CCIM 4116: Higher Diploma in Airline and Airport Services Assignment 1

Assignment 1

Task

The two cases below are bad experiences encountered by customers in different scenarios. Choose ONE case from below and make use of the “4 steps to Quality Customer Service to analyze the case. Write an essay of around 800 words for the analysis. In the essay, you have to: 

• Identify the issues that the service provider had done improperly 
• Assume that you were the service provider, how would you handle the case differently? Suggest some handling procedures which can ensure quality customer service and explain your rationale behind

Case 1

We selected first class and we thought that it would be luxurious, the same as any other airline but it was not. There was no special service for first class passengers. No priority boarding, no drink before the hurds of people boarded past us, no greeting, no smiles from flight attendants. Flight attendants were busy talking and playing on the phone as we boarded. The flight attendants showed no interest in their jobs. They did their jobs such as showing safety procedures and handing out snacks, but all were done without a smile or a pleasant comment. As there were not many meal choices, we only had cheese sandwiches. I asked about the meal on the return flight, the flight attendant said there would be no hot meals when we return. His comment, oh my God, that's terrible. At least he was honest. He said he'd like to help me but I was not sure what he could do. It was a long flight but there were no TVs or videos to watch movies in the flight because of system failure. They told us to use our personal tablets, and that we could not open their App. We requested help but it was not provided. We had to spend the flight without any entertainment. I did not like it at all.

Case 2

When boarding, the old gentleman in front of me had kept his bag over seat A but the door didn't close. The attendant rushed forward and curtly told him to shift it to the one over seat D. He was clearly a bit frail and was barely able to lift the bag but she simply turned around and left. Us passengers ended up helping him shift it. Later during the flight, this same passenger was getting dripped by moisture leaking from overhead vents on his shirt and his seat. He pressed the call button and waited for 10 minutes but no one attended to it. He finally reported the incident to a flight attendant who passed by. Without even looking at the passenger, the flight attendant stopped the passenger before he finished his sentence and said that was normal on an aircraft. She then pointed out that the last ten rows of the aircraft had paper towels stuffed into the side vents. The flight attendant didn’t offer anything to the passenger and would like to go away. The passenger asked the flight attendant if she would report the incident, but the flight attendant refused to do so, saying there was a condensation problem with the entire fleet and her report wouldn't make any difference. Aside from being annoyed, the passenger began to question the mechanical quality and safety of every plane in the airline.

Assessment Summary

The assessment required students to analyze one of two customer service failure scenarios using the “4 Steps to Quality Customer Service” framework. The task involved writing an 800-word analytical essay that:

1. Identifies key service issues what the service provider did wrong.
2. Proposes alternative handling procedures explaining how the situation could have been managed better.
3. Provides rationale linking solutions to quality customer service principles.
4. Applies the 4-Step Framework focusing on customer needs, communication, problem-solving, and follow-up for service recovery and satisfaction.

The assessment tested the student’s understanding of service quality standards, empathy in service delivery, and the ability to apply theory to real-life scenarios.

Mentor’s Step-by-Step Guidance Process

Step 1: Understanding the Assessment Framework

The Academic Mentor began by ensuring the student clearly understood the “4 Steps to Quality Customer Service” model, which typically includes:

1. Understanding customer needs and expectations.
2. Providing reliable, consistent, and courteous service.
3. Handling complaints effectively and with empathy.
4. Following up to ensure satisfaction and continuous improvement.

The mentor explained that the essay should not merely describe the incident but should analyze it systematically through these four stages.

Step 2: Selecting and Analyzing the Case

After reviewing both scenarios, the student, under the mentor’s guidance, chose Case 1 the first-class passenger experience.
The mentor advised starting by identifying all service gaps in the case, such as:

• Lack of priority treatment for first-class passengers.
• Unprofessional and disengaged flight attendants.
• Poor communication and lack of empathy.
• System failure (no in-flight entertainment) with no support offered.

This formed the foundation for the essay’s problem identification section.

Step 3: Structuring the Essay

The mentor guided the student to structure the essay as follows:

1. Introduction Brief overview of the case and importance of quality customer service.
2. Identification of Issues Listing and explaining what the service provider did improperly.
3. Application of the 4 Steps Analyzing the case using the model.
4. Proposed Improvements Explaining how the student (as the service provider) would handle it differently.
5. Conclusion Summarizing lessons learned and connecting them to service excellence.

This clear structure ensured the essay met both academic and practical expectations.

Step 4: Developing the Solution Approach

The mentor helped the student translate theory into practice, guiding them to:

• Emphasize empathy and active listening when interacting with customers.
• Propose specific service recovery actions, such as offering apologies, alternative solutions, and compensation (e.g., complimentary upgrades or vouchers).
• Explain rationale using customer service principles highlighting how proactive communication and emotional intelligence improve satisfaction and brand loyalty.

The mentor also advised referencing relevant service management theories and ensuring all examples were realistic and professional.

Step 5: Reviewing and Refining the Essay

After drafting, the student’s work was reviewed for:

• Logical flow and clarity of ideas.
• Consistency with the 4-Step framework.
• Critical reflection rather than mere description.
• Proper grammar, tone, and academic referencing (if applicable).

The mentor emphasized rewriting sentences for clarity and ensuring each recommendation was actionable and justified.

Final Outcome and Learning Achievements

By the end of the mentoring process, the student successfully:

• Produced a well-structured essay aligning with assessment criteria.
• Demonstrated understanding of how poor service delivery impacts customer satisfaction.
• Applied the 4 Steps to Quality Customer Service to analyze, resolve, and prevent similar incidents.
• Strengthened professional skills in problem-solving, communication, empathy, and service recovery.
• Achieved the key learning outcomes of critical thinking, application of theoretical frameworks, and reflective practice in customer service management.

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