United Airlines is striving to improve baggage-delivery times and improve customer service amid mounting passenger complaints across the industry.
The Chicago-based carrier said Wednesday it has revised its benchmarks and processes related to checked baggage, customer concerns and ground delays.
"This is part of our commitment to improving the customer experience," said United spokeswoman Robin Urbanski. "We want guests to understand what they can expect from us. This is our pledge to customers."
The carrier has posted its revised goals on United.com under a section called "Our Customer Commitment," which provides details about service benchmarks in 12 key areas.
United said it is now trying to deliver luggage to baggage carousels within 25 minutes after each plane arrives at its gate.
While the carrier admits it might not hit that target consistently, "We are setting the standard to ensure our customers know they should be able to expect it from us," Glenn Tilton, United's chief executive officer, said Wednesday in a recorded message to employees.
United also said it will attempt to respond to customer complaints within 45 days.
This year, the company implemented new policies for dealing with ground delays and providing passengers on certain flights with discounts on future tickets, meal vouchers and apology letters.
Wednesday's announcement comes a day after the U.S. Department of Transportation released a report showing that complaints over airline service reached a seven-year high in July. Flight delays, cancellations and lost baggage also are up this year amid record demand.
Some groups are now pushing for federal legislation that requires carriers to meet certain service standards. The airlines hope to prevent that by implementing their own changes. United, for instance, believes it should "take the lead in delivering the best possible service we can," Tilton said.
Some observers, though, said the moves aren't serious attempts to improve customer service.
"This is all baloney," said Joe Brancatelli, an industry expert who runs a Web site for business travelers. "Airlines are all running scared because they're afraid of congressional action. These are just their benchmarks and goals."
In 1999, United created the customer benchmarks as airlines looked to head off a similar push to regulate industry service standards. United hasn't updated those initial goals until now.
"We've been here before," Brancatelli said. "It's obvious that the big airlines just don't care. It's not as if they're doing this to improve customer service. They just don't want a federal" mandate.
United said it plans to review its customer-related policies and goals every six months, tweaking them as needed.
INFOBOX
Benchmarks
United has enhanced some of its customer service policies and goals. The carrier says it will:
* Try to deliver checked luggage to the baggage carousel within 25 minutes of arrival.
* Attempt to respond to all customer complaints within 45 days.
* Compensate customers on certain flights that are stuck on the ground for longer periods of time.
