Justin Jackson

Flying into an epiphany

I was flying recently and pondering the challenges that the airlines are facing in differentiating themselves from the competition in the providing services area. 

They have limited time to address customer concerns during the flight and cost considerations have almost reduced the available options to peanuts or pretzels.  But as the Flight Attendants worked the aisles I noticed there was an area where technology and solid content could have an impact.  Almost all beverages that can be purchased on an airline flight must be purchased by credit card so a point of sale touch point is available. 

Because you have a captive audience that has to “register” with the gate attendants it would be very easy to preload a hand held device from a corporate marketing database as people board the plane.  With real time matching logic available on hand held devices a scanned credit card at 30,000 feet immediately creates marketing intelligence, allowing the attendant to interact with the customer on a personal level.  Another beverage can be offered later if the customer purchase history indicates that propensity.  Loyalty programs can be offered and new members can be added immediately while adding another incentive.  But the goodwill fostered between the customer and attendant is the real payoff in the end.

In today’s challenging economy many service organizations and retail operations are taking a step back in time and learning the faces of their customers, making them feel like they are important, that they are more than just another dollar into the coffers.  Because technology has made profiles more available and social marketing networks has made those profiles more accurate and more robust there is no reason for consumers to just be a number. 

Product offerings will have to change for these organizations in order to apply the knowledge gained for revenue or relationship growth.  Just because you have a customers profile or persona doesn’t mean you can meet their expectations.  However, making life more pleasant for business travelers will go along way.  If an in-room breakfast card is filled out once it should be pre-ordered with an option to decline for the guest in future visits.  If receipts are required for business travel but they can be emailed directly to corporate headquarters instead of printing and distributing, the customer will feel more appreciated.  If membership clubs have “check in” swag they could be tailored to the individuals preferences.

Having the data isn’t enough, using the data creatively to build a bond and a connection is vital.  Putting the data into a stable environment for future use will also have long-term benefits.  As technology improves better applications will become apparent.  As these opportunities are explored historical data, behaviors and interests, will play a large role.

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