The Perpetual “First Impression”

Make first impressions count by keeping customer service top of mind at the flightline


After a safe landing following a pleasant flight on a beautiful morning, an aircraft taxis into an FBO. But there is no one there. There is no one to marshal in the arriving aircraft, and with few other aircraft parked on the ramp, the flight crew is left to decide where to park on their own.

Suddenly a facility door flies open, and an individual struggling to don a safety vest hurriedly grabs a set of chocks and drags a red floor mat out to meet the “self parking” aircraft. As the cabin door opens and the “out-of-breath” line service technician fights to properly the place the floor mat, the crew and passengers begin to emerge. Suddenly another line service technician pulls up on a tug pulling an LAV cart and yells: “Hey, they need anything?”

Unfortunately, this is an all too common scenario. Even if this were a long-standing, well-established customer, every time line ops meet the customer, it is a “first impression” for that exchange. But let’s back up a little and see how we could improve this situation.

Communicate & Plan

In the above example, the scheduler and dispatcher for the flight department had called in two weeks prior informing the FBO of the requirements for the passengers, aircraft and flight crew.

That information should have been documented and shared in a “shift briefing.” FBO personnel should have followed the incoming aircraft’s flight; that aircraft was most certainly on some type of electronic tracking system, possibly for hours! The aircraft likely called in and reported “20 minutes” out and probably had a scanner tuned to ground control where the pilot would have been heard to say: “This is aircraft N123, we would like to taxi to XYZ FBO.” So why was it a surprise then when the customer showed up?

As the above example illustrates, it is critically important to plan flightline work as best as possible and communicate that plan to everyone concerned.

“Is it possible to over communicate?

Consider this: “Would you rather be told about customer requirements three times, or not at all?” The more that is known about a customer’s basic needs, wants and preferences, the better you can be of service.

Maintain a Servant’s Heart

It was once just a requirement for anyone working the flightline to be safe and know the basics of proper ramp operations. That too is different today. With reduced staff and increased profitability demands, it is critically important that individuals charged with meeting the aircraft converse with passengers and coordinate with flight crews and fellow team members. These individuals must be ready, willing and able to be of service to others.

It is not about being anyone’s servant, however. It is about being a professional and assisting those without your expertise to help them navigate your employer’s operation with safety and ease.

FBOs should want their customer’s experience to be pleasant and maybe even memorable. No one will describe their experience as, “WOW, you will never believe the great fuel we received today!”, but they might say, “You will never believe the wonderful service we received today at XYZ FBO. We saw five FBOs over the course of three days of travel, and what a different experience we had at XYZ FBO.”

Check Your Appearance and Your Attitude

A study by New York University researchers revealed we make 11 major decisions about one another in the first 7 seconds of our first interaction. This research shows that in business interactions, first impressions are absolutely crucial.

On the flightline, appearance can offer an at-a-glance view of the level of professionalism and the anticipated level of service that can be expected. As one taxis onto an FBO ramp, if the facility is in disarray, the employees look like they have been rolling around under a greasy fuel truck, equipment is dirty and in poor condition, and no one looks very happy to be there, that first impression is not a positive one. Once inside, if customers see that the person behind the front counter never picks up his/her head to make eye contact and greet them, they may feel their presence is an imposition.

This content continues onto the next page...

We Recommend

  • Article

    FBO Security

    FBO SECURITY Aviation businesses need to get ahead of Washington by Michael A. Hodges To date, virtually all of the focus on security has been at the airline level, and...

  • Article

    Corporate perspective

    Corporate perspective A question: Does buying courtesy fuel add unnecessary risk? By John F. Infanger, Editorial Director November 2000 ?We actually have some specific...

  • Article

    Handling 11,000 Aircraft: At EAA's AirVenture, line service was already a challenge; enter a second FBO

    FUELING/LINE OPS/SAFETY By John F. Infanger, Editorial Director HANDLING 11,000 AIRCRAFT At EAA's AirVenture, line service was already a challenge; enter a second FBO OSHKOSH, WI...

  • Article

    Raising the Safety Bar

    Raising the Safety Bar By Thomas P. Slavin, Million Air-Cleveland January/ February 2001 Fixed base operators face a reality of changing service standards This article...