Airlines provide a simple service. They transport us from one destination to another. There is very little that differentiates them in this respect. What informs my choice about the airline I fly with? It might be cost, travel times, aircraft type etc.
In reality, my choice is informed by only two factors, cost vs convenience.
In our business, we realise this intuitively. Frequently we compete on price. It is easier.
When we compete on convenience our customers will hold us accountable. We will have to be on top of our game all the time. It is a public declaration of intent that compels excellence.
KLM does this. They go the extra mile as standard practice.
You can too. Or you can hide behind cost savings as your excuse for poor service.