????為了順利地對這些服務進行收費，航空公司將不得不檢測客戶真正的需求。普華永道美國交通物流咨詢主管喬納森?克萊佐爾稱：“很多航空公司已經獲得了必要的信息，不過，他們還沒有開始在組織內部共享、使用這些信息。”他說：“航空公司都是在開展忠誠度項目之后才開始跟蹤老客戶的。”航空公司現在已經開始運用這些數據，不過具體使用情況差強人意。

????航空公司可以借助在線銷售、辦理登機手續以及登機口這幾次機會向客戶推銷一些服務，比如更大的腿部空間。有些特定類型的乘客會愿意購買額外服務。克萊佐爾稱：“但如果他們已經拒絕過一百次，就算再多推銷兩次，他們同樣還是不會改變主意的。”如果只憑借廣告轟炸，而不是對他們的個人偏好進行追蹤，會讓乘客覺得航空公司斤斤計較。

????航空公司還可以關注單個客戶采用的旅行方式。克萊佐爾表示，人們在商務旅行和全家休閑旅行時的表現是不同的。如果他們是商務旅行，他們通常更可能選擇更為舒適的機艙體驗。

????根據普華永道的報告，很多客戶實際上更喜歡捆綁式服務。報告稱，65%的休閑旅行者更喜歡全套機票，而不是把各項服務分拆。克萊佐爾說，現在再把各項服務重新捆綁起來提供全套票價，背后的技術性難度之高令人卻步。但誰能說得準呢？如果航空公司開始運用手中掌握的客戶數據，考慮乘客的真正需求，我們在航空旅行時或許就不會像現在這么不滿了。

????譯者：李玫曉/汪皓

????To successfully charge for these services, airlines will have to monitor what their customers want. "A lot of these airlines already capture necessary information, they're just not sharing it and using it across the organization," says Jonathan Kletzel, U.S. transportation and logistics advisory leader at PwC. "It wasn't until loyalty programs that they started tracking repeat customers." Airlines are using that data, but not well.

????Airlines have several opportunities to sell services like added legroom to a customer -- online, at check-in, at the gate. Certain types of fliers want to pay for extra services. "But if they've declined a hundred times, they're probably not going to change their minds on the 102nd when you try to sell these things," says Kletzel. Spamming customers without tracking individual preferences can make customers feel nickel-and-dimed.

????Airlines could also pay attention to the type of trips individual customers take. People behave differently on business trips then they do with their families, Kletzel says. They are generally more likely to spring for a more comfortable coach experience when they're flying for work.

????Many customers actually prefer services to be bundled, according to a PwC report, which claims that 65% of leisure travelers prefer all-inclusive airfare over scattershot options. At this point, the technical challenges behind re-bundling ticket prices are pretty daunting, Kletzel says. But who knows. If airlines start to use some of the data they already have about what people actually want, we might be less ticked about getting where we need to go.