Quality for Engineers

Case 7: Better late and happy than just late

-Grup 14-

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Autumn 2018
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Bengisu Ülker 70150260

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Hüseyin Oğuz 70140339

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Melih Gündoğdu 70140265

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Taylan Gül 70140203

Tugay Alyıldız 70150263

ISL 353E
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 Better late and happy than just late

Is Fiona a particularly tolerant person, or was she right to be

impressed by the way that BA reacted?
It’s certainly known that Fiona as a researcher with curiosity for customer service.
Keeping in mind that academicians are usually very difficult to satisfy in their field of
expertise; British Airways most probably have done very well to have left a good
impression. Not only the passengers were kept updated very well about what was going
on; but also their well-being had the highest priority. Tools to express regret have been
utilized very successfully: neither too much, nor too less. On top of all mentioned, the
customer support and all the employees did their very best to supply anything the
customers required, by acting more than just symbolically. As an example, the costly
chauffeur-driven transport at arrival was offered for free, etc.

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Thereby, it’s not a surprise that Fiona was/is impressed. However the question is,
wouldn’t that have been a tremendously overpriced way of recovering customer

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satisfaction? Wasn’t there any other way for British Airways to get rid of the negative
effects by paying less? Indeed someone might have found many other possible ways

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through decreasing the attention and prioritization, which would also be much less-costly,
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however as the response of the customers was the major output to be maximized in this
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problem, British Airways preferred to go through what it has done.

Therefore, the future preferences of the customers are not affected negatively by what
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has happened.

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Draw up a 'failure plan' for delays of this type. How could it

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help the airline to improve its recovery procedures further?

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Students will probably use the four-stage model described in the chapter as a basis for
their plan. These could be discussed as follows:

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The model described in the chapter consisting of four stages is taken as the basis for the
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plan.

Discover

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As a known fact, the pilot is who gets to know about a potential delay, its likelihood and
its expected duration. The reality covering the technical issue has to be converted into a
daily-language for passengers understanding in order to evade a possible unwanted alert.

Act

Usually, this procedure is needed to be very well designed and formed within the training
of the flight crew. As the attendants are usually the ones chosen to announce the
passengers about technical issues (potential turbulence or delays, etc.), the significance
for this case is at notifying the customers about, planning needs to cover the
methodology of how to obtain data on flight connections and so on.

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 Learn

The aviation sector so far has reached to an incredible progress in case of decreasing not
only the rate of occurrence but also the length of time of technical lags. Most of it is due
to achieving a much better technical design of an airplane and maintenance procedures
being used more efficiently. Even when the weather is what causes the delays, the effects
are reduced by the usage and integration of the new tech. Therefore it can be said that
delays are not as scary as they used to be, which results a immense decrease in the cost
of recovery, amount/effect of complaints, etc.

Also afterwards feedback calls are often made by the customer support to obtain
information.

Plan

Many plans can be offered as solution, some are practical and some are very costly, as
the question is not mainly about this, we won’t go through it. However, the major point is
to decide on what is optimal to assure high customer satisfaction by not paying more

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than how much it worths in terms of cash for a company.

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Also the plan for failure can be revised regularly on a periodic basis in order to integrate

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plans developed by using the information obtained through the learn period of the cycle.

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When are failure and recovery particularly important to an
operation?
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Recurring problems in operations are usually considered as indicators stating the quality
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of the management of the processes. Whiles some manage avoiding failures being
noticed by customers, many enterprises are known with their successes at prohibiting
evadable problems due to the procedures they follow, which are developed by using the
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interpretation of historical data.

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Operations include processing of customers often not have the typical protections and
may fail, if not within the procedure, at the end. As an example, the negative effects of the
climate on events containing leisure/holiday activities, and the consequences of disorder
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customers on others.

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Procedures of good recoveries have the potential to leave a long-lasting affirmative

impression on the perceptions of customers. Recovery, as what is aimed, does not occur
in a blink of an eye. It has to be well-planned in advance. Break-downs of benefits of the
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customer satisfaction may be utilized within the process of decision making, therefore it
might be developed in advance too.

Especially the organizations producing food, have departments expertised on dealing

with customer complaints. The highly crucial thing for them is to learn what was done
wrong, and let respondents know about the issue. Because dissatisfied customers carry
the potential to use legal or mediation channels to spread the word of what happened,
which may afterwards become an avalanche.

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