Learning from Boeing - What Makes Passengers Happy?

I had the opportunity to hear Ken Price, Director of Passenger Revenue at Boeing describe their fascinating approach - to make everyone happy, by making the passenger happy.  He described a passenger-centric, research-based approach to designing the 787 Dreamliner which is instructive regardless of our industry.

Though they could control only the actual plane design, Boeing wisely chose to focus on the total passenger experience, beginning with the trip to the terminal. He shared a one-frame editorial cartoon featuring cattle complaining about being treated like passengers.

They were determined to understand customer preference.  As a result, their design welcomes passengers to the airplane with an architectural archway.  Their use of LED lighting and bin space design enhance the interior space. The installation of large windows with electronic screens provide a view to all passengers regardless of seating or the window seat passenger's preference. They added lower cabin altitude, improved cabin humidity and temperature control.

But they didn't stop there.  They decided to positively influence things they can't control that impact the customer experience.  Though Boeing doesn't make seats, their research identified 8 critical criteria for seats.  They shared this research with seat manufacturers and ultimately added a seat catalogue to their manufacturing specifications.

And they were determined to positively impact the passenger's on-board experience.  Working with Disney, they created a course for airlines. Boeing attends the course with the airline and pays for half of the training cost.

Boeing determined that preference drives demand, which drives increased revenue, which drives happiness.