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United Aims to Recapture “Friendly” Reputation

United outlines some of the steps it is taking to turn around its tarnished image with the flying public.

United Airlines Marketing and Product Development Chief, Mark Krolick, says the U.S. legacy carrier is ready to leave lingering growing pains behind and return to a “friendly skies” reputation.

“After the merger we really take a step back to see what we wanted our brand promise to be: the world’s most flyer-friendly airline,” Krolick explained. “Everything we’re doing is all supporting that idea.”

Krolick noted that United is working towards that goal with everything from new dining options and unique amenity kits to refurbished aircraft and expanded Wi-Fi access, but he insisted that a focus on customer service is the key component of the airline’s renewed flyer-friendly approach. Even if the airline sometimes falls short of its goals, Krolick notes that an ongoing commitment to resolving these issues can make all the difference.

“When there are challenges in our operation, whether they be systems or weather, ensuring that we have the right product and service is more important than ever,” he explained. “It allows our customers to enjoy their experience with United.”

Despite the steps taken toward friendlier skies, Krolick is conscious that passengers are still more likely to make decisions about air travel based on ticket price and destinations served. “The ultimate product that people are buying is network and schedule and the frequencies, schedules and destinations. These are the most important factors for flyers. Network United beats the competition.”

To that end, United has also been busy tweaking its schedules to give passengers more choices with fewer chances for delays. According to a Reuters report, the airline has invested in new technology and will implement new scheduling criteria in an attempt to unseat Delta Air Lines as the U.S. airline with the best on-time record. The changes include rotating aircraft through hubs in a way that more closely resembles Delta’s scheduling philosophy and even using devices that will allow aircraft cleaners to more quickly alert the airline when planes are ready for boarding.

“Delta is running a very good airline, and I want to equal that,” United Vice President of Network Operations Tracy Lee told Reuters.

[Photo: United Airlines]

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19 Comments
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PaulMCO September 13, 2015

I had a weather delay and missed my IAD connection to LHR. Was surprised how I was treated (actually well). Flying on an upgrade (miles and points) -- was given a coupon to use the GF lounge. I was rebooked on the last flight at 10pm and my miles and $$ were returned and given an Op Up to BF on my alternate flight.

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FlyingWithers September 12, 2015

Seems a good move. Better to do that than bribe those with the New York Port Authority Mob.

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Sabai September 8, 2015

How about sticking to your schedules? I've had more UA flights be late than any combination of AA or DL. UA is pathetic.

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edgewood49 September 8, 2015

I agree with ContinentalFan what happened there. It seems the most comments are directed toward points, we have become an 'entitled" FF nation, and tend to judge whom we fly by how many points we get. I will be the first to admit that I like the fact that they afford me the ability to take my wife internationally first class, but I get mine from loyalty on AS, a great carrier. However I remember the days when it was all about service and there were no points, FC was FC and frankly would like to see revenue based points or no points. Just saying. Also like some I go back over 45 years with United and frankly I would like to see them turn it around, the biggest issue they have is getting their employees to buy in

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Flyer1M September 6, 2015

United has a long way to go to being the friendly airline. When I think of a bad airline United comes to mind immediately. My neighbors sons recently started a job in NYC and asked who would I recommend for joining a FF program. I recommended AA and Southwest.