Social Innovation in Aviation
by Rüveyda KOÇ
Looking at today’s aviation industry, we can see that competition among airlines is increasing day by day. Aware of global goals and the potential they aim to increase, aviation industries constantly recognize the importance of change and innovation, providing these services to their customers. So, how is the delivery of service to customers, advertising efforts, customer attraction activities, and innovation being developed in aviation?
In a report prepared by the technology company ‘Amadeus’ for airlines, it is concluded that “consumers are still disappointed with today’s airport experience” and, according to the perspective of frequent flyers, “a stress-free passenger experience remains their number one priority.” Therefore, airlines are obliged to develop different perspectives and design dynamic, up-to-date projects at this point. Aviation businesses must keep the service quality and comfort they offer to customers dynamic. The better they understand customer profiles, the better they can meet their service requirements. For instance, Delta Airlines’ use of the “Guest Service Vehicle” to allow passengers and flight crews to interact during flights and create an opportunity for 22,000 flight attendants to engage directly with customers and understand various customer profiles is an example of this service welcoming drive.
So, what has this innovation brought to Delta Airlines? Let me tell you right away! One of the most important efficiencies gained from this innovation is the ability to anticipate customer needs. These insights provide opportunities for different and beneficial changes for both customers and companies. The goal of aviation businesses should be to recognize these necessary innovations, implement them, and even develop them sustainably.
Gaining different customer profiles is important for companies. Why? Because having a diverse customer base increases customer loyalty and the attractiveness of the company to other potential customers. If we think about it ourselves, when we buy a service from a brand or company, we act based on our expectations such as economic affordability, service quality, comfort, convenience, relevance to the current age, previous customer reviews, the brand’s vision and mission, and the company’s communication and problem-solving capabilities. Companies that try to understand their customers and offer services tailored to their characteristics by developing customer profiles are bound to capture the attention of potential clients. Moreover, these companies satisfy customers with the innovation they offer. To increase their appeal and customer preference, companies must focus on continuously improving their services and keeping them both physically and socially relevant. Thanks to innovations that appeal to society, companies not only increase their attractiveness but also ensure that their name is heard. At the heart of all service sectors lies the human factor. Aviation is no different; it is a highly interdisciplinary sector, incorporating science, technology, engineering, architecture, and progressive ideas, working in a way that markets to us as a complete package. Additionally, it involves a diverse and multi-faceted customer base with complex and layered needs. In other words, marketing to a complex human audience with a strategy aimed at satisfying everyone is the key to success. Another significant feature of information involving social issues is the opportunity to offer different service experiences to various customer profiles, apart from customer satisfaction, service speed, quality, safety, and security.
Aviation companies, while maintaining their technological currency, should also approach social problems with innovative and effective solutions, aiming to improve the quality of life for people. In other words, through social innovations! I would like to share a recent development I came across while researching this topic. Turkish Airlines’ little guest ‘İnci’ is one such example. 9-year-old İnci Beren, who suffers from cerebral palsy, could not realize her dream of flying due to her condition. Turkish Airlines made her dream come true by introducing İnci Beren to the plane on flight TK2313 from Izmir to Istanbul.
Turkish Airlines (THY) has drawn attention to both mental and physical health issues by identifying a specific service need and offering a suitable service to İnci Beren. Although she is just 9 years old, İnci, like all other children, has the right to fly and use flight services. Recognizing that she needed special services due to her illness, THY designed a unique flight experience for her, creating an awareness example for both companies and the public. By fulfilling the dream of a little girl, this story gained media attention and was highly praised on social platforms. This social initiative not only increased Turkish Airlines’ brand prestige but also proved beneficial in terms of employee satisfaction. Although this may not strictly be considered an advertisement, I found it valuable as it serves a good cause and sets an example for competing companies.
Another campaign I personally benefited from is Pegasus Airlines’ “GençBolBol” campaign, which took place last month. This initiative, offering highly affordable domestic and international flight opportunities to young people aged 12-24, addresses the economic concerns of students and offers them privileges. Innovative projects like this, targeting specific groups and engaging in social responsibility activities, make these companies noticeable and appealing, as we can see.
I mentioned that the most important element of social innovation is “human.” Social innovation is also a necessity. And the need for it exists both in corporate settings and in the societal domain. This is why the importance of social innovation is so high. Aviation businesses should aim to better address social needs than current solutions. They should also be open and ready to implement new, current, dynamic, and sustainable projects. The recent earthquake, which affected 10 provinces and was called “the disaster of the century,” I believe serves as proof of this. In this painful event, the entire world united, and everyone in some way lent a helping hand. During this time, the aviation industry was also much needed. Beyond the speed, quality, safety, and security of the services offered, areas like love, empathy, and solidarity also required attention. Turkish Airlines’ special flights for earthquake-affected children and families with the 400th addition to its fleet, the Airbus A350-900, are examples of this.
In THY’s “Tek Yürek” project, the first passengers of the 329-seat A350-900, newly added to the fleet, were earthquake-affected children and their families. The name of the project, reflecting the unity of the country during this tragedy, created a sense of an inclusive project for all. THY ensured that children and families affected by the disaster were welcomed in the CIP lounge, met and chatted with the flight crew, served specially prepared menus, and made their journeys with gifts, leaving them with beautiful memories on their flights between Izmir and Istanbul. Many of these children were on their first flight, and from the interviews and photographs, it is clear that this project allowed them to forget the tragedy, even if just for a moment.
Ahmet Bolat, the CEO of Turkish Airlines, made a statement, saying, “Inshaallah, we will heal this wound as soon as possible. We organized this event to make the faces of our children smile, even if just a little.” From this statement, we can understand how much social benefit projects impact both the people working in the corporate domain and those in the societal domain, meeting their needs and affecting their lives.
We defined innovation as the successful implementation of an idea through creating and improving new products, services, and processes. The innovative outcome of an idea can be achieved when it is feasible from the customers’ perspective, and applicable technologically and financially. The innovations applied not only contribute to the development and growth of industries but also help in the growth and development of society. I believe that industries aware of this fact are increasingly applying social innovation worldwide.
References
How-to-Develop-an-IROPS-Social-Media-Strategy-A-Guidebook-for-Airports.pdf (trb.org)
THY’NİN ÖNEMLİ KONUĞU ‘İNCİ’ (airkule.com)
Sosyal inovasyon – Nedir, tanımı ve konsepti – 2021 – Ekonomi-Wiki.com (economy-pedia.com)
SOSYAL YENİLİK TASARIMI. – PDF Ücretsiz indirin (docplayer.biz.tr)
https://www.flypgs.com/genc-bolbollular-1-tlye-seyahat-ediyor
Pictures: dha.com.tr, flypgs.com, aa.com.tr, irishadvantage.com, pexels.com
I was studying some of your articles on this website and I think this website is really instructive!
Keep on putting up.Raise your business