Thanks to Air Canada’s reputation for breaking things, I had an eye-opening experience yesterday that made me nostalgic for something more human. The tragic realization that their on-line entertainment system was bust for the full 7 hours initially stirred quite the rage – how can I sit for 7 hours without a movie? Yet, there were some pleasant surprises amongst the clouds that proved otherwise.

It was when we were pulling out of the port, that I realized the stewardesses were standing proudly in the aisles opening and closing buckles in unison, adorning those fashionable yellow life vests and adding a grin here and there to connect with their audience. It felt like a revisit to an old vintage car being showcases on The Price is Right. How great it was to see this human interaction in motion. When was the last time that happened? When, exactly, did the airlines squeeze this great art-form into the 5″ X 9″ screens in front of our noses? Who decided that would replace an actual human?

If you think about it, airlines have a great opportunity to craft real brand experiences. Where retailers have a few seconds in a shopping mall, airlines have a minimum of 30 minutes or even 18 hours depending on the destination. As Virgin and Southwest have realized, your brand is so much more than the physical product you sell. It’s an emotional connection. Or at least the opportunity to create on.

As we continue into a new world of technology, it is increasingly important to take note of how emotional connections are being managed, substituted and lost. You might shave a minute or two off of your process. However, it is crucial to take note, too, of what that action means to the customer experience. I ended up thanking the stewardess for her demonstration as if I had never experienced a flight safety demo before (she must have thought I was one short of a full picnic). The experience made me smile. After that, I actually read a book for most of the flight! Wow!