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If Ryanair is the self-proclaimed Wal-Mart of the skies, can United be the Nordstrom?

The airline has partnered with Valtera, a Chicago-based customer service consulting firm, to help it hire 4,000 workers capable of brightening travelers’ experience on board. Valtera has worked with famously customer-friendly companies such as Starbucks, Ritz-Carlton and Nordstrom. It has helped United design interview questions based on those used by Nordstrom and Ritz-Carlton.

I’m happy to see the airline moving toward a higher-quality inflight experience, to go with their promised upgrades in seats and onboard amenities. It’s a far cry from the race to the bottom of many other carriers. (Northwest, I’m looking at you…)

While they’re at it, if United is looking to add perks, they might also want to consider JetBlue’s latest move: spa amenities inflight for overnight flights, in partnership with Bliss. It’s no onboard massage a la Virgin Atlantic longhaul flights, but it’s a nice touch.

The onboard experience is not the only area that needs sprucing up, though. A more stable website, plus greater consistency at the calling centers, would be big steps forward, too. I’ve heard dozens of complaints about United’s outsourced calling centers, the front line of many customers’ experience. If they can’t get past the phone agents, will they ever enjoy the improved onboard customer service?

tags: travel | air travel | United Airlines | JetBlue