Increase Your Revenue Through Customized Service Offerings
The more you know about your customers, the better you can serve them. Collecting customer data not only allows you to create additional revenue for your company, but also helps you increase the amount of positive word-of-mouth. This even applies to irregularities. Customized offers based on past behavioral patterns can influence individual perceptions of such irregularities in the interest of your business while reducing negative word-of-mouth. Most marketing literature presents similar approaches to collect customer data: loyalty programs, payment cards, surveys, and storing additional data, such as browser data and online purchase behavior. However, we emphasize that in an offline service context, your employees are your best source for gathering additional customer data.
Ensure Your Employees Gather Customer Data
In an offline setting, customer data, such as browser information, cannot be collected. Thus, ensure that your employees gather additional relevant customer data for you – train employees to be attentive and to listen to customers. In conversations with employees during service delivery, customers often reveal particular insights that cannot be collected through loyalty programs, payment cards, or surveys, but only through personal interactions. Ensure that your IT systems allow for this additional data-collection method and that employees are trained sufficiently in how to enter such data from customer conversations and observations into your system.
Be More Time-Efficient – Track Your Customers
Locating your customers along the customer journey in real time will allow you to offer more personalized services. In an aviation setting, find out how soon passengers arrive at the airport before their flights, which fares they have booked, whether they line up at the staffed check-in desks or prefer the self-service drop-off counters, which airlines they fly on, whether they go to the lounge or shop at the duty-free store, etc. Once passengers have dropped off their luggage, you might want to send a personalized offer for discounted lounge access, along with the baggage receipt. Or when fliers buy duty-free items, you might want to send them more information about pre-ordering opportunities for their next flight. The closer you track your customers, the more customized your offers can be.
Airlines And Airports Must Work Better Together
Airports and airlines, as industry stakeholders, share not only the same goals – such as profit maximization, customer satisfaction, and continuous growth – but also the same customers. Except for suppliers, airport visitors, and passengers’ friends and relatives, people in airports are airport customers just as they are airline customers. This means that airports and airlines have similar goals and should work better together, especially in terms of customer data collection and data sharing. One negative experience at the airport or on a flight influences the perception of the customer’s entire journey. If service at the airport falls short, it is harder for the airline to achieve customer satisfaction, and vice versa. Thus, both stakeholders need to integrate their services to a much larger extent in the interest of overall customer satisfaction.
Turning Irregularities Into Opportunities
When a flight gets delayed, you can use your customer data to turn such an irregularity into an additional revenue opportunity, for instance, by sending passengers customized offers to influence their subjective perceptions of the delay. If a passenger has an airline credit card and always drinks coffee at one specific café at the airport, why not send him or her an invitation for a free drink at this specific café if a flight gets delayed? Or if a passenger bought lounge access prior to his or her last flight, but not for the current one, if this flight is delayed, you can provide perks to assuage the customer’s frustration, e.g., offering lounge access at a discounted price. In this way, you can generate additional revenue during irregularities and even increase customer satisfaction because passengers will feel like you handled the irregularity well.
Get Professional Advice
Happy to Help: HatzConsult is entirely at your disposal to help you deliver more customized services and identify relevant touchpoints for data collection. We also help you train your employees to be more attentive regarding customer data while complying with the latest data-protection legislation. See our complete service offer and contact us for further information and to receive your customized consulting offer.
This article is copyright of HatzConsult – © HatzConsult 2019. All rights reserved.
Any redistribution or reproduction of part or all of the contents in any form is prohibited other than the following: You may print or download to a local hard disk extracts for your personal and non-commercial use only, and you may copy the content to individual third parties for their personal use, but only if you acknowledge the website as the source of the material. You may not, except with our express written permission, distribute or commercially exploit the content, nor may you transmit it or store it on any other website or other form of electronic retrieval system. The images used on this website are licensed stock images that may not be used in any form. HatzConsult assumes no responsibility or liability for any errors or omissions in the content of this site, nor for damages of any kind arising out of use, reference to, or reliance on any information contained within the site. The information contained in this site is provided on an “as is” basis, with no guarantee of completeness, accuracy, usefulness, or timeliness and without any warranties of any kind whatsoever, expressed or implied.