The Indian aviation sector sure has had a bumpy ride. First, we had no choice, what with only one fledgling national carrier. Then came along one private player and tipped the scales in their favour. Then came another and managed to attract a lot of attention before, pardon the pun, going down in financial flames. Between the last two, a spate of ?budget? airlines popped up and they gave wings to the common Indian man?s dream to experience flight.
I say budget in quotes, for if pricing is anything to go by, they are definitely no penny-savers. If you go by general service standards or legroom, then they aren?t just budget, but pretty much fist-clenched money pinchers.
Air India has improved a lot in the last few years and when it comes to basic comfort and legroom, they are still trump. Jet continues to be India?s business airline. But most of us had made the shift to IndiGo (or SpiceJet or Go Air) not too long ago purely because they seemed to give us a better deal.
Now, a two-hour flight isn?t much time in air to be worried about the quality of in-flight entertainment (or meals) and nor is this column about any of those things, and yet, I have harped on for a good few paragraphs.
The thing is, after having flown with IndiGo for a long time, I recently moved back to Jet and Air India. It wasn?t anything specific, but if I had to sum it up in one word, it would be this: patronage. These two airlines recognise it; they even reward it. With a bevy of others who may promise us a saving in one form or another in exchange for the inconvenience they put us through?and I am not even voicing my gripe about the 15 kg baggage limit, the charges for booking certain seats, the incessant announcements about how many awards they have won?they forget to accommodate that one most crucial human sentiment that may cost them business in the long run: recognition.
People love to be recognised and acknowledged for who they are. A simple concept like a loyalty programme addresses this well. It shows that an institution values repeat business and by rewarding people for it, manages to feed their silent need to be recognised. Everyone loves a gift and this is just that.
And this is where I (finally, but not literally) jump back into food: When was the last time a restaurant rewarded your patronage? When was the last time you went to a restaurant and felt that homely warmth, which only comes from visiting a familiar place? Or a chef sent you a little dessert or a side just because he wanted to thank you for visiting again? You may be able to name one or two places where this is part of the service, but such places are only getting fewer.
Service today is defined more as a function than an art form. Hospitality used to stem from the heart. Today, it is executed by the brain. Places dish only as much as they need to, and this makes for a sad state of affairs.
It doesn?t always have to be a freebie. The Leela amazes me as to how they remember my breakfast choice (milkshake and two croissants) and where I like to sit in a particular restaurant. The Taj has initials monogrammed into napkins for their repeat guests, or have their preference of flowers placed in the room. From free-room nights to specific turn-down amenities, from a simple amuse-bouche before a meal to a little drop of a sweet wine at the end, there are so many ways an outlet can choose to thank its guests that don?t involve directly levying a discount on the bill.
Bluetooth technology may soon make it possible to embed a hotel?s room key with all the client?s data so that every time he approaches a counter, his preferences flash on the screen. But till this happens, or even if this happens, I would love to see more rewards from our establishments to let a customer know just how much they value them. Given how tight the times are, it might be the best business strategy going ahead.
The writer is a sommelier