Make Sure the Product Works Before You Advertise!

The non-seamlessness of global airline alliances offers a useful object lesson for leaders of institutions in the any sector contemplating partnerships with other organizations. On the surface, the major players in each of the three global aviation alliances (oneworld, Sky Team and Star Alliance) advertise a substantial degree of seamlessness and integration.Yet, in practice, such seamlessness has limits that become painfully apparent when the customer has a problem. Then, the conversation too quickly becomes one of blame; e.g., "Well, that's not our problem and we can't help you. You will have to call their customer service line instead."The take-away: don't advertise anything close to seamlessness until you (and your people) are really ready to deliver. It just makes you look bad otherwise.