Customer-Focused Marketing Deemed Critical as Airline Executives Lose Focus

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Marketing Expert, Charles Gaudet, Says the Airline Executives Misguided Strategies Offer a Good Lesson for Business Owners Wanting to Grow Their Business

airlines carry of fees

Customers are sick of high baggage fees, poor service, inflexible policies, lost baggage, and delayed flights. The business strategy needs to change.

Executives often fall short of recognizing that customers have all the power. There’s more competition and options available to them than any other point in history, and the key to succeeding in this environment is to keep their eye on the customer...

As American Airlines and US Airways take steps toward a merger, the companies are looking at creating the nation’s largest airline. Partially an effort to save jobs and rescue American Airlines from bankruptcy, the two airline giants are also positioning themselves to better compete with the recently merged Delta and United companies. Marketing expert, Charles Gaudet, founder of, believes that the merger will only provide temporary financial relief unless these airline executives shift their focus from profit to customer value.

Gaudet says, “Many corporate executives operate their business under the popular (and misguided) notion that ‘the purpose of business is to increase shareholders value’ - therefore the focus is on shareholders - instead of ‘the purpose of business is to increase customer value’ - the latter results in great profit. In fact, your profit is in direct proportion to customer value.”

Gaudet argues that a focus on customer relationships, like those being damaged by the airlines stripping away customer benefits, baggage charges and inflexible policies can make or break any business, large or small. As a part of his Predictable Profits Methodology, he provides business owners with framework for successfully creating a customer focused marketing philosophy.

As such, Gaudet suggests the following questions for airline executives to consider in order to build a more customer-focused business:

  •     What does your ideal customer expect from a good flying experience?
  •     What are more ways can we create a good customer experience for our passengers?
  •     What ways can we make the reservation process easier, more convenient, and enjoyable?
  •     What process, information, and training needs to be in place for our pilots, airline attendants, and employees to make sure an enjoyable customer experience is the number one priority?
  •     How can we make our customers feel special, valued, and appreciated?
  •     What methods are in place to communicate with our customers and make sure that their needs are being addressed?

“Executives often fall short of recognizing that customers have all the power. There’s more competition and options available to them than any other point in history, and the key to succeeding in this environment is to keep their eye on the customer,” Gaudet says.

“When you look at the exceptions, namely Southwest and JetBlue, they are not always the least expensive, but they constantly rank as having the highest customer loyalty and the best customer experience,” continues Gaudet. “It shouldn’t come to much of a surprise that they are also two of the most profitable airlines in the industry.”

For more information on how to increase your small business profits and create a more customer-centric organization, please visit and sign up for the free newsletter.

ABOUT CHARLES GAUDET: Gaudet started his first business at just four years old, and has been involved in entrepreneurial enterprises ever since. Upon finding himself in millions of dollars of debt and under enormous stress at the age of 24, he and his wife systematically grew their first multi-million dollar company. Gaudet has traveled much of the world studying from business, political and social leaders studying entrepreneurial, marketing and business excellence. He is widely regarded as a marketing expert for consistently delivering windfalls of profits to his clients, unveiling opportunities that have been previously under-utilized or have gone unnoticed.

He is the founder of, the creator of the Predictable Profits (TM) methodology and the author of the popular blog at

ABOUT PREDICTABLE PROFITS: Predictable Profits is a leading small business marketing company and a division of Managed Marketing, LLC. The company specializes in finding overlooked marketing opportunities commonly found in most small-to-medium sized businesses, and creating actionable marketing strategies for increasing a company's profits. You can read more about Predictable Profits by visiting the company's website at

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Charles E Gaudet II
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