Customer Experience

EXPECT GREATNESS

I’ve been reading the biography of Steve Jobs by Walter Isaacson and it has been an excellent read so far. It has also reminded me of the importance of attention to detail, when it matters.

Jobs is quoted “By expecting them [staff] to do great things, you can get them to do great things.” This quote from Jobs is exactly what I believe and i attribute part of my success to it.

In 2004 when I was recruited into Optus is I was faced with two teams that had a reputation for failure, they constantly paid out cash to clients as a result of failing to meet contracted service levels. Staff regularly resigned, the average length of employment was less than 60 days – in fact the combined group was considered in many ways as the departure lounge.

I am really excited that together I and the teams were able to change things around and in less than 3 months we became the place people wanted to work. As the leader I did the following

1 – set and demonstrated an uncompromising focus on delivering excellence to our customers

2 – clearly defined that I expected 110% from my team and that in return I promised to reward, recognize and develop them

3 – provided a clear vision if what the future looked and felt like

4 – lead with transparency, inclusion and passion

I am sure the history books will write that not everything I did was perfect as a leader, but time and time again when I have applied the above formula I have lead my teams and divisions to deliver excellence.

Your people can and will deliver excellence if you inspire them, engage with them and partner with them in delivery.

FLY VIRGIN AUSTRALIA

In 2000 what was then known as Virgin Blue took to the skies in Australia and brought with it the “perfect storm” to the domestic aviation industry.

Virgin Blue was fresh, young, hip and offered air travel at rates the every day Australian’s could afford. Virgin Blue was not competing head-on with Qantas in terms of product offering but rather offered a different travel experience.

It must have worked because in 2004 the largest airline in Australia, Qantas, launched it’s own low-cost airline Jetstar in direct competition to the Virgin Blue experience.

Indeed it was also around 2004 that I first experienced the Virgin Blue product and I recall at the time I was travelling with a team of my colleagues, our executive support staff, and we were all offered face painting and other such things on board our Monday morning flight while all dressed in corporate attire.

I never did use that return flight and immediately booked with Qantas for my flight home a week later. I was appalled that the airline would not understand that a plane mainly filled with people in corporate attire on a Monday AM flight would not want to have their faces painted, etc.

It would take almost six years before I would try the Virgin Blue product again and shortly after that in 2010 the leadership of Virgin Blue changed to that of John Borghetti and the airline started to aggressively change it’s market position.

I say aggressively because over the years Virgin Blue had continually tweaked it’s product offering but it was clear in 2010 with the appointment of Borghetti that they were going to start taking the still largest domestic carrier Qantas head-on and appeal to a wider audience, beyond the holiday traveller.

Now known as Virgin Australia over the last 18 months the airline has transformed beyond a name change to be an airline that can appeal to any audience from holiday traveller to busy executive.

Unlike many in the industry they have successfully managed to transform their brand into one that is friendly, approachable, fun and yes serious if that is what you seek. If you want a cheap seat that gets you from point a to b with no frills you can get it and if you want a premium seat with meals, entertainment and lounges you can get it as well.

Of course it doesn’t matter where you sit on the plane you will leave it with a smile and an experience to remember, positively.

So as someone that once would never even logon to their website to check fares I am now a brand advocate and would encourage you to give them a try, I am sure you will be pleasantly surprised, even delighted.

As a side I flew 1st class on Virgin America and loved it, the Virgin Australia equivalent is business class and I am very eager to try it out, which I am doing on December 9. I am quietly confident that the Virgin Australia, like the Virgin America product, will be as good, most probably better, than the Qantas Domestic Business Product.

To think I was once so loyal to Qantas I wouldn’t look at another airlines website – how experience can influence your loyalty.

Happy flying.

DAILY QUESTION – How to build online relationships?

Today I am launching a the daily question trial, where I will respond to a question submitted by one of my readers in a post.

Today’s question is – When you run an internet business how do you develop relationships with your potential clients and make them feel special?

I think it is important to remember that fundamentally online customers have similar desires to those of every customer. Ultimately a customer wants to be heard, have their needs for a good or service to be delivered and delivered in a way that meets or exceeds their experiential expectations.

A great way to look at the opportunities to improve and build your relationship with customers is to look at each moment of truth, that is each touch point your business has with the customer.

Harvard Business Review has an excellent article on how to use a customer journey map to improve the customer experience check it out and build your map.

From here you can explore each of the motivators at each touch point, each step of their journey and enhance the relationship by addressing the unique motivator at that time.

Of course once you have secured your first sale you need to move into building the relationship. I encourage you to avoid mass emailing specials and what have you but rather identify the unique needs of your customer and respond to those.

Now responding to thousands of customers unique requirements can be costly and not profitable so this is where it is important to do customer groupings and then meet that groups needs by sharing and engaging in a targeted away.

Of course beyond all the science the easiest way to make your customer feel special is to listen to them and respond appropriately.

Finally remember to ask your customers how you are performing and what they want, listen and respond to their feedback and repeat often.