American Airlines’ planes aren’t safer or faster than anyone else’s. The company is no vanguard of customer service. And, if you check Orbitz or Expedia or any number of price-beater sites, you’ll likely find cheaper fares on other airlines.
Yet, American Airlines earned significant market share over the last several years, particularly among frequent flyers, by vastly improving its customer experience. And they did it with a simple, singular solution: an app.
It’s hard to know, specifically, what drove the creation of AA’s first-generation “travel app.” But two difference-making customer insights* may have informed that strategy:
- Purchasing tickets online is frustrating and time-consuming
- The cheapest ticket price usually means a bad flying experience
*These are perceptions, mind you; but, as we all know, perception is reality.
In an industry where price wars had become the norm, AA took a risk in assuming that some flyers would care more about a quality experience than price. It was the same thinking Starbucks applied to coffee in the late ‘80s. And, it turns out they were (both) right. A certain contingent of flyer is willing to forego the cheapest possible fare so she can reserve and change seats from her smartphone, avoid printing out boarding passes, and earn/use valuable rewards in the process.
- 81% of American adults use smartphone apps to manage different aspects of their lives
- 21% use airline apps, and, of those, 83% feel these apps improve their flying experience
- Among airline loyalty members, 42% use airline apps and 95% of those feel these apps improve their experience
On the heels of the app’s success, AA even launched the 2016 campaign: “The world’s greatest flyers fly American.”
Here’s the point:
Creating a great customer experience isn’t necessarily a monumental challenge.
If you’re the aforementioned Starbucks — with 238,000+ employees across 13,000+ locations in the U.S. alone, who need to be trained and motivated to deliver that face-to-face experience — then, yes, that’s one thing. But the question for you is: What can YOUR brand do to better serve the customer?
A great customer experience is defined by the customer. Sometimes it’s as easy as AA’s travel app, or Zappo’s unlimited free shipping both ways. Human beings aren’t Rubik’s Cubes. The simplest answer is usually the right one.
To find it, you need to do two things exceptionally well:
- Get the clearest possible view into your customers’ minds (without an fMRI)
- Tap that insight to create an experience that makes you better than the other guys
As Steve Jobs famously said: “You have to start with the customer experience and work backwards to the technology.” And starting with the customer experience means starting with where it’s lacking.
We find ourselves in 2017 — years into the Digital Age — with so much to be excited about. At the same time, the promise of digital is often what holds us back. Thinking about tech first is usually putting the cart before the horse. And thinking that data can solve all your problems is tantamount to believing in snake oil cures.
Data is just information; but insight is opportunity. Start with the customer’s perceptions, always. If you commit to understanding your audience, and solving one small problem at a time, you’ll be on your way to delivering a world-class customer experience (at least, “world-class” as perceived by your customers — which is all that matters).
# # #
[/et_pb_text][/et_pb_column][et_pb_column type=”1_3″][et_pb_sidebar _builder_version=”3.0.69″ area=”sidebar-1″ orientation=”right” background_layout=”light” /][/et_pb_column][/et_pb_row][et_pb_row][et_pb_column type=”4_4″][et_pb_contact_form admin_label=”IMA Post Contact Form” _builder_version=”3.0.69″ title=”If you’d like to comment on this piece, or have a question for an IMA principal, please reach out to us below. ” success_message=”Thank you for query. An IMA representative will contact you shortly.” submit_button_text=”Talk To Us” email=”info@ima314.com” captcha=”on” use_redirect=”off” input_border_radius=”0″ border_style=”solid” custom_button=”on” button_border_width=”0″ button_border_radius=”0″ button_letter_spacing=”0″ button_icon_placement=”right” button_border_radius_hover=”0″ button_letter_spacing_hover=”0″ button_text_color=”#ffffff” form_field_text_color=”#666666″ disabled=”off” disabled_on=”off|off|off” saved_tabs=”all” title_font=”||||” title_font_size=”26″ title_font_size_tablet=”26″ title_font_size_phone=”26″ title_letter_spacing=”0px” title_letter_spacing_tablet=”0px” title_letter_spacing_phone=”0px” title_line_height=”1em” title_line_height_tablet=”1em” title_line_height_phone=”1em” form_field_font=”||||” form_field_font_size=”14″ form_field_font_size_tablet=”14″ form_field_font_size_phone=”14″ form_field_letter_spacing=”0px” form_field_letter_spacing_tablet=”0px” form_field_letter_spacing_phone=”0px” form_field_line_height=”1.7em” form_field_line_height_tablet=”1.7em” form_field_line_height_phone=”1.7em” use_border_color=”off” border_color=”#ffffff” border_width=”1px” button_text_size=”20″ button_text_size_tablet=”20″ button_text_size_phone=”20″ button_letter_spacing_tablet=”0″ button_letter_spacing_phone=”0″ button_font=”||||” button_use_icon=”default” button_on_hover=”on” button_letter_spacing_hover_tablet=”0″ button_letter_spacing_hover_phone=”0″ global_module=”928″] [et_pb_contact_field field_title=”Name” field_type=”input” field_id=”Name” required_mark=”on” fullwidth_field=”off” /][et_pb_contact_field field_title=”Email Address” field_type=”email” field_id=”Email” required_mark=”on” fullwidth_field=”off” /][et_pb_contact_field field_title=”Message” field_type=”text” field_id=”Message” required_mark=”on” fullwidth_field=”on” /] [/et_pb_contact_form][et_pb_post_nav admin_label=”IMA Post Navigation” _builder_version=”3.0.69″ saved_tabs=”all” prev_text=”Previous” next_text=”Next” in_same_term=”on” hide_prev=”off” hide_next=”off” border_style=”solid” global_module=”917″ /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section bb_built=”1″ fullwidth=”off” specialty=”off” _builder_version=”3.0.69″ background_color=”#9b1e22″ global_module=”168″][et_pb_row global_parent=”168″][et_pb_column type=”1_3″][et_pb_text admin_label=”twitter title” global_parent=”168″ _builder_version=”3.0.69″ background_layout=”dark” text_orientation=”left” text_font=”|on|||” text_font_size=”28″ text_text_color=”#ffffff” border_style=”solid” custom_margin=”0px||20px|” custom_padding=”0px|||” saved_tabs=”all”]
twitter
[/et_pb_text][et_pb_text admin_label=”Tweets” global_parent=”168″ _builder_version=”3.0.69″ background_layout=”light” text_orientation=”left” border_style=”solid” saved_tabs=”all”] [fts_twitter twitter_name=ima_digital tweets_count=1 twitter_height=200px cover_photo=no stats_bar=no show_retweets=no show_replies=no] [/et_pb_text][/et_pb_column][et_pb_column type=”1_3″][et_pb_text admin_label=”IMA post” global_parent=”168″ _builder_version=”3.0.69″ background_layout=”dark” text_orientation=”left” text_font=”|on|||” text_font_size=”28″ text_text_color=”#ffffff” border_style=”solid” custom_margin=”0px||20px|” custom_padding=”0px|||”]
IMA post
[/et_pb_text][et_pb_post_slider admin_label=”IMA Post Home Slider” global_parent=”168″ _builder_version=”3.0.69″ posts_number=”1″ include_categories=”5″ orderby=”date_desc” more_text=”read more” content_source=”off” use_manual_excerpt=”on” show_arrows=”off” show_pagination=”off” show_more_button=”on” show_meta=”off” show_image=”off” image_placement=”background” remove_inner_shadow=”on” use_bg_overlay=”off” use_text_overlay=”off” background_layout=”light” meta_letter_spacing=”0″ custom_button=”off” button_text_color=”#de1f25″ button_bg_color=”#ffffff” button_border_width=”0″ button_border_radius=”0″ button_letter_spacing=”0″ button_icon_placement=”right” button_border_radius_hover=”0″ button_letter_spacing_hover=”0″ module_id=”IMArecentpostHome” auto=”off” auto_ignore_hover=”off” hide_content_on_mobile=”off” hide_cta_on_mobile=”off” show_image_video_mobile=”off” background_color=”#9b1e22″ custom_css_slide_description=”text-align: left !important;” custom_css_slide_title=”font-size: 24px;” custom_css_slide_button=”color:#fff;” top_padding=”0px” bottom_padding=”0px” /][/et_pb_column][et_pb_column type=”1_3″][et_pb_text admin_label=”technoethicist ” global_parent=”168″ _builder_version=”3.0.69″ background_layout=”dark” text_orientation=”left” text_font=”|on|||” text_font_size=”28″ text_text_color=”#ffffff” border_style=”solid” custom_margin=”0px||20px|” custom_padding=”0px|||”]
technoethicist
[/et_pb_text][et_pb_post_slider admin_label=”Technoethicist Slider” global_parent=”168″ _builder_version=”3.0.69″ posts_number=”1″ include_categories=”20″ orderby=”date_desc” content_source=”off” use_manual_excerpt=”on” show_arrows=”off” show_pagination=”off” show_more_button=”on” show_meta=”off” show_image=”off” image_placement=”background” background_color=”#9b1e22″ remove_inner_shadow=”on” use_bg_overlay=”off” use_text_overlay=”off” background_layout=”light” meta_letter_spacing=”0″ custom_button=”off” button_border_width=”0″ button_border_radius=”0″ button_letter_spacing=”0″ button_icon_placement=”right” button_border_radius_hover=”0″ button_letter_spacing_hover=”0″ auto=”off” auto_ignore_hover=”off” hide_content_on_mobile=”off” hide_cta_on_mobile=”off” show_image_video_mobile=”off” module_id=”IMAtechnoeth” custom_css_slide_description=”text-align:left;” custom_css_slide_title=”font-size:24px;” custom_css_slide_button=”color:#FFF;” top_padding=”0px” bottom_padding=”0px” /][/et_pb_column][/et_pb_row][/et_pb_section][et_pb_section bb_built=”1″ fullwidth=”off” specialty=”on” _builder_version=”3.0.69″ use_background_color_gradient=”on” background_color_gradient_start=”#ffffff” background_color_gradient_end=”rgba(102,102,102,0.56)” background_position_1=”top_left” background_repeat_1=”no-repeat” background_position_2=”top_left” background_repeat_2=”no-repeat” module_id=”IMAfooter” padding_top_1=”0px” padding_top_2=”0px” global_module=”126″][et_pb_column type=”1_4″][et_pb_image admin_label=”IMA” global_parent=”126″ _builder_version=”3.0.69″ src=”https://ima314.com/wp-content/uploads/2017/08/IMA_fullcolor.png” show_in_lightbox=”off” url=”/” url_new_window=”off” use_overlay=”off” sticky=”on” align=”left” always_center_on_mobile=”on” border_style=”solid” force_fullwidth=”off” custom_margin=”||0px|” animation=”off” /][et_pb_text global_parent=”126″ _builder_version=”3.0.69″ background_layout=”light” text_orientation=”left” text_text_color=”#666666″ header_font_size=”14px” header_text_color=”#000000″ border_style=”solid” custom_margin=”29px|||” custom_padding=”0px|||”]
greater philly
716 DeKalb Pike, #210
Blue Bell, PA 19422
Ph: 215-421-3034
[/et_pb_text][/et_pb_column][et_pb_column type=”3_4″ specialty_columns=”3″][et_pb_row_inner admin_label=”Row” global_parent=”126″ _builder_version=”3.0.69″ background_position_1=”top_left” background_repeat_1=”no-repeat” custom_margin=”0px|0px|0px|0px” custom_padding=”0px|0px|0px|0px”][et_pb_column_inner type=”4_4″ saved_specialty_column_type=”3_4″][et_pb_code global_parent=”126″ _builder_version=”3.0.69″]<a name=”contact”></a>[/et_pb_code][/et_pb_column_inner][/et_pb_row_inner][et_pb_row_inner admin_label=”Row” global_parent=”126″ _builder_version=”3.0.69″ background_position_1=”top_left” background_repeat_1=”no-repeat” background_position_2=”top_left” background_repeat_2=”no-repeat” custom_margin=”57px|||” custom_padding=”0px|||”][et_pb_column_inner type=”1_2″ saved_specialty_column_type=”3_4″][et_pb_text admin_label=”need a marketing consult?” global_parent=”126″ _builder_version=”3.0.69″ background_layout=”light” text_orientation=”left” border_style=”solid” custom_margin=”0px|||” custom_padding=”0px|||”]
need a marketing consult?
If you’re a CMO or Senior Marketer interested in taking your marketing in a new direction, please email our operations lead to schedule a confidential discussion: info@ima314.com
[/et_pb_text][/et_pb_column_inner][et_pb_column_inner type=”1_2″ saved_specialty_column_type=”3_4″][et_pb_text admin_label=”get on the list?” global_parent=”126″ _builder_version=”3.0.69″ background_layout=”light” text_orientation=”left” border_style=”solid” custom_margin=”0px|||” custom_padding=”0px|||”]
get on the list
Once a month, we’ll send the latest digital marketing trends and customer insights right to your inbox. Get on the list.
[/et_pb_text][et_pb_contact_form global_parent=”126″ _builder_version=”3.0.69″ email=”greg@ima314.com” captcha=”off” use_redirect=”off” input_border_radius=”0″ border_style=”solid” custom_button=”on” button_border_width=”0″ button_border_radius=”0″ button_letter_spacing=”0″ button_icon_placement=”right” button_border_radius_hover=”0″ button_letter_spacing_hover=”0″ button_text_color=”#ffffff” submit_button_text=”get it” custom_message=”Add %%Email%% to the list!”] [et_pb_contact_field field_title=”Email Address” field_type=”email” field_id=”Email” required_mark=”on” fullwidth_field=”on” checkbox_checked=”off” checkbox_options=”%91{%22value%22:%22Email Address%22,%22checked%22:0}%93″ radio_options=”%91{%22value%22:%22Email Address%22,%22checked%22:0}%93″ select_options=”%91{%22value%22:%22Email Address%22,%22checked%22:0}%93″ min_length=”0″ max_length=”0″ allowed_symbols=”all” conditional_logic=”off” conditional_logic_relation=”off” form_field_font_select=”default” form_field_font=”||||” form_field_text_color=”#666666″ use_border_color=”off” border_style=”solid” /] [/et_pb_contact_form][/et_pb_column_inner][/et_pb_row_inner][/et_pb_column][/et_pb_section]
