Airlines are the poster child for how NOT to create customer loyalty. My recent experience with British Airways shows just how much work this industry has to do. Here’s a recap of the points of failure in addressing customer experience issues. I share this not as a bash on BA (even though it is deserved), but as an illustration for what companies need to do integrate their customer experience across the journey.
1. Global integration. I’m an American living in London. As such I travel back and forth across the pond quite often. When I called the executive club call centre here in the UK, I was told they can’t help me because my account was set up in the US. Therefore, every time I need assistance with my account, I need to contact them during US working hours (not convenient for a UK resident), and incur additional phone costs. Given that I have often sat on hold for 30 minutes to speak with a human (another issue entirely), this can be costly. Why can’t...
Credit Union’s ability to drive growth with little or no investment in advertising. I recently had the opportunity to collect more insights from Diana Dykstra, President and CEO of San Francisco Fire Credit Union. Diana is a self-proclaimed Net Promoter zealot and in my opinion, her organization is a poster child for how to listen to customers and make changes to improve the customer experience. With a current NPS of 83%, member growth of 12%, and retention rate of 98% we can all learn something from how they listen to members and empower employees to “do the right thing”. Enjoy.