by Penny Levin, Ph.D.

As both a psychologist and a CFI, I can assure you that as my two worlds intersect more and more often, I have learned that there is much we can and should learn from one another. According to the latest Nall Report, pilot error continues to account for approximately 70% of all aircraft accidents. One study has even shown that the accident rate among private pilots has risen 20% since 2000. This has occurred despite more reliable aircraft and an increase in the use of in-flight advanced technologies and avionics.

The FAA now mandates CRM and Fatigue training for many commercial operations, and the Private Practical Test Standards (PTS) includes Aeronautical Decision Making (ADM), Risk management, Checklist Usage and Single Pilot Resource management as special emphasis areas. Despite these changes, CFI's are rarely taught how to explicitly address these issues, and FAA Designated Pilot Examiners often are not clear on a systematic way to evaluate them.

In addition to overall safety concerns, flight schools must deal with the issue of student retention. According to a June 2011 study by the Society of Aviation and Flight Educators (SAFE) and an October 2010 study by AOPA, about 60% of those who obtain student pilot certificates fail to complete their training. We do not know how many students quit even before their student certificates are earned, but the AOPA study places the overall dropout rate at 70% - 80%. If our instructors were more proficient in understanding how to maintain student motivation and recognized the issues that result in so many failing to complete their private pilot certificates, our industry might be more successful at maintaining its student base. In another field, athletes have learned the importance of "mental skills training," and the Sport Psychologist has become an important member of most college, Olympic and professional teams. Have you ever heard of an "aviation psychologist?" Sports trainers have recognized that the difference between winning and losing among exceptional performers is largely "between their ears." I believe that the same is true in aviation-- the difference between safe and unsafe flight is largely "between the pilot's ears." In sports, the inclusion of mental skills training does not replace drilling and fitness, but often is the difference between mediocre and championship performances. If we look at areas such as CRM and ADM, it really is all "psychological skills training" in disguise. While elite athletes embrace the importance of this training to achieve peak performance, pilots often do not. My take on this? If it is good enough for Lebron, it is good enough for us.

As flight schools, we are asking our instructors to teach a complex skill set involving both precise hand-eye coordination and impeccable decision making, with limited training or supervision in the best ways to accomplish that task. The syllabus outlines flight related tasks, but not a thought process that results in always landing with enough fuel in the tanks to have diverted to another airport in case of an emergency. The FAA gives us a set of formulas (e.g. the DECIDE model) and we pass this along to students assuming that the deed is done. If that were actually the case, though, the percentage of accidents related to pilot error would not remain pegged at more than 70% year after year.

According to an AOPA (2010) study, even lapsed students report a favorable view of flying. Student pilots were found to value both being treated well by flight schools and becoming part of an "achievement-oriented aviation community," Both professionalism and issues related to the quality of instruction were found to be ongoing concerns. In particular, they noted that schools need to both train and support instructors, and use standardized syllabi. The student-instructor match, an area we often don't worry much about, was also found to impact student satisfaction with the flight training experience. Unlike costs and scheduling delays, these issues are clearly under our control.

Most students learn to fly for "recreational" reasons, and students often come to the school through personal referrals. Maintaining contact with our referral base on an ongoing basis is a good way to help former and present students remain part of the larger aviation community. Including school wide participation in events such as fly-ins, hosting safety seminars, and offering recurrent training are ways that this might be accomplished. If our schools are vibrant hubs of activity, we will help pilots keep flying long after training is completed, and they will remain customers of our schools and FBOs.

When providing instruction, a standardized syllabus that is followed consistently will both ensure uniform instruction and allow students to develop good habits that will stay with them through a lifetime of flying. Understanding the psychology behind why students learn, what makes them want to learn, and what makes them learn most effectively will help instructors train pilots who will be safer throughout their entire flight careers

It should go without saying, but many times we forget, that students value positive feedback and knowing that their instructor cares about them and their progress. The student-instructor relationship is a powerful tool that is typically ignored in training CFIs. We count on our instructors to "just do it," but don't necessarily follow up to make sure they understand exactly what "it" is. The addition of training in communication skills will help instructors offer more appropriate positive feedback, and improve both safety and student retention; benefits any business should recognize. While learning to "fly the plane" is the central task in flight training, incorporating psychological skills training for instructors to leverage will help us provide a more positive learning experience, help more students to earn their tickets, and reduce the incidence of pilot error.

Since I am a psychologist, it will be easy for you to assume I am biased and that all this psychology mumbo jumbo is something that is unrelated to aviation training. But I would challenge you to take more time to see what the sports community has, that understanding the psychology behind training can enhance performance. Enhancing performance in aviation will make us safer and keep a few more pilots training. And isn't even just one more safe pilot or one more person that finishes learning to fly a win for us all?

 

In 1999, the first Discover Aviation Camp hosted 17 campers. The only thing missing during that first camp was experiencing an actual flight. By 2003 the camp had arranged the proper insurance and safe guards to allow Girl Scouts to fly and since that year, over
150 Girl Scouts have experienced a flight lesson.
 

"The Ninety-Nines are very pleased with the growing success of Discover Aviation Camp and the Girls Can Fly program," said NBAA Representative and camp coordinator Stacy Howard. "Our aim is to provide a high quality,
hands-on introduction to aviation and the flying experience. In this way we build a future for our industry and inspiration for the Girl Scouts who come here."

 

Sponsors who have made donations to the Girl Scout

Council in support of Aviation Camp include Flights For Life, volunteer pilots transport precious blood supplies between rural communities and the Phoenix area; U S Airways
(now American Airlines); Deer Valley Pilots Association; Phoenix Sky Harbor Coalition; Wolf Aviation Fund; and
the Arizona Sundance Chapter of The Ninety-Nines.
 

In recent years, Discover Aviation established a relationship

Aviation established a relationship with Guidance Aviation,
a world-class helicopter flight training facility at the Prescott

Airport (KPRC). On June 18, 2014, Girl Scouts received VIP access to Guidance Aviation's training facilities as well as its associated campus of Yavapai Community College. Campers enjoyed experiencing what it is like to sit in and touch the controls of Robinson R22's, R44's, and R66 helicopters; take a part in helicopter ground school; and experience hands-on training in the NEXTGEN helicopter flight simulators by X-Copter at Guidance Aviation of Prescott, Arizona.
 

"We couldn't do this without the help of Prescott Municipal Airport, the aviation businesses in Prescott, and, of course,
the Girl Scouts Council, which subsidizes most of the costs of
the camp and provides scholarships for some of the campers,"
said Stacy Howard. 

 

[Source: NBAA, Arizona Camp Engages Young Girls in Considering
Aviation Careers June 14, 2013

 

For more information on the camps, contact Stacy Howard at showard@nbaa.org

by Natasha D. Smith, Senior Editor

Copyright Direct Marketing News; reprinted with permission

 

Many FSANA members utilize digital media in their promotional efforts, but we always want to know what methods are most effective. Natasha D. Smith, from Direct Marketing News, pulled together a few key points that might be of interest.

 

"Blogs are 63% more likely to influence purchase decisions than magazines. (Optimind Technology)"

 

If your flight school doesn't have a blog, it is time to start one. Keeping an active blog about flight training, airport activities, or aviation news keeps your website fresh and shows potential customers that you are vibrant and striving. Post something weekly if not more frequently to keep the web search engines finding you and to keep customers knowing that you are active.

 

"Emails with no subject line were opened 8% more than those with a subject line. The reason: An email without a subject line shows more email preview text. (Signals)"

 

Many flight training providers send emails to their customers to promote activities, services, or new products. While you may not want to do this all the time, the curiosity factor for customers of an email with no subject line seems to be more compelling for customers to open than one that has a descriptive subject line.

 

"Forty-seven percent of Americans say Facebook is the number one influencer of 

their purchases. (Social Media Today)"

 

If you don't use social media to promote your training operations, you should. Building a page for the business is an important part of modern marketing. Not only is it a page that web searches can find, but it is something your current customer can share with family and friends. Word of mouth is a strong motivator in getting new customers and this can be accomplished digitally.

 

"Americans spend 4X more time on mobile devices compared to newspapers 

and magazines. (Percolate)"

 

If you think customers are primarily going to find you on a computer at home using a traditional web search, you are probably wrong. An overwhelming majority of web traffic is now being conducted on mobile devices. Utilize mediums that allow potential customers to find you on mobile devices.

 

"Using videos on landing pages can increase conversions by 86%. 

(Optimind Technology)"

 

When you are putting together a digital presence, use videos. Videos keep customers on pages longer (the time it takes to watch a video) and the longer they stay on a page about your company, the more likely it is that they will take the time to engage.

 

"Seventy-seven percent of buyers are more likely to buy from a company if its 

 

Don't just rely on your flight instructors to be your social media presence. Customers like to feel connected with "the boss." Get engaged to help keep your customers coming back for more!

 

"The average buyer consults 11 consumer reviews on their path to purchase. (Optimind)"

 

Make sure you know what people are saying about you and your business. Take the time to review posts on social media, Google search your own business in the news, and check customer feedback sites like Yelp. Control your message. Respond appropriately to customers with concerns. At a minimum, know what is being said.

 

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