Seamless customer experience: CX can make or break a brand
A seamless customer experience is a priority for brands today, with 84% of companies that improve their CX seeing increased revenue.
Let’s face it, if you’re a seasoned traveler (or even an infrequent one), airline travel isn’t something you look forward to. Do a quick search on your social networks and look for connections raving about how much they love the process. I’m guessing you’re much more likely to find airline customer-service sob stories.
Most airlines have yet to make the jump to social to connect with travelers and personalize their journey for them. At the same time, passengers are incredibly quick to go online and let airlines know when they’re unhappy.
After all, customer interaction is one of the top three factors passengers take into account when choosing an airline.
As fares continue to rise and the perception of customer service and convenience is rated at an all-time low, a perfect storm of bottomline instability has been brewing in the industry for years. Rather than remaining loyal to a favorite airline, customers search out the best deals via the web and book their flights accordingly.
What does it take to keep a customer in this age of competitive pricing and the ability to book with any airline at any time, day or night?
Airline customer service: Personalization + service = brand loyalty
While flying from Detroit to California with my daughters in 2013, it was the first time my youngest had traveled by air. Her excitement about the journey was palpable.
I didn’t have an allegiance to any airline and was dreading traveling over the Thanksgiving holiday. The night before we left, I peeked in at her as she slept. She clutched a note to her beloved fairies, letting them know we were going on vacation, but that we’d be back. Inspiration struck and I wrote a note to the person who’d be at the airline desk when we arrived in the morning.
At our gate, I approached the counter, letter in hand, apologizing for the request during such a busy time, saying if they couldn’t assist, I completely understood, then handed it to the woman at the American Airlines desk.
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In the note, I explained it was her first time flying, that she believed her fairies granted us the vacation, and that she couldn’t wait to go. I asked if it was possible for a crew member to visit her and let her know that a fairy had been spotted nearby.
It was a long-shot, but as a parent, you realize that you have a very limited window to create magic for your child, so when those chances arrive, it’s sort of a matter of throwing yourself into the opportunity.Once boarding began, that opportunity seemed to evaporate. The flight was full, running late, and many passengers had a connection to make in Chicago. The captain announced several times that we were a little behind as travelers began to flag the crew down, asking about gate locations and how quickly they could reach them.
Then, a glimmer of hope: A message from the captain hinted that we’d picked up speed, as though there were some sort of magic assisting, and that we’d arrive in Chicago close to the wire, but on time. My daughter looked at me and whispered, “The fairies!” There are moments I recall when I need to remember that there’s good in the world. Her face in that instant is one of them.
With about 15 minutes remaining before landing, again we heard from the captain, who conveyed the following, “I do want to make a special announcement. As you can tell earlier today, we had a little magic working in our favor. That magic was actually a message that came across that said some fairies are helping to guide us along our way. More specifically, the message was to a young passenger on board today…”
He told the passengers where my child was sitting and when she peeked her head up, people started clapping and giving her thumbs-up signs. There were smiles all around (and, I confess, some tears from me). When we went to depart, a stewardess handed her a note that’s now framed: 
Do you remember the last time anyone or anything—let alone an airline—made you feel that all was good with the world? What price point would you be willing to pay for an experience like that? And what would it take for you to abandon a brand that went so far above and beyond for you?
These are all important questions for brands today – no matter the sector or industry – and customer service plays a huge role.
How to personalize digital experience and shine a light on customers
Want to deliver a personalized digital experience that sets you apart from the competition? In order to stand out, you've got to put your customers in the spotlight.
It doesn’t take magic to stand out from the competition
While every experience cannot be personalized like ours, they can be tailored to acknowledge people as individuals. A collection of social handles and then customized messaging to customers would be an easy way to let passengers know they are seen beyond a price point.
Imagine American Airlines sending me or my daughter a tweet prior to our next journey, saying something like, “Looking forward to seeing you soon. Are you bringing the magic fairies along?” Adding digital to the in-person experience my family had would be an extremely powerful combination, one that would encourage any traveler to remain with that brand.
It wasn’t magic that made me loyal to American Airlines, it was personalization, customer service, and incredible people—no fairies or pixie dust needed.
