flight bookings to requesting in-flight amenities—with a few taps on their devices.
How does United Airlines obtain customer feedback?
JS: Some of the many ways we actively track customer satisfaction are through post-flight surveys and Net Promoter Scores (NPS). These metrics are essential for understanding our performance and identifying areas for improvement. For instance, we conduct an in-depth analysis of trends in feedback, which leads us to taking direct action. Continuous feedback loops not only empower us to respond promptly but also to innovate proactively in ways that meet our customers’ evolving needs.
How does United Airlines ensure its approach to hospitality remains consistent across diverse markets and customer segments?
JS: Consistency is crucial for maintaining our brand integrity. We provide extensive training programs to ensure that every team member understands our customer service philosophy. Additionally, we adapt our approach based on regional expectations and cultural nuances. For example, our employees are trained to recognize and respond to specific needs across various customer demographics, whether business travelers, families, or international tourists.
This tailored approach not only helps us uphold our high service standards but also enables us to meet the diverse needs of our customers more effectively. By equipping our employees with the skills and knowledge to adapt to various situations, we can maintain a level of service that resonates with travelers from different backgrounds and fulfills their unique expectations.
In this interview with Jennifer Schwierzke from United Airlines, it is evident that the airline industry is undergoing a significant transformation, with a focus on enhancing customer experience. United Airlines has made concerted efforts to redefine travel by emphasizing the importance of hospitality and innovation. By prioritizing customer satisfaction at every stage of the travel experience—ranging from the booking process to in-flight services and post-landing assistance—United is setting a new standard for the aviation sector.
The company’s commitment to human-centered design ensures customer needs remain at the forefront of its operations. With comprehensive training programs and a culture of empowerment, United aims to equip its employees to deliver exceptional service and make informed decisions that prioritize the customer.
As the airline continues to innovate and adapt to changing circumstances, it is clear a customer-centric approach will play a crucial role in securing passenger loyalty and fostering positive relationships. For hospitality professionals across various sectors, United’s strategies serve as a compelling reminder of the significant impact that attentive service and empathy can have on customer experiences, ultimately influencing long-term success in a competitive environment.
An emphasis on hospitality will undoubtedly remain a key driver of customer satisfaction and loyalty in the airline industry and beyond. United is not just focused on transporting passengers; it is committed to creating memorable travel experiences that resonate long after they reach their destinations. Through a combination of innovative technology, exceptional employee training, and a steadfast dedication to customer care, United Airlines is poised to continue leading the way in enhancing the travel experience.