People Fix What Systems Break

The Gist

• People fix problems. When systems fail, frontline staff often determine whether the experience recovers or breaks down completely.

• Process shapes trust. Inconsistent policies and unclear expectations across airlines made travel harder and eroded confidence.

• Technology needs backup. Even reliable apps can’t replace human clarity when plans change or bookings disappear.

Recently, I embarked on the trip of a lifetime: seven countries in 30 days. Along the way, I had the rare opportunity to try five different airlines. To prepare for this trip, my wife and I invested in new carry-on luggage designed to meet most international airline size requirements. But more than testing our new gear, this journey became an unplanned but revealing experiment in airline customer experience. It was an evaluation of their people, processes and technology.

As Mark Abraham and David Edelman explain in their book “Personalized,” companies have long promised to improve their customer experience through personalization, yet most fall short. The aim, they argue, is to empower customers to get what they want faster, cheaper, more easily and with minimal friction.

But that takes more than clever marketing; it demands an organization that truly knows its customers, reaches them at the right time, shows them relevant options and delights them whenever possible. 

In her new book, “The Experience Mindset,” Tiffani Bova further highlights the importance of employees. They are the frontline carriers of customer experience. I would take that further; employees are often the silent fixers of broken or misaligned processes, the human bridges when systems fail. Bova’s insight that “it’s not about what you offer but how customers feel when they engage with your products and services” came to mind repeatedly throughout my flights.

And so, we turn to the airlines. Each one told a different story through its staff, its check-in and boarding processes, and the digital touchpoints along the way. Some empowered and delighted; others simply had to be endured.

But all left me with something far more valuable than frequent flyer miles. That was a visceral understanding of how people, processes and technology shape how we feel as customers.

Let’s dive into what each airline revealed.

Table of Contents

Alaska Airlines Delivers a Thoughtful and Seamless Travel Experience

I’ve written before about Alaska Airlines’ commitment to customer experience, and on the first leg of our trip, they proved once again why they stand out. From the start, Alaska made it easy to upgrade to Economy Plus bulkhead seats for a modest fee; it was a small investment for added comfort. Their app worked flawlessly. It gave us clear updates on seat assignments and flight status, and it even offered a prompt apology when they adjusted our departure time. It was a masterclass in proactive communication.

What set Alaska apart wasn’t just the technology but the thoughtful touches that made travel feel human. We could preorder meals, and we received an offer to upgrade to first class, Plus, with our heavier-than-usual luggage (we were packing for a month, after all), they helped us without question. Alaska didn’t just promise a better experience; they delivered. They blended efficient processes with genuine care.

Related Article: Mastering Customer Communications: A Blueprint for Exceptional Experiences

TAP Air Portugal Falls Short at Every Customer Touchpoint

TAP Air Portugal was the longest leg of our journey and, unfortunately, the most disappointing. Though friends had praised their business class, our experience in economy revealed how far the airline has fallen. We paid hundreds of dollars for bulkhead seats that promised extra perks like earlier boarding, flexibility and added comfort.

But TAP delivered none of it. We paid for the seats, not the benefits. The airline failed to maintain our reservation in its app, making it a chore to locate our reservation each time. Even the check-in process was flawed. There were no boarding passes issued online, which forced us into a long airport line where we were told, without warning, that we could not carry on our bags.

The experience deteriorated further at the gate and onboard. We were assigned to Group 2 out of 3, which was not ideal, but manageable. However, once on the plane, we discovered we weren’t in the seats we had paid for. When I asked to speak with the purser, they casually acknowledged this “happens all the time” and said there was nothing they could do.

To make matters worse, the very last person to enter the airline was in our row. A flight attendant did apologize and kindly gave me the complaints contact, but they warned that it could take months to get a response, if one came at all. I filed a complaint before we even took off.

The airline’s response was as disappointing as the flight. They claimed they had fulfilled the ticket by offering other “benefits” like extra checked luggage and refused a refund. Only after pressing them (and informing them I’d be writing about the experience) did they offer a consolation of 2,500 United miles. When I didn’t respond quickly enough, they threatened to rescind the offer within 10 days. 

At every customer touchpoint, they failed my wife and me. Worse, no one took ownership or showed empathy. The message was clear that this wasn’t a rare glitch; it was business as usual. For frequent flyers who value even a baseline level of care, TAP sends the wrong message. Fly with someone else.

Iberia Meets Expectations but Leaves Room for Improvement

Iberia was a noticeable improvement over TAP, though still far from perfect. Our reservation details were properly recorded in their system, which was a welcome change. Because I have American Airlines status, I had hoped for a smoother experience. To some extent, it was delivered. I was granted fast-track security access, like TSA PreCheck, but oddly, it only applied to me, not my wife, and only for the second leg of the trip. As a result, we both ended up navigating the longest coach security line I’ve ever seen, which nullified the benefit.

Once through, the experience improved. We received access to the Iberia lounge and boarded into the seats we had paid for, though, like many European carriers, the seat pitch was uncomfortably tight. Still, Iberia delivered what it promised. We got all our luggage onboard and arrived without issue. However, meals and even water came at an additional cost, and we weren’t warned that boarding and deplaning would involve navigating multiple staircases. Had we known, we would have checked our heavier than usual bags. In short, Iberia met the minimum expectations but left plenty of room for better communication and consistency.

Related Article: What Airlines Can Teach Us About Elevating Customer Experience

British Airways Offers a Reliable, No-Surprises Experience

British Airways was another step up in our airline experience. Their app worked flawlessly, our reservation accurately persisted, and navigating seat assignments and updates was seamless. They offered us an upgrade, but we stuck with our exit row seats, which provided ample legroom and comfort for the flight. While most food came with a charge, they offered at least complimentary water, a small but appreciated gesture.

However, even British Airways wasn’t without its quirks. Upon landing in London, we were once again faced with the unexpected inconvenience of carrying our luggage down a staircase from the plane to the tarmac, an experience more common with budget carriers. Still, British Airways largely delivered a solid, no-surprises experience with competent tech and reliable service.

American Airlines Delivers a Smooth, Restorative Return

Back to civilization. After weeks of inconsistent service, our return flights reminded us how smooth air travel can be when people, process and technology align. The airline’s app worked seamlessly and notified us of weather-related delays well in advance, although I do wish it had predicted the impact on our final leg sooner. Boarding was still a bit uncertain at that point. Thankfully, a seasoned customer service rep stepped in with clear, honest answers.

While my request for a gluten-free meal was only honored on the first leg, the overall service more than made up for it. Flight attendants greeted us warmly and made a point of saying, “We’ll be taking care of you today.” This was a small phrase that carried real weight after the less personal experiences earlier in the trip. The pilot didn’t just fly the plane; he communicated with transparency and explained the weather-related route change through Canada. There were no stairs and no baggage mishaps, just a clean return, with all our bags and a ride home waiting. A fitting end to a long journey.

Related Article: How United Airlines Turned Real-Time Data into CX Gold