The Key To Continuous Business Improvement? Think Like The NTSB.

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Airlines are rarely held up as a model of customer experience excellence, but in one important respect, the aviation industry actually deserves that recognition.

Within a matter of days, the NTSB issues a preliminary report based on the Go Team’s findings.

What does that disciplined process of investigating aviation accidents and addressing their root causes yield? Decades of consistent improvement in the civil aviation fatality rate, with the 5-year moving average hitting an all-time low in 2019 .Now, imagine if the above graph were charting the failure rate forcompany’s customer experience, perhaps measured through product defects, complaints or some other indication of an experience gone wrong.

Think of it this way: There are a finite number of reasons why an aircraft will suffer an operational failure. By rigorously investigating every failure, and directing its aviation partners to pursue remedial action, the NTSB and FAA have gradually narrowed the list of potential failure points. Hence the remarkable and steady long-term decline in accident rates.

When experience failures arise, people’s focus is on solving the problem for the affected customer. Once that’s done though, typical organizational behavior is to just move onto the next task – answering the next call, resolving the next complaint, manufacturing the next widget. Resist that temptation.

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