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Real-time Customer Feedback Drives Customer Engagement
Situation:
Our client is one of the largest suppliers of aviation services to individuals and business customers internationally. The rising price of fuel already makes every car owner carefully consider mileage and where he or she refuels - so we can only imagine the concerns associated with fueling a Gulfstream Jet that requires 10,000 gallons of fuel.
The world of privately owned planes is not extremely expansive, and each customer represents immense value to our client. Their objective is to ensure that every customer flies away from one of their facilities absolutely delighted by the service and attention to detail provided by the staff, so that they return in the future and spread positive word-of-mouth about the company to others.
Approach:
By implementing a Customer Engagement Tracking program we have been able to help our client understand and manage individual customer interactions. Real-time feedback is collected online and responded to in a timely manner. Each interaction is an opportunity for our clients to “Wow” their customers and, if this fails, a “win-back” opportunity can be created. Our online tools allow all relevant personnel within our client’s company to be a part of the customer service chain. Our system alerts the organization about problems and provides simple tools to help resolve them at the individual customer level. In addition, by identifying cases of Service Excellence, where an employee has created an exceptional customer experience, our client is able to celebrate successes and encourage these right behaviors.
Results:
Our Action Alerts and Real-time feedback systems enable our client to respond to a customer when appropriate; whether the experience is exceptional or less than perfect. General Managers are held accountable to follow-up with all customers that had a poor experience and to track the outcomes of the problem resolution in our proprietary management system. To emphasize the importance of excellent service, performance on this program is factored into the General Managers’ bonuses, and top performing locations are recognized at an annual conference. On a broader scope, these communication systems allow everyone from a location’s General Manager to the VP of Customer Relations to the CEO of the organization to develop stronger bonds with customers. This attention to Customer Engagement has often helped save a customer who otherwise might have walked away from the company.
After 5 years, this company has collected over 15,000 customer interviews across 50 locations in the US and 15 locations abroad. Overall, by continually tracking and responding to customer feedback, the company has created a customer-centric culture where everybody recognizes that the customer is king.
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