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When a guest is staying with them they “learn their behaviour”. They take note of drinks they order, whether they like ice or not, whether they have a cappuccino or a Latte after a meal. This information is then recorded on what is effectively a CRM system and used to enhance Customer Experience on next occasion. This is attention to detail!
On our visit to Virgin Atlantic they told us about amount of time they have spent working out when optimum time is to deliver hot towels in Upper Class! Before or after take off! They also have worked out optimum layout of a service trolley and they have great new lie down beds in Upper class. As someone who spends a lot of time travelling around world giving conference speeches, I can’t wait to try them!
Dell Computers have set up a number of “Listening Posts” to ensure they capture customer information and convert this into something that is usable by customer.
So attention to detail in Building Great Customer Experiences is key. The converse is also true. Lack of focus on Customer Experience will detract from Customer Experience. The other night I visited my local cinema. The “baby booster chairs” were left in aisle so that when we entered cinema, late, we nearly broke our necks falling over them! ……the massive queue to buy a ticket - only two tills were open but there were 3 people standing at back chatting whilst 50 customers fumed. We have all had similar experiences. It takes thought, it takes time and it takes commitment to build a great Customer Experience. We commend you to pay attention to detail.
To find more detail or articles on Customer experience, customer experience management and customer experience consultancy please contact me at Colin.Shaw@beyondphilosophy.com but don't forget to include Ref. QR in subject area which will help me to reply you back in quick manner.
Colin Shaw Founding Partner, Beyond Philosophy © Beyond Philosophy
Colin Shaw is the Founding Partner of Beyond Philosophy and guru of the Customer Experience Management. He has also produced two most successful books on customer experience which are now available in market.