The Lufthansa Group, one of the world's leading airlines, has been the focus of criticism for years when it comes to customer satisfaction. The high number of complaints and poor ratings in quality rankings reflect the challenges facing the Group's brands.
However, a notable change appears to be taking place at the group's single brand, Eurowings. While Lufthansa itself has struggled with customer dissatisfaction in recent years, Eurowings is leading the way by providing new service offerings specifically for its frequent flyer group. These changes are part of a broader attempt by the company to improve customer satisfaction and strengthen the brand's reputation.
The Lufthansa Group, which includes the main Lufthansa brand as well as Swiss, Austrian Airlines and Brussels Airlines, has had considerable difficulty convincing its customers in recent years. Ratings for the main Lufthansa brand have deteriorated and customer dissatisfaction has become measurable through the so-called Net Promoter Score (NPS). This score, which indicates how many customers are willing to recommend a brand, was 35 points for Lufthansa's network companies in April. This shows that the difference between satisfied and dissatisfied customers is minimal.
In comparison, Eurowings, Lufthansa's single brand, achieved a slightly better NPS score of 37. Although this score also shows that a significant number of customers are dissatisfied, it places Eurowings slightly above the group's network companies. This could be an indication that the measures Eurowings is introducing to improve customer satisfaction are beginning to have a positive impact.
New measures at Eurowings: A step in the right direction?
Eurowings has recently started to introduce special measures for its frequent flyers. Until now, frequent flyers who had booked the "Basic" fare were not allowed to use a lounge before departure, even if they had a high status in the Miles & More frequent flyer program. This rule often led to confusion and resentment among loyal customers, especially those who depend on Eurowings due to the limited choice of routes.
Recently, however, frequent flyers with Senator status or HON Circle members who have booked the "Basic" fare have also been allowed to use the lounges. This adjustment is a significant step towards improving the quality of service and maintaining customer loyalty. The possibility of using a lounge before the flight significantly improves the overall experience for frequent flyers and can be seen as an important step forward in customer policy.
In addition to this innovation, Eurowings plans to further expand its range of services. Nevertheless, the benefits for frequent flyers at Eurowings remain limited. For example, it is not possible to reserve seats free of charge if the fare has been chosen without baggage booking. This is in contrast to the main brand Lufthansa, which offers frequent flyers at least a certain degree of flexibility in choosing their seat.
Lufthansa Group CEO Carsten Spohr has publicly admitted that the quality of the premium experience has not always been at the desired level in recent years. In February 2024, Spohr appealed to his workforce that 2024 must be the year in which customer satisfaction is increased again. A plan with 100 mini-measures has been launched, including an aperitif on long-haul flights, a second hot meal and chocolate as additional incentives.
These measures are part of a comprehensive program aimed at improving customer satisfaction and repositioning the Lufthansa brand on the international market. However, the positive impact of these initiatives remains to be seen to assess whether they have the desired effect.
The Lufthansa Group is facing the challenge of improving its customer loyalty and satisfaction. While Eurowings is showing initial progress by introducing special offers for its frequent flyers, it remains to be seen whether these measures will be enough to significantly increase overall customer satisfaction. Lufthansa's initiatives to improve the premium experience could help regain customer trust. It is hoped that these efforts will bear fruit in the coming years and lead to better customer service and higher ratings for both Lufthansa and Eurowings.