I think the biggest problem with United’s new Polaris business class product is the customer confusion is sows.
I hear from customers almost every day who aren’t getting the new business class seats on their upcoming flights over the next few months — and argue with me that they are. “But the confirmation says Polaris” they tell me and I have to explain that this simply means they get the new soft product, and it will be years before most flights have the new seats.
That’s a problem, but there’s something far pettier and a much bigger lost opportunity, that I want to highlight.
I made this point in the middle of a longer post on Friday, and it’s something United seems to fail to grasp. They’re asking flight attendants to make sure blankets and pillows aren’t taken by business class passengers now that the airline is actually offering decent blankets and pillows. I wrote,
United doesn’t feel that extending their business class marketing into your home is a worthwhile investment.
United spends a lot of money marketing Polaris – on television, airport billboards, promotional events. However the most targeted marketing in the world is to an existing customer who has tried and liked the product.
If any agency pitched United with a way to put a daily reminder for business class customers of their positive view of the United business product, what would that be worth to the airline?