{"id":11978,"date":"2025-03-24T12:13:28","date_gmt":"2025-03-24T16:13:28","guid":{"rendered":"https:\/\/www.bu.edu\/bhr\/?p=11978"},"modified":"2025-04-11T11:37:55","modified_gmt":"2025-04-11T15:37:55","slug":"taking-off-with-customer-experience-an-interview-with-jennifer-schwierzke-from-united-airlines","status":"publish","type":"post","link":"https:\/\/www.bu.edu\/bhr\/2025\/03\/24\/taking-off-with-customer-experience-an-interview-with-jennifer-schwierzke-from-united-airlines\/","title":{"rendered":"Taking Off with Customer Experience: An Interview with Jennifer Schwierzke from United Airlines"},"content":{"rendered":"

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United Airlines, one of the largest airlines in the world<\/span>1<\/span>, 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<\/a>, 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.<\/span>\u00a0<\/span><\/p>\n

How does<\/span> United Airlines’ mission to connect people and unite the world align with enhancing customer experiences?<\/span><\/h3>\n

Jennifer Schwierzke (JS):<\/strong> 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. <\/span><\/p>\n

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“A positive customer experience begins the moment an individual starts to shop for a ticket.<\/span>“<\/em><\/h4>\n<\/blockquote>\n

To <\/span>facilitate<\/span> 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 <\/span>website and<\/span> app are user-friendly and visually engaging. This comprehensive support extends through the customer\u2019s travel journey, including aspects like flexible ticket changes and accessibility features, <\/span>ultimately aligning<\/span> with our mission to connect people efficiently.<\/span><\/p>\n

How does United Airlines prioritize the customer journey<\/span>?<\/span><\/h3>\n

JS:<\/strong> 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 <\/span>stress <\/span>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\u2014such as suggesting the nearest Premier counter\u2014ensuring 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 ID<\/span><\/span>2<\/span><\/span>, creating a seamless flow from arrival to boarding.<\/span><\/span><\/p>\n

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How does<\/span> human-centered design <\/span>play a role<\/span> <\/span>in<\/span> United Airlines’ operations?<\/span><\/span>\u00a0<\/span><\/h3>\n
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“Our commitment to human-centered design means we constantly put ourselves in our customers’ shoes.<\/span><\/span>“<\/em><\/h4>\n<\/blockquote>\n

JS:<\/strong> <\/span><\/span>This approach concentrates on what our customers experience at every touchpoint, whether <\/span>they’re<\/span> 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.<\/span><\/span>\u00a0<\/span><\/p>\n

How do you support the customer experience as<\/span> the Vice President of Customer Strategy and Innovation?<\/span><\/h3>\n

JS:<\/strong> <\/span><\/span>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. <\/span>For example, w<\/span>e 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 <\/span>additional<\/span> amenities like in-flight Wi-Fi and meals, thereby improving the overall travel experience.<\/span><\/p>\n

How does hospitality factor into United Airlines’ transformation of the flying experience?<\/span><\/span><\/h3>\n
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“We believe small moments can produce substantial impacts on customer <\/span>perceptions<\/span> and experiences.<\/span><\/span>“<\/em><\/h4>\n<\/blockquote>\n

JS:<\/strong> <\/span><\/span>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.<\/span><\/span>\u00a0<\/span><\/p>\n