JonNYC reports how Delta is noticing a serious issue when it comes to passenger satisfaction on its most important route, and it’s asking for pilots to help solve that…
In this post:
Delta flights between JFK & LAX see lousy net promoter scores
The market between New York (JFK) and Los Angeles (LAX) is among the most competitive and highest revenue in the United States, and it’s one where Delta has a first place position. Well, at least that’s true in terms of the number of people carried and revenue. How customers feel is a different story, though.
In a memo to pilots, Delta has revealed that the net promoter score (NPS) for this route runs 9.2-12.7 points below the national average for the airline, and points out that’s a serious issue, especially with the significant presence of “high-profile customers, business travelers, and social media influencers.”
The airline claims that the route is at a higher risk for delays compared to much of the domestic network, but says that many of those delays are not driven by pilot performance or decision making, but instead, are due to decisions outside of their control.
So Delta is asking pilots to do a better job of keeping passengers updated during delays, pointing out communication makes a big difference in terms of the NPS.
Here’s the content of the memo, for those who are curious:
Team, We’d like to take a moment to talk about JFK–LAX and LAX-JFK – two of the most important markets we serve and routes that consistently carry high expectations – from our customers, from Delta and from all of us who operate it. Together, JFK–LAX–JFK represents one of the top revenue markets in Delta’s system and stands as the largest domestic market in the U.S. by seat capacity.
In addition, this route carries a high level of visibility, with a significant presence of high-profile customers, business travelers, and social media influencers. Customer experiences on these flights are often shared widely and in real time, further amplifying the impact of every interaction.
Recent data show that this route operates at a higher risk for delays compared to much of the domestic network. Just as important to note: many of these delays are not driven by pilot performance or flight deck decision making – they’re largely due to factors outside your direct control.
Even so, the impact is real. Customer experience on JFK–LAX currently runs 9.2 points below the mainline domestic NPS (Net Promoter Score – the way we and other airlines gauge customer satisfaction) average, while LAX-JFK currently runs 12.7 points below. Because these are premium, high revenue markets, those gaps matter – to our customers and to Delta.
The best way our pilots can help is simple: Remain focused, as you always are, on Delta’s Impactful Behaviors – Greet Me, Recognize Me, Be Kind to Me and Inform Me – to ensure every customer interaction is kind, attentive, appreciative, and informative. In particular, it’s proven that our NPS scores improve significantly during a service disruption or delay when our pilots provide timely updates and engage positively with our customers.
What’s really driving customer dissatisfaction in this market?
A net promoter score that’s an average of over 10 points lower than the national domestic average is pretty meaningful, especially given the volume of customers who take this route. For that matter, you’d think that a premium transcontinental route would be more likely to have a high NPS, since airlines tend to deliver a bit more on these routes.
So is this really primarily about operational reliability? At least compared to the past (where Delta marketed itself as the “on-time machine”), Delta has struggled with reliability in recent years, especially when recovering from weather events, thanks in no small part to issues with its pilot software.
But the airline suggests this is largely due to delays that don’t involve staffing. So is the issue that Delta’s Boeing 767s are so old and unreliable that they just frequently have maintenance issues? Or what?
One wonders if passenger experience could also be factoring into this:
- The 767 is a mixed bag; in economy it’s actually quite nice, with the 2-3-2 layout, while in business class it really doesn’t impress
- I wonder if some people just don’t like the plane because the overhead bins aren’t big (so more people have to gate check bags), if this has to do with Wi-Fi performance, if they just sense the plane isn’t modern
- While Delta One passengers do get access to the excellent Delta One Lounge in both New York and Los Angeles, the onboard product oddly isn’t that great, with food and drinks that don’t follow the standard Delta One offerings, despite the branding
Anyway, I’m not sure what’s driving this, and to what extent it’s a combination of many factors. Either way, you really don’t want your NPS to be so far below average on the single most important domestic route.
Bottom line
Delta seems to really be struggling with its net promoter score between New York and Los Angeles, and it’s an average of 9.2-12.7 points below the national average for the carrier’s domestic flights. The airline thinks this largely comes down to operational reliability, which is why it’s asking pilots to (in particular) make frequent announcements on this route when issues arise, to keep passengers informed.
However, I have to imagine there’s more to this issue than just operational reliability. After all, if operational issues are causing that big of an NPS drop in a single market, then the airline has some serious issues with reliability.
What do you make of Delta’s “premium” NPS woes?
I think DL past reputation can no longer cover for reality. UA and AA have both improved their products. AA XLR (love or hate them) do have a much more modern and premium experience plus AA food is better than both UA and DL hands down. DL now isn't the DL of the past and people are starting to see this. With UA a stronger international competitor and AA focusing on premium, DL can no...
I think DL past reputation can no longer cover for reality. UA and AA have both improved their products. AA XLR (love or hate them) do have a much more modern and premium experience plus AA food is better than both UA and DL hands down. DL now isn't the DL of the past and people are starting to see this. With UA a stronger international competitor and AA focusing on premium, DL can no longer rest on it's past reputation, but seems like they continue to do that. Just adding more premium seats isn't enough, that old fleet has caught up with them and the loss of $ in SEA and BOS and failed South American partnership (let's fact is AA owns that region from the US) they continue to be cheap and will need to spend some of those profits soon or fall back further.
B6 manifests a much stronger hard and soft product. Ground experience is so-so but I would much prefer a superior in-flight experience. I’ve switched all my transcon travel to B6 mint. (The economy experience is also better imo)
Does Delta have plans to replace the ancient 767s on JFK-LAX route in the near term? What equipment will DL use to eventually replace them?
Just spitballing here. Put the 339s on JFK-LAX, put the 76s on the current 339 routes, and do the international D1 service on the transcons. Problem solved. If it's important, fix it.
Now cue all the people explaining why this is impossible.
Yes, the planes are the issue. It's especially jarring to now go from such a lovely lounge experience to such a terrible hard product.
There is speculation in the posts below about what Walter Mitty Dunn, might post on this Delta Airlines article. As he has failed to raise to the various challenges facing his credibility, one can only wonder what is occurring inside that tiny brain cell of his …. I know …. “Not a lot”, is likely to be the resounding response …. :-)
Delta social media should pay him not to post.
I assume Queen sTD is just on a Delta flight ATL> Asia -- aka. has no wifi and won't for 12-14 hours.
this post has been up for four hours and he's not here yet. weird...
If the route was so important to Delta maybe make actual investments, such as not flying aircraft with far-too-old cabins and maintenance issues and bring back the pre-covid economy light meals that AA has kept. If this is real it’s ambitious for DL to think pilot communications will help
As noted by you and many of the commentators. The problem is the Equipment !!! The 767 seats are too narrow in D1. The product is really inconsistent as well, ranging from close to 20 year old seats to brand new.
One point against this being real, "Recent data show..." is British grammar, not American.
No it’s not. Brits would use “shows”
Reading between the lines that the message was written to Pilots (who can manage reliability partially, safety, and communication around delays), the message talks about delays at JFK not always being in their control, and no mention of in-cabin soft/hard product service, what's 'driving this' - according to management - IS reliability.
If it were a soft/hard product or service issue, then wouldn't that message go to FAs?
Regardless, DL has always stood...
Reading between the lines that the message was written to Pilots (who can manage reliability partially, safety, and communication around delays), the message talks about delays at JFK not always being in their control, and no mention of in-cabin soft/hard product service, what's 'driving this' - according to management - IS reliability.
If it were a soft/hard product or service issue, then wouldn't that message go to FAs?
Regardless, DL has always stood for 'Down Low' to me, so nothing's really changed. When any company is focused on "high-profile customers, business travelers, and social media influencers", you've instantly alienated a huge segment of your customer base telling them "we don't care about you." This hyper-focused mentality on monetization as the driving force of success of any company is a corollary to the reason an orange incontinent is crafting a cage on the south lawn.
You're not wrong. This is a byproduct of a company that decided it wanted to be a lifestyle brand more than anything else.
Just another example of "we broke it, you fix it" from what was once a great airline.
What does Tim Dunn say ?
does anyone actually care?
When the troll decides to stay in his cave, let him stay.
Pay the high fares and then get substandard performance .
JonNYC strikes again!
I've never experienced a delay on this route in the last 18 months (I've been on five or so segments in D1 in this time), however the service itself is lackluster. It's like night and day between the lounge, which I never want to leave, and the plane itself, where the FAs always seem to be angry. They have never taken my coat. Drinks are placed on the side of the seat...
JonNYC strikes again!
I've never experienced a delay on this route in the last 18 months (I've been on five or so segments in D1 in this time), however the service itself is lackluster. It's like night and day between the lounge, which I never want to leave, and the plane itself, where the FAs always seem to be angry. They have never taken my coat. Drinks are placed on the side of the seat with no words spoken. Layer the crap hard product onto this, and the experience is extremely underwhelming, especially for the premium they charge for the D1 "service" on this route.
"the FAs always seem to be angry" . So , give them a smile .
Why do they put their oldest plane on their most important route
I expect their timeline for fast satellite-based internet just took a hit last night with Blue Origin’s unexpected rapid oxidation event.
Standards have slipped since COVID on most carriers. Airlines can be complacent with the huge increase in premium flyers suffering FOMO and endless vloggers, bloggers and “influencers” filling planes and people willing to pay insane sums for pale, dull product and service. From personal experience, it also matters from which base the crew hails. Don’t wish to paint everyone with the same brush, but generally ATL, MSP, SEA, LAX folks are first class, DTW and...
Standards have slipped since COVID on most carriers. Airlines can be complacent with the huge increase in premium flyers suffering FOMO and endless vloggers, bloggers and “influencers” filling planes and people willing to pay insane sums for pale, dull product and service. From personal experience, it also matters from which base the crew hails. Don’t wish to paint everyone with the same brush, but generally ATL, MSP, SEA, LAX folks are first class, DTW and JFK not so much.
Delta’s product is not that great for what they charge. They are often late, with old planes, crappy service while charging a premium fare.
You used to be able to fly Alaska on this route in first class for about 1/2 or 1/3 of the cost of Delta. The plane might not have been as wide but you got a lot more for the price.
I completely agree, but what was a better experience over the past 12 months? AA also gave Flagship lounge access (but obviously those lounges are significantly worse than D1) and has just as old planes with pathetic F&B, only having just rolled out newer planes with seats that are apparently bad coffins. UA has just as old 757s, with the occasional 787 which is a truly good product but only gave regular club lounge access....
I completely agree, but what was a better experience over the past 12 months? AA also gave Flagship lounge access (but obviously those lounges are significantly worse than D1) and has just as old planes with pathetic F&B, only having just rolled out newer planes with seats that are apparently bad coffins. UA has just as old 757s, with the occasional 787 which is a truly good product but only gave regular club lounge access. JetBlue Mint is fantastic but no lounges, unreliable, and less frequencies. And that's the last of the lie-flats on the route.
So I guess it just depends on whether you preferred a stellar airport & poor in-flight experience, or an okay airport & better in-flight experience. UA will soon be the best all-in experience with Polaris access and a 787 transcon.
AS F product on transcon routes is basically equivalent to PE on the widebodies. From that standpoint, the prices are roughly the same.
Unfortunately, the sad truth on Delta is that they have allowed their flight attendants to become complacent, uncaring, and downright lazy. Their lack of professionalism, friendliness, and genuine attention to detail has made this a second class airline. I say this as someone who typically flies first class domestically in the U.S. and business class internationally. I have over 2.5 million lifetime flight miles with Delta and was previously one of their biggest champions. The...
Unfortunately, the sad truth on Delta is that they have allowed their flight attendants to become complacent, uncaring, and downright lazy. Their lack of professionalism, friendliness, and genuine attention to detail has made this a second class airline. I say this as someone who typically flies first class domestically in the U.S. and business class internationally. I have over 2.5 million lifetime flight miles with Delta and was previously one of their biggest champions. The constant slide in customer service began before COVID, but was never corrected after that. Delta seems to have focused on becoming a bank or financial institution and not on maintaining their strong relationships with their loyal customers.
Well said, @TerryATL. I'm nearing 1M miles with Delta but switching to United for the reasons you mentioned. I also fly premium cabin exclusively, and while my United experience has been average and similar to post-Covid Delta so far, their fares are generally lower than Delta's.
Agreed @TerryATL. I am also a 2MM who has become disillusioned with DL.
Their operational performance has tanked. Standard SkyClubs resemble the Port Authority bus terminal. Junior FAs who want to do nothing and then run to the rally and cry every time someone hurts their feelings. Lousy (albeit) free wifi. Inconsistent hard product that is way long in the tooth.
This is not the DL of the 2000's and 2010's. I no longer...
Agreed @TerryATL. I am also a 2MM who has become disillusioned with DL.
Their operational performance has tanked. Standard SkyClubs resemble the Port Authority bus terminal. Junior FAs who want to do nothing and then run to the rally and cry every time someone hurts their feelings. Lousy (albeit) free wifi. Inconsistent hard product that is way long in the tooth.
This is not the DL of the 2000's and 2010's. I no longer go out of my way to fly them and, at times like this summer with their horrible operational issues, actively avoid flying them.
lets guess his reponse i'll go first:
"nice to see Im mentioned before I even arrive" "yOu dO rEaLiZe" "mention of UA baggage handling" "mention of AA profitability" "ad hominem attack" "strawman argument" "logical fallacy" "CASM/RASM"
It’s like a game of Bingo..,
I know some folks get bent out of shape if they don't get their welcome bellini within eight seconds of arrival at their throne, but I think the number one issue is reliability - will the flight arrive on time. DL, having once been the champion of timeliness, has absolutely lost that edge (as this notes), and no plushness of seat or unlimited drinks will make up for unexplained delays. Despite the "dated product," DL...
I know some folks get bent out of shape if they don't get their welcome bellini within eight seconds of arrival at their throne, but I think the number one issue is reliability - will the flight arrive on time. DL, having once been the champion of timeliness, has absolutely lost that edge (as this notes), and no plushness of seat or unlimited drinks will make up for unexplained delays. Despite the "dated product," DL is the only carrier that ops exclusively widebodies on the route.
Makes sense. Delta flies terrible outdated aircraft on these routes. Old, tired 767s with the old Delta One cabin just repadded. The only nice plane they have on the route is the 767-400's they actually bothered to retrofit with real Delta One suites, minus the doors. And the single A330neo frequency they run.
United is no exception to this either as they run the old, repadded 757 cabin in "Polaris" (the old Diamond seats) which...
Makes sense. Delta flies terrible outdated aircraft on these routes. Old, tired 767s with the old Delta One cabin just repadded. The only nice plane they have on the route is the 767-400's they actually bothered to retrofit with real Delta One suites, minus the doors. And the single A330neo frequency they run.
United is no exception to this either as they run the old, repadded 757 cabin in "Polaris" (the old Diamond seats) which is not great either. But at least United runs multiple flagship 787-9's and 787-10's a day between EWR - LAX with full Polaris pods.
Economy class on both is great and especially with some United aircraft having Bluetooth equipped throughout the entire cabin.
Delta should just tell people as they board that United has the worst baggage handling rates in the industry.
JFK-LAX is in the top 3 busiest and most lucrative US domestic routes. Delta flies mostly the 767-300ER on this route, with the occasional A330 thrown in, and some 767-400ERs. The premium cabin experience (Delta One) on the 763/764 are subpar, particularly on the 763, which is a very dated product, narrow seats, and definitely not premium or worth the hype or upsell. The 764 Delta One seat is narrow and while a bit more...
JFK-LAX is in the top 3 busiest and most lucrative US domestic routes. Delta flies mostly the 767-300ER on this route, with the occasional A330 thrown in, and some 767-400ERs. The premium cabin experience (Delta One) on the 763/764 are subpar, particularly on the 763, which is a very dated product, narrow seats, and definitely not premium or worth the hype or upsell. The 764 Delta One seat is narrow and while a bit more modern, a work around to account for the fuselage. The 763/764 fleets are older too and prone to maintenance issues. You will also find a dated product on the occasional A330 flying JFK-LAX but for the A339. Premium Economy (Delta Comfort+) is actually a better experience than Delta One on these planes. Delta Economy is the winner. There's the problem.
Old mate TD is typing furiously away as I type this.