What if an airline filled up an entire cabin with wide seats and extra leg room? No first class seats, but a whole plane full of seats offering about 20% more width and leg room. The fact that this suggestion seems fanciful is indicative of a major problem amongst the airlines: they lack focus on radically improving the customer experience with the application of creativity and innovation.
Give JetBlue, Southwest, etc. some credit – they’ve made some improvements over the years – but why have the improvements been so minor and on the whole unsatisfying? The root of the problem is that the airlines measure their success based on one another. Instead, they should measure their success based on the imagination and expectations of their customers.
A business takes the shape of how it measures success. If your measure is your competition, you’ll look a lot like them and spend your time trying to differentiate yourself in the marketplace. If your measure is your customers, you’ll look a lot like them and spend very little time trying to convince them you’re what they want or need.
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