About Frontier Airlines
Frontier Airlines (NASDAQ: ULCC) is a wholly-owned subsidiary of Indianapolis-based Republic Airways Holdings, an airline holding company that also owns Chautauqua Airlines, Republic Airlines, and Shuttle America.
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Latest Frontier Airlines News
Jan 23, 2023
According to Iliya Rybchin, a partner at Elixirr Consulting , Frontier’s decision to shift to digital-only customer service channels may be a first step toward a transition to peer-to-peer (P2P) customer service. While this move isn’t a complete shift to P2P since the airline will still use live chats, emails, etc., rather than getting support from other customers, the change will enable Frontier agents to handle a larger volume of customer issues. Rybchin pointed out that while a voice customer service representative (CSR) can only handle one call at a time, a text CSR can handle four-to-six simultaneous chats, and with the use of canned responses, the number increases. He acknowledged that the immediate reaction by most when hearing the news is that this is a step back in customer service quality. “For a premium airline, that may be the case, as it would be unimaginable for airlines Etihad, Virgin Atlantic or even Delta not to offer some form of call center support," However, he noted that this may not be the case for Frontier, as it prides itself as an ultra-low-cost airline. He said that if the move allows the airline to maintain its pricing power and deliver attractive deals to customers, it may not have any negative impact on Frontier’s customer service. Move to Digital Customer Experience Not Uncommon Rob LoCascio, CEO of conversational tech company LivePerson , said Frontier's decision to eliminate telephone support isn't unexpected. “They aren’t the first brand, and they won’t be the last to amp up digital experiences. Consumers, especially Gen Z, really are embracing automation and messaging with brands.” Learning Opportunities LoCascio expects the trend to accelerate in 2023. “The challenge will be making sure that automation helps make the experience feel more human, not less." He believes that travel brands whose customers can get what they need on digital channels while still feeling like they are being treated like travelers, “not just not 1s and 0s,” will be successful. He added company research showed that only 43% of consumers say chatbots are easy to talk to, indicating the need for continued improvement. However, 68% of consumers say automated engagement resolves issues more quickly and increases brand loyalty. Challenges With the All-Digital Approach Gadi Shamia, CEO of Replicant , a contact center automation platform, pointed out several challenges with Frontier’s new approach to customer service. He explained automated channels can't solve all of the problems, and customers may become frustrated when they are not able to escalate to a human representative. With no ability to escalate to a human, many of their customers will be even more frustrated: Not only do they have an issue that requires calling, not only did they spend 10 minutes with a chatbot, but they also hit a dead end. Some calls should not be automated, Shamia said. “Urgent, emotional, high-stress calls,” for instance. “If you are a parent of three stuck in an airport at midnight since your flight got canceled, you should speak with someone who can help you navigate this issue," Shamia said. "Brands that will fail to build a system of agents and automation will fail, and I don’t see other airlines following Frontier’s decision to the detriment of their customer service.” Final Thoughts on Frontier’s Digital-Only Move Frontier’s decision to move to digital-only support may be embraced or grudgingly accepted by customers, especially if other no-frills airlines follow suit. If the change proves to be successful for the airline — in terms of retaining customers and not resulting in revenue loss that outweighs the cost savings — other companies and industries may also consider significantly cutting or eliminating their telephone support. About the author Phil Britt is a veteran journalist who has spent the last 40 years working with newspapers, magazines and websites covering marketing, business, technology, financial services and a variety of other topics. Tags About CMSWire For nearly two decades CMSWire, produced by Simpler Media Group , has been the world's leading community of customer experience professionals. . Today the CMSWire community consists of over 5 million influential customer experience, digital experience and customer service leaders, the majority of whom are based in North America and employed by medium to large organizations. Our sister community, Reworked gathers the world's leading employee experience and digital workplace professionals. Explore CMSWIRE Popular Articles Editorial Channels Join the Community Not yet a CMSWire member? We serve over 5 million of the world's top customer experience practitioners. Join us today — unlock member benefits and accelerate your career, all for free. Join us
Frontier Airlines Frequently Asked Questions (FAQ)
When was Frontier Airlines founded?
Frontier Airlines was founded in 1994.
Where is Frontier Airlines's headquarters?
Frontier Airlines's headquarters is located at 4545 Airport Way, Denver.
What is Frontier Airlines's latest funding round?
Frontier Airlines's latest funding round is IPO.
Who are the investors of Frontier Airlines?
Investors of Frontier Airlines include Indigo Partners and Republic Airways Holdings.
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