From Smooth Landings to Missed Connections: Holiday Travel Lessons in Customer Experience
This blog comes from the personal experiences of Jasmine Wilcoxson during a recent travel experience. Jasmine is an intern on our Customer Experience (CX) team, whose outstanding contributions, dedication and expertise have made a significant impact on RELI Group’s commitment to delivering superior CX to our clients.
As the holiday season unfolds, many of us are navigating bustling airports, crowded terminals and packed flights in pursuit of holiday parties and family gatherings to celebrate the season. Traveling during this time offers both challenges and opportunities to deliver exceptional experiences – something I found myself reflecting on during a recent trip.
Customer Experience vs. Customer Service
One thing became abundantly clear during my travels – there is a stark difference between customer experience and customer service. It’s like the difference between making a cup of coffee and receiving a cup of hot cocoa with a shot of espresso, topped off with foam and a caramel-chocolate drizzle, delivered to your desk first thing in the morning. It’s not about the sparkle or pizazz, but the thought behind the gesture. The specialty, the delivery, the convenience and the timing all combine to deliver an extraordinary customer experience.
A Tale of Two Flights
Recently, I took two back-to-back flights from Massachusetts to Kansas. My first flight was a 6 a.m. departure, and everyone (myself included) just wanted to get it over with. It seemed the lead flight attendant could sense the attitude of the crowd, and rose to the occasion to make sure she exceeded our expectations. Her lighthearted banter and interaction relaxed us before takeoff, and the other attendants followed her lead with hospitality, kindness and warmth. Additional touches like music playing while we were boarding and USB-C charging ports (that actually worked!) further elevated the airline experience. The flight crew even took extra care to circle back with snacks and drinks if we were dozing when they first came around. Their attitudes were infectious and, by the end of the flight, we were all in a good mood – and I was convinced this was the only airline I’d ever fly with in the future!
I carried that cheerful mood onto my second flight, but it quickly became clear I was back to the basics. Yes, the crew was professional and ticked all the boxes – safety demonstration, snacks, drinks, trash collection – but nothing elevated the experience or made the flight memorable. My second flight was definitely the basic cup of coffee from my example earlier, and I found myself missing the “deluxe hot cocoa” flight I didn’t even know I’d wanted but was delighted to receive.
This contrast highlights the difference between customer service, which is about checking boxes, and customer experience, which is about creating moments that delight and keep customers coming back.
Anticipating Our Needs
On my first flight, the crew’s ability to anticipate passenger needs stood out. They knew some passengers would be tired, grumpy, hungry…or all three! Understanding these dynamics meant the flight crew could use little touches to elevate the mood – but not be so over the top that we’d find it irritating or annoying. By anticipating and accommodating our needs, the crew ensured we had a positive experience, and, let’s be frank – having happy customers made their jobs easier too!
As government contractors, we can draw a valuable lesson from this: understanding the unique dynamics, needs and expectations of stakeholders is critical to success. Just as the flight crew tailored their approach, contractors must identify the personas, challenges and goals of the agencies and citizens we support. By proactively addressing these needs – without overwhelming or overcomplicating processes – we can create smoother, more satisfying experiences.
Consistency is Key for CX
On both flights, there was consistency among crew members, for better or worse. On my first flight, each crew member provided a sense of warmth and positivity, contributing to an overall consistently pleasant experience that exceeded our expectations.
There was consistency among the crew on my second flight as well – consistency in providing the bare minimum. There wasn’t necessarily anything wrong with the airline experience, but because it was so inconsistent with my first experience, I found myself backtracking on my promise to never fly on another airline.
Consistency is a cornerstone of trust and credibility, especially as government contractors. Just as the first crew’s commitment to excellence created a consistently positive experience, a unified team approach is critical to delivering high-quality service across every touchpoint.
Conversely, the second flight demonstrates the risks of inconsistent or uninspired service. Even when the bare minimum is delivered, failing to exceed expectations – or simply being inconsistent with prior positive experiences – can erode trust and satisfaction. For contractors, this means one weak link in the chain can diminish the perception of an entire program or project.
Employee Experience Matters
Compared to my second flight, you could tell that the first crew actually enjoyed their jobs and were passionate about taking that extra step to exceed our expectations. I can only speculate about why the first crew felt this way, but whatever the reason, it’s clear their positive employee experience and the support they received enabled them to provide extraordinary service.
This highlights an important truth: employee experience directly impacts customer experience. When employees feel valued, empowered and supported, they are more likely to go above and beyond in their roles, creating positive ripple effects for the people they serve.
For government contractors, this is a critical lesson. Organizations must recognize that the quality of CX we deliver to government clients and citizens begins with the experience we create for our teams. A motivated and engaged team isn’t just “nice to have” – it’s a strategic advantage in delivering the superior outcomes that government agencies expect and deserve.
Managing CX as a Journey
On my first flight, the crew managed the entire experience from start to finish. Every touchpoint was intentionally designed to leave passengers feeling valued and cared for, from the music as we boarded to the thoughtful follow-ups for snacks and drinks. It wasn’t just about the individual moments of service – it was about creating a cohesive and memorable journey.
In contrast, my second flight demonstrated what happens when customer experience isn’t strategically managed. While the crew delivered on the basics, there was no overarching effort to create a positive airline experience. The lack of intentionality made the experience forgettable, even though the service technically delivered what was expected.
For government contractors, the lesson is clear: CX is about managing the customer journey across every touchpoint. Just as the first flight crew coordinated its efforts to ensure a consistently positive experience, contractors must take a strategic and holistic approach to managing stakeholder interactions. By viewing CX as an umbrella of interconnected efforts – not just a single department or function – contractors can exceed expectations, build trust and strengthen their reputation.
Delivering CX, Not CS as Government Contractors
My recent travel experiences were a vivid reminder of the difference between customer service and customer experience. As government contractors, we have a unique opportunity to apply these lessons to our own work. By prioritizing proactive communication, fostering collaboration, and managing every touchpoint with intention, we can create seamless, positive experiences for the agencies and citizens we serve.
At RELI Group, we are committed to delivering the “deluxe hot cocoa” version of CX – going beyond the basics to delight and exceed expectations. Visit our capabilities page, Customer Experience (CX) Solutions, to learn more about the RELI way—and wherever your holiday travels take you, I wish you nothing but positive experiences!
