Service Operations Management for Aviation Essay

Service Operations Management for Aviation - Essay Example Virgin Atlantic services desing is based around mass customization of customer service where the needs of customer and expectation are meet. This is achieved through having different services for different customers so that the customer can choose the kind of service they intent to have. In this case, the customers can choose to fly in one of the three classes which include the business, economy and the upper class. The service design in virgin is also created around the standardisation of the service. This is achieved through the training of staff in order to have a standard of service as they face the customers. This attitude towards service design is both advantages and disadvantages. The main advantage is the fact that the members of staff are more likely to make any mistakes as they relate the customers (Woods, Hebron & Bradley, 2001). However, as Khosrowpour (2006) argues, when the service is standardised, the staff know exactly what to do and when to do it and this helps in ma king sure that the staff are not likely to do something that may harm the brand of the firm. At the same time, it helps the customers to know what to expect and this reduces the number of inconveniences. There are negatives however, and these include the fact that such a service may seem to be too robotic for the customers (Barlow, 2003). In fact, customers in many cases have complained due to this kind of service where the service members of staff are not able to act spontaneously when dealing with the customers but instead follow too strict procedures. This affects the quality of service especially for customers who would prefer to have a less formal and less robotized customer service. Virgin Atlantic operates in some of the markets where customers demand the best service. One of these markets is he American and European market where customer service quality is highly demanded. Apart from the fact that customers from these two markets demand he best customer service, the market i s also a high competition market, with so many airlines operating in the market (Heracleous, 2008). This competition means that the firms in the market have to be innovative in order to give the customers the best quality service while at the same time reducing costs (Truxal, 2013). This is a challenge for businesses like Virgin Atlantic because there delivering high quality leads to higher costs. Other issues of irregular demand are also important in affecting the way the firm is able to delver high quality services. Like many airlines, the firm has found a way to increase its customer base by increasing customer experience. This is done across the three flight classes. Virgin Atlantic has a department for service design that is dedicated to designing service models which will help the firm in giving the customer the best service. The department is given the mandate to design customer service experience with regard to the cabin crew and other staff who meet the customer face to fac e. It is also mandated with helping the firm to design internal systems in order to give the customer the best feel while flying. This department, in particular is mandated to achieve the following; Pre-flight customer experience design This includes the booking systems, check in systems, and customer service at the airport. Like many airlines, Virgin Atlantic has tied as much as possible to make flight booking easy and to make the check in process easy. This has also been aided by the fact that