BrandPosted by Mubina 06 Oct, 2018 10:56PM
Loyalty is a key part of a company's revenue, as recurring customers are the core of any business. They ensure that the business keeps going every month and every year. Therefore the more recurring customers that a company can keep, the better base revenue they know they will have.
The question is how do you keep those core customers for life?
Loyalty is one of the aspects that ensures that your core customers, or passengers, remain loyal to your company for as long as possible. Service, honesty, timely delivery and many other factors also contribute to this.
Loyalty programmes therefore have to be designed in a way that gives passengers what they want, so that you can get what you want. In order to find that balance, many companies use incentives, such as free or discounted products, to keep customers interested.
Some examples are:
Throughout the year, or at key promotional points, Subway will give their loyalty scheme members enough points to be able to get free items. To celebrate the kick-off of the NFL London games, they gave all members enough points for free nachos.
Starbucks used to give customers free drinks sporadically throughout the year, or at key promotional periods. They would also notify loyalty scheme members about new drinks 48 hour before they announced them publicly and would allow loyalty scheme members to order them by saying the name of the drink to the barista.
However free and discounted products have become the norm, with customers wanting more in exchange for their loyalty. Millennials and centennials in particular are demanding this from companies, to provide better loyalty programmes, that still benefit the company and the customer.
But how do you do it? How can you improve your loyalty scheme, whilst still providing benefit for your company?
Experiences are very important to young people. If it is Instagrammable, it is perfect!
Experiences can be done on a low budget, but generate a lot of ROI, especially in the age of social media that we are in. An experience that happens in London, could generate revenue for your company in South Africa. The way that news travels now, means that with little investment, you can create big impact.
A great example of this is Virgin Atlantic's collaboration with Aviation Gin and London Cocktail Week. They have created a booth at London Cocktail Week and asked visitors to the booth to use the hashtag #CocktailsInTheClouds. After roughly one day, they have generated 959 posts. The event runs for two days.
It's not just experiences. Exclusivity is also a great way to attract people to stay.
If customers are getting something before anyone else, they tend to be more likely to be loyal as well. Bragging rights are very real!
Making your loyalty scheme seem as though it is an elite club, that not just anyone can enter, gives customers a level of superiority that they feel they can use to show off. This works out well for the company, because when they brag to their friends, their friends will also want to join. A true win win situation!
So think about how your loyalty scheme can work for your customers, whether it is a focus on exclusivity, experiences or even something else. Do what works for your brand and your customers.
If you need some guidance, let me know. I would be happy to help!
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BrandPosted by Mubina 24 Sep, 2018 04:47PM
Brand, as a whole, is so important.
Making sure that your brand is reflected well across every customer interface is even more important.
Therefore, you need to think about how your brand shines on-board, when there is nothing but your brand to see.
Some factors that, many people have said, affect their brand experience are:
- The cleanliness of the cabin
- The size of the toilet
- The IFE (In-flight entertainment)
- The leg room (seat pitch)
- The food
- The cabin crew
Let's have a look at each of these, in more detail.
The cleanliness of the cabin:
It sounds simple and most of the time, there are no issues at all.
However, sometimes on flights that stop over with passengers still on-board, it is hard to get right. At times, cleaning staff can miss dirty areas and not even realise. That can heavily affect a passenger's perception of your brand, especially if they have a long-haul flight. It may be worth asking cabin crew to check the aircraft, picking out hard-to-see areas.
The size of the toilet:
This is something that can't really be changed, except with a change of ticket or aircraft. However many passengers find it hard to use the facilities comfortably. I myself have experienced the "tight toilet syndrome" on the A380-800 aircraft that I have flown on, so I know the pain! It may be helpful to minimise items within the toilet, for more space.
IFE (in-flight entertainment) content and services:
This is primarily focused on long-haul flights as they often require IFE to be able to keep passengers content.
The range of content and channels actually have a correlation to brand. From music to films, your range of content can have a great effect on your brand perception.
Also, in the age of Instagram and social sharing, a new or innovative feature could be something that showcases your brand to a global audience, within seconds.
A great example of this is during the World Cup. Emirates' passengers were able to watch the 2018 World Cup live in-flight. Key media outlets, including The National and Arabian Business, and influencers, such as Sam Chui, posted about the coverage. This brought a lot of good press for the brand, although many other airlines were doing the exact same thing. It may be worth asking key influencers, including media outlets, to cover new and exciting developments.
The leg room or seat pitch:
This is something that is often complained about, however it really depends on the aircraft and the airline. The seat pitch in Economy on an A380 could be less than the seat pitch on a B777. It may be worth considering how you can promote movement within the cabin to reduce negative comments on seat pitch.
Need I say anything more? Food is hard to get right sometimes on a plane and can sometimes come out less than desirable. Also ensuring you have enough of it, especially the special meals, can help you.
Why, you may ask? Well, it is because special requirements can sometimes be required at short notice (i.e. inflight), so making sure you have extra will mean that you will have a very satisfied passenger!
Drinks are also important. Something as simple as a proper cup of coffee in economy has NEVER happened for me, in my 19 years of travelling. It may be worth working closer with your catering suppliers to ensure that you have a menu that wins across all cabins, and always having more than enough, whilst keeping an eye on your costs naturally.
Cabin crew are your brand. Their service reflects directly onto your brand, as your training and brand values become evident very quickly.
A great example of this was on my flight from DOH to DAR. My travel companion had pre-ordered a vegetarian meal, however when the meal came out, she couldn't stomach the smell of it. She hadn't known what was in the vegetarian meal. She asked the cabin crew member for something else to eat, to which the crew member said "We will see, once I have finished with everyone else." This left my travel companion hungry, very hungry. Had the crew member been taught to leave a little bit of food for the passenger to eat, whilst doing the rounds, it would have made things easier for the passenger. However she didn't do it, making the passenger feel angry and neglected. Senior cabin crew then came and dealt with the situation in an amazing way, leaving a positive lasting impression for my travel companion of Qatar Airways.
Training and being aware means that cabin crew can deal with situations faster, protecting the brand from negativity. It may be worth carrying out service audits, to ensure that exemplary service is available across all of your networks and flights. (FlyUnknown can do these for you and support you with changes you would like to work on.)
When all of these factors are thought of as key brand indicators for passengers, with a little bit of work, it shows that airlines can improve brand perception in a big way.
After all, the little things can make a big difference.
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BrandPosted by Mubina 15 Sep, 2018 06:59PM
Cabin crew are amazing. They are guardians, safety officials, waiters and waitresses and a key part of each and every passenger's journey.
I believe cabin crew are actually one of the most important elements of an entire passenger's journey, if not, the most important. This is because if their service is not good, a passenger's journey could be completely ruined. Whereas if there is a problem on-board, it could be insignificant to a passenger's journey, because of the great service that cabin crew provide.
Ultimately, cabin crew are the face of your brand. They show passengers what your brand stands for and what you believe in. From high quality service, across all classes, to love and care for younger passengers, cabin crew are the embodiment of everything within your brand.
They make the brand experience, meaning that what a passenger experiences with cabin crew, is what they usually remember about your brand. It could be something simple, such as a great smile, or something beyond, such as the great handling of an issue. This will stick in passengers' minds, more often than not, and be relayed to other customers, more often than not. Therefore it is important to leave a GOOD lasting impression on passengers, to ensure that the beauty of your brand is showcased through passenger accounts.
No matter how much money you spend on your cabin interior or exterior, the real memories will always come from the service that passengers were given.
Through their important role as the face of your brand, they can easily create brand loyalty. One good experience can make a passenger keen to come back for more, moreso if they have had a different experience with another airline. That passenger may also be more likely to upgrade their experience, as they have seen how well the brand performs.
Loyalty is a key topic for every company at the moment, with loyalty among younger consumers at an all-time low. Therefore, if something as simple as great service could mean repeat purchase and consistent benefit, it is important to get it right.
Cabin crew training is where it all begins. When cabin crew are trained in the best way, to be able to handle situations and service in the best manner, then there is very little that can cause complaints. For example, if you train your crew to deal with angry passengers in a cool, calm and responsible manner, angry passengers may easily calm down and may even have a better image of the airline. Whereas if the situation is dealt with in a confrontational and negative manner, it may cause the passenger to never to fly with your airline ever again. This is why it is important to keep refreshing customer service skills, to ensure that the brand is represented in the best way possible.
One thing that is important to also highlight is the great work that cabin crew do, every single day, every single flight. Their love and passion for their role can often be seen, with a genuine warmth about them and a beautiful smile on their faces. They deal with everything from drunk passengers, to ill passengers, to rude passengers, and yet, they often never disrespect the passengers or themselves. They remain positive and kind, working hard to ensure that all passengers have the best and most relaxing experience on-board.
Cabin crew are pretty amazing!
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