Little things matter

Two years ago I boarded a plane to Sao Paulo from London Heathrow with my wife and one in-a-half year old daughter.

Naturally my daughter took the window seat, my wife sat in the middle and I took the aisle. It was the first time I had ever flown on this airline and I got to say I felt a little underwhelmed.

I couldn’t help but notice that everything felt just a little bit worn. The latch for the tray table for some reason was really loose. The cover for the inflight magazine was torn and someone had evidently taken the trouble to make a few artistic doodles inside.

My wife complained that her throat felt parched. So she politely asked the airline attendant in Portuguese if she could have a glass of water. “Of course”, she replied with a smile. But then the plane took off. It seems that she had forgotten. Fortunately, I had a giant bottle of Evian mineral water in my bag that I had absentmindedly bought at WHSmiths in the duty free.

Of course none of this bothered me too much. Nor my wife for that matter. She was too occupied looking out the window with my young daughter, pointing at the clouds, and the towns and villages down below.

All could be forgiven. I am a pragmatist after all. Planes are meant for flying from ‘A’ to ‘B’. And, right at that moment I just wanted to be at ‘B’.

Rather unappetising dinner was then served casually. And, before we could finish it the flight attendant rushed to take our trays away. Again I couldn’t find reason to complain. Yes they created a problem, but they were quick to find a solution – I didn’t have to eat a thing.

Yes they created a problem, but they were quick to find a solution – I didn’t have to eat a thing.

I looked back down the aisle and saw her warmly conversing with her colleagues. They seemed to enjoy each other’s company very much. I saw the positive side and acknowledged that at least someone was enjoying this flight.

It’s ok really. I didn’t mind. I just wanted to get to ‘B’ and be greeted by my wife’s loving family on arrival. Seriously I didn’t mind one bit because good food and beer awaited me. I just had to make it through this ten hour flight.

I open the plastic wrapper with the airline headphones, plugged them in and then it all went wrong. The screen worked and the movies played. It couldn’t be the headphones because my wife tried them in her seat and they worked fine.

I called the flight attendant and complained. She was very polite. She smiled a lot and promised that the airline would get it fixed as soon as we landed. Of course that didn’t help me much. So I spent the rest of the flight watching the digital plane on the functioning in-seat screen, plotting its course towards Brazil.

I spent the rest of the flight watching the digital plane on the functioning in-seat screen, plotting its course towards Brazil.

I must admit, I am wary about flying this airline again. It had nothing to do with the service. It was just the lack of attention to detail that bothered me.

Imagine you were me – the customer. However, in this instance everything is fine. The service is great and the airline food is delicious. The only problem you have is that the earphone plug in your seat doesn’t work. It doesn’t matter though because the flight attendant upgrades you to first class on this imaginary flight and then all is well again. Or is it?

You might subconsciously take the view that the plane is old and hasn’t been serviced recently. Without realising it you rank the airline’s safety lower than a rival airline the next time you travel. It’s weird, but that is how I feel today as I contemplate my next holiday with my wife to her beloved homeland.

Logically it doesn’t make sense. The airline is likely to place great importance on maintaining the plane mechanically because they have to. They will take great care to make sure the engines are working properly and that worn parts are replaced swiftly. Fixing the earplug socket on my seat would be a second or third priority for them. And, rightly so.

The problem is that passengers don’t see it that way. These little things matter and can create a lasting impression, both consciously and unconsciously. When things don’t work inside the cabin, it makes them wonder about how safe the whole plane is.

This concept is not limited to the airline industry. You might experience it when you get rubbish reception from your mobile phone provider in the little village you live in. Or you might have to wait ages in a stuffy waiting room to see the doctor because its busy that day.

Of course all these things can be avoided. However insignificant, little things do matter.