What is WACRA
WACRA is a world-wide organization of air transport professionals dedicated to: Promoting and encouraging a free exchange of ideas and methods to provide a consistently high level of customer service; Providing a forum for the mutual exchange of such ideas and the means for successful related cooperation among air transport enterprises; and Cooperating with and providing liaison to the Air Transport Association (ATA) and the International Air Transport Association (IATA).
No airline can afford to ignore problems or concerns reported by their customers. Consumer studies have shown that a customer who has had an unpleasant experience with a business will tell nine or ten other people, and about 20% will tell more than 20 other people! It is likely that 90% of unhappy customers do not complain directly to the offending company, but will freely speak of their dissatisfaction to anyone who will listen.
Complaints and claims present an airline with opportunities to redeem mishaps or inadequacies, regain confidence, and reinforce customer loyalty. No company is perfect, so mistakes will sometimes occur. Customers know that. But when customer's problems are resolved quickly, courteously, and thoroughly, they will be more convinced than ever of the company's interest, and will be inclined to give their continued patronage. Everybody wins!
The work of Customer Relations, Consumer Affairs, and Baggage Service can fulfill that mission. To that end, it is vital that airline professionals are aware of current resources, ideas, issues, trends, policies, and laws which can directly affect the quality of customer interaction and settlement decisions.
WACRA members created the formula for interline baggage claim settlements which was eventually adopted as the basis for IATA and ATA resolutions.
WACRA members developed consumer educational materials which served as models for individual airline pamphlets.