Technology can make your entire flying experience better — here's how

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If cramming clothes into a suitcase at the last minute when you're trying to catch a flight is your typical travel style, time may finally be on your side.

Like countless other travelers, you may barely have time to think, much less check in to your flight by laptop or smartphone. But now, if your flight is on United Airlines, you can keep on searching for toiletries and socks that match and ask Alexa to check in for you.

Amazon's voice-activated digital assistant can check in United passengers and be ready to supply gate information or itinerary updates, or simply satisfy any curiosity about preferred in-flight amenities. Google Home can get it all done too.

These new services are just the latest part of United's ongoing digital strategy focused on enhancing and simplifying the customer experience — through its website, mobile apps, and onboard-connectivity offerings.

It's a smart strategy for many reasons. Technology is now at the heart of the customer experience in the airline industry. In today's digitally driven world, consumers expect access to connectivity and other technological advancements no matter where they are — on the ground or in the air. And companies that deliver on or exceed those expectations can win the battle for consumer business and, most important, customer loyalty. That's why United has devoted so many resources to becoming a leader in technology.

Convenience and flexibility are the key to loyalty

The airline industry is hypercompetitive, and dozens of obvious and subtle factors play into each customer's purchase decision. But at the heart of it all is customer experience.

Slow downloads when trying to purchase a ticket? You may move on to the next provider. Incorrect gate information after you've trekked all the way to the end of a mile-long concourse? You'll remember that the next time you're shopping for fares.

"We've got to get it right for our passengers, every time," says Linda Jojo, EVP of technology and chief digital officer at United Airlines. "If we're not continually innovating and improving in these areas, we can lose their business."

That raises the question: What do consumers really want? The answer, says Jojo, is simple: convenience and flexibility. But those can be difficult things to achieve.

"We operate about 5,000 flights a day for a half-million passengers," Jojo says. "Should a service issue arise — even those beyond our control — we feel the obligation to address customers' needs and concerns right then, in the moment and in real time."

Much of this information is now available through United's award-winning mobile app. It offers convenient access to just about any information travelers could want, including bag tracking, interactive airport maps, and flight status.

Whether engaging a customer-service agent at the gate or a flight attendant in the air, passengers want answers to their questions and solutions to their problems. And just like consumers, United's 60,000 customer-facing employees prefer powerful communications tools too. So United gives employees mobile devices, which are much more convenient and accessible than desktop terminals for customer-service representatives, pilots, flight attendants, ramp-service employees, and others.

If a flight is cancelled because of an ice storm, on-site agents can use a smartphone and portable printer to rebook passengers and get them on their way. Because they bring the necessary technology with them, agents can be deployed at a moment's notice to where they are needed.

Beyond human interaction

Still, customers don't always prefer or have the time for one-on-one human interaction. They want answers fast and right at their fingertips.

"Today's consumers expect instant answers, via any channel they choose to engage with us," Jojo says. "Our intent is to give them access to the information they desire, anywhere and anytime, with or without human interaction."

United has the world's largest fleet of aircraft with satellite-based Wi-Fi, and is working to strengthen the speed and reliability of its internet service by adding more connection points, bandwidth, and coverage. Its personal-device entertainment service now lets passengers enjoy even more in-flight features, like streaming movies and TV shows using their own mobile devices.

"We're focused on providing our planes and our people with the tools to make each customer experience as personalized and satisfying as possible," Jojo says.

Find out more about how United is using technology to create a better experience for customers.

This post is sponsored by United Airlines.

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