Self Serve Airways


Picture this: you’re at the airport check-in desk about to board a plane to your favourite destination and you’re presented with an option; would you like to be checked in by the assistant (who appears to be very helpful, approachable and friendly) or with their new ‘self service’ check-in desk which will mean £20 less on your flight cost?

OK, whichever option you’ve chosen you’re now on board the ‘big bird’ and have taken your seat. It’s a lovely aircraft with all the mod-cons including your own television screen in the back of the facing headrest, it has several entertainment channels on demand, a library of music and movies, several radio channels and your own set of headphones. However, if you want to benefit from these you’ll have to bump up your flights costs by an extra £12. You suddenly remember you’ve packed that book you had for your birthday into your hand luggage – so what do you do? Pay £12 for the airplanes entertainment or will you stick your nose into a good story for the next couple of hours?

It’s about one hour into the flight and the food trolley makes its way up the aisle. You’ve not long eaten as you were up early and made yourself some sandwiches to snack on whilst you awaited your boarding call. So, not being particularly hungry are you still going to eat for the sake of it or would you rather have had the option to exclude meals from your travel costs saving yourself a further £20?

After the food, the trolley re-appears but this time loaded up with empty bin liners. For those that took the option of food they are asked to gather their used plastic cutlery, plastic wrappers and empty juice cartons and place them into the refuse sacks. It’s a great idea from the airline to reduce ‘standing time’ on the airports holding bays and instead maximise their air-miles with paying passengers to increase revenue.

These are some great examples of win-win scenarios for both passenger and airline.

But then the most unusual announcement comes from the cabin crew, one of them asks if any of the passengers would like to take control of the flight for the remainder of the journey! You’d have total responsibility of the flight deck and its electronic control panel. It’s pretty much self-functional but any risk of heavy turbulence would mean you taking the reigns, self-serving the flight path and ensuring a safe and steady landing for you, the people around you and the expensive piece of kit you’ve been given the responsibility of looking after! There’s no talk of money as yet but I’m guessing most of you have already come to the conclusion that this is a crazy idea and would rather leave this to the experts, right?

Now, let’s take time out from for a quick reality check. As far as I know this kind of airline doesn’t exist (thankfully) but there are a series of similarities we can compare to Tenant Cashback. It’s great to be given the opportunity to do more for yourself, to do things your own way, within your comfort zone and through choice. As long as nobody comes to harm, there is minimal risk and there’s the bonus of an associated saving for all involved – what can be the harm in trying?

Here at Bromford our aim is to help people to be the very best that they can be and one of the ways we’re tying to deliver this is through our vision of self-reliance. This is exactly what we’re trying to achieve with our Home Rewards Club scheme. For those customers who have the ability and desire to, we want them to be in a position where they are able to do more for themselves. We want to build and boost their confidence and we want to develop their skills and employment opportunities by linking them with Connect. We want to change lives!

We’re just past the half-way point of our 12 month pilot and as we approach the final stretch I can honestly say there’s some learning for us all. Our initial analysis of the scheme was published in May and already we can say that the scheme has presented us with a whole host of opportunities and new ways of thinking.

So, if you work within an organisation who is thinking of taking on Tenant Cashback, think about a few everyday scenarios where you pay, or could pay, for things you don’t need. Are these things you can do yourself or could do without? If the risk is minimal and you are able, why wouldn’t you want to be given a choice to self-serve and reap a financial incentive? Our customers are no different.


Interested in knowing more? Please feel free to get in touch.


4 thoughts on “Self Serve Airways

  1. Andy great comments here and a really Powerful example of the way home rewards will change lives for some of our customers!!


    • Thanks Sarah, that’s the plan. Here’s hoping we can make this available to more of our customers from next year too!


  2. great analogy Andy, should get other RSL’s really thinking about how they can give control and independance back to those customers that want it


    • Many thanks Sue. It’s incredible the impact this blog has had, how it’s made people think, simply by translating the message of tenant cashback into a situation people can relate to.


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