I fly many times each month traveling to speak at conferences or presenting training programs to many of my clients across the globe. It amazes me just how inconsistent the airline industry is. Some flights and my experiences are better than others. Not because of the service but because of their people and staff.
On one particular flight, I was sitting near the front of the plane, not first class, and was taken by surprise that the pilot came out of the cock pit to welcome the passengers before the flight. Not just with the passengers at the front of the plane, but the pilot greeted and welcome passengers all the way at the back of the plane as well. He even helped people with their bags!
Curious as I am about the customer experience, I asked the flight attendant if the pilot does this before every flight. She told me he does it all the time and enjoys speaking to business travelers, kids, the elderly and vacationers before each flight. It is his way of putting people at ease, getting to know his customers and setting the tone for the flight.
On the way back to front of the plane he asked a young brother and sister siting together if they wanted to take a peek at the cock pit. The two kids eyes lit up as they followed the pilot. Then I heard a loud “Wow”! The impression the pilot just made on those two children will last for years. I was impressed and felt good about the flight. The pilot certainly set the tone for a great flight.
Even during the flight, the pilot treated us with a few geography lessons while we were flying over special landmarks along the way.
When departing the plane, I always try to thank the flight attendants and pilots for the safe flight. As I was in line to get off the plane, I noticed the pilot hop out of the cock pit to personally say good bye and to thank the passengers as they departed.
When it was my turn to leave the plane, I thanked the pilot for his unexpected hospitality and told him it was a “Magical” experience. He thanked me and said he looked forward to serving me again.
“Wow”! This pilot gets it! Today on that particular flight, this pilot was the company. When my client asked me “How was your flight”? What do think I told them? It was “Magical”! This story will be re-told to clients, audiences, friends, family and of course all of you!
The same type of question will be asked to customers who deal with you and your employees after they do business with you. The question of “How was your ____ (fill in the blank)?” –will always be asked by others. What will they say about the customer experience you provided?
Customers don’t make up stories about your business. It is you and your team who create them. The customer simply retells the story. How the story is told and what a customer says is all up to YOU!
When people ask others for a referral they have three options:
- Give them your business.
- Say nothing.
- Say anyone but your business.
“Marketing is not about selling products or services but about the stories that get told about your business!”
This lesson on creating a Magical customer experience is the most important one I can offer you. People are the face of your business and will determine the stories that get told about you, your staff and business. Ask yourself and team what stories are being told today about your business. If positive, keep up the good work. If not, fix it right away!
How well are the people on your front lines of your business trained? How consistent do they engage the customer to show that they REALLY care about customers? How fast do they respond? How friendly and helpful are they? When was the last time you did any training to focus on the customer experience not just productivity and service? Do you have the right people in the right role? Do you just assume people will do a good job taking care of customers? What are you going to do to create positive stories about your business?
Just a few questions to think about as your customers think about where and with who they are going to make their next purchase. I hope they think about YOU!