“Give the customer what she wants.” The familiar quote, usually attributed to 19th-century retail magnate Marshall Field, should be a no-brainer for anyone who wants to succeed in business.

That and its sister phrase, “The customer is always right,” are rooted in a principle of basic fairness. Treat customers with dignity, give them a fair deal, and you’ll have a fan for life. Twenty-first century airlines would do well to aspire to these simple ideals.

In an industry where upcharging and nitpicking and surly attitudes have become the norm, Virgin America stands out as one carrier that’s doing a good job following Field’s philosophy. 

I flew Virgin America (BOS-SFO-BOS) for the first time a couple of weeks ago. The carrier operates out of a single gate in Boston. It’s not fancy, and it can get crowded. Still, gate agents were polite, even friendly. The two young women patiently answered passenger questions while juggling standby and upgrade lists. As a VA newbie with no status, I was among the last to board. Passengers were patient. No one tried to jump line. Clearly, the gate agents’ calm demeanor set the tone for the morning.

Once on board, I was delighted to discover the individual seatback entertainment/shopping/ordering display. While on-demand dining has become de rigeur in the premium-class cabins of many airlines, it’s an ingenious system in economy. No more beverage-cart clogged aisles — place an order, swipe your card and, voila!, your choice of meal, beverage or snack is personally delivered within minutes, giving passengers a modicum of control over their in-flight experience. 

Give the customer what she wants. So simple yet so overlooked.

— Lisa Matte, editor in chief