Background
Alaska Airlines is an organization that operates since the 1930s. I was considered to be one of the top ten largest American airlines at the end of the 20th century. The company is rather expanded and operates in 36 cities with the main hub in Seattle. Operating together with Horizon Air, it managed to serve the population of more than 35 additional destinations. All in all, this company created the most profit for Alaska Air Group. It accounted for about 80% of its revenue.
Unfortunately, the company faced a range of operational challenges that deal with (see Exhibit 1):
- baggage conveyor belts
- counter space
- wage increase
- resistance to change
- customer loyalty
Vice President of Customer Service believes that innovative use of technology can help it to overcome existing problems and improve performance. However, he, Ed White, also presupposes that such an approach is not the only best possible initiative to drive competitive advantage. Even when focusing on technology, he was not sure which processes should be person-to-person, hybrid, and completely automatized; how this approach will work; and how the use of technologies should be evaluated.
Those issues and initiatives are critical for the organization because they affect its operations, profit, competitiveness, and the level of customer satisfaction. It is critical to consider that additional teams will be needed to focus on the use of technology, and current personnel will require training.
Recommendation
In the very beginning Alaska Airlines’ share in the framework of the Burbank-Oakland market, for example, was more than 20% but now it is 0%. To improve its competitiveness and overcome main issues, the company should resort to new technology and consider the automation of some processes. In addition to that, it has to reconsider customer loyalty initiatives and improve communication with them (see Exhibit 2). Other companies may also follow this plan but, in general, mentioned technologies are selected to overcome specific issues faced by Alaska Airlines.
Basis for Recommendation
It will be advantageous for Alaska Airlines to resort to new technology and improve customer loyalty initiatives. Such actions will meet current organizational needs, providing an opportunity to reach its mission. They will make both clients and personnel change their behavior to achieve benefits. Other companies may also resort to such technologies, but this recommendation tends to focus on already existing clients. Having an opportunity to serve more people, Alaska Airlines will reach break-even soon.
Discussion
Alaska Airlines may also avoid any changes at all or develop more effective interventions that do not raise any doubts and resistance to change. Still, it is better to focus on technology and loyalty currently as they reflect the main problems (see Exhibit 3).
Next Steps
The company should not stop the implementation of new technologies and loyalty initiatives if it wants to ensure constant competitiveness. Routine assessments should be maintained to identify potential issues and areas for improvement to enhance organizational performance. Opportunities for performance enhancement will alter due to the changes in the market and client preferences. Thus, it will be advantageous to design additional solutions except for the discussed ones to drive a competitive advantage over time.
Exhibits
Exhibit 1
Issues that Trigger the Change
Exhibit 2
Recommended Changes
Exhibit 3
Options Grid