WHILE AT RLEVANCE AS AN INTERN IN THE DESIGN AND STRATEGY TEAM I HELPED COMPILE, WRITE, AND DELIVER REPORTING ON IMPROVING CUSTOMER EXPERIENCE DESIGN (CXD) FOR THE AIRLINE INDUSTRY. AS PART OF THIS PROCESS WE EMPLOYED DESIGN PROBES, CONDUCTED EXTENSIVE OBSERVATIONAL RESEARCH, AND SECRET SHOPPER PROCESSES.
IT'S 7:00AM, TAKE-OFF IS AT 8:30AM, OR WAS THAT BOARDING TIME? THE LIGHT BUT STEADY TRAFFIC EN-ROUTE TO THE AIRPORT IS MAKING YOU WISH YOU'D GIVEN YOURSELF A BIGGER BUFFER. YOU'VE ARRIVED LATER THAN EXPECTED BUT THERE'S STILL TIME BEFORE YOUR FLIGHT. IT'S 8:25 BY THE TIME YOU'VE PUT YOUR BELT BACK ON AFTER CLEARING SECURITY AND ARE NOW RUNNING TO YOUR GATE. YOU'VE MADE IT, BUT JUST. RELIEF SETS IN AS YOU SETTLE INTO YOUR SEAT. AFTER DOZING OFF DURING THE FIRST LEG OF THE FLIGHT YOU WAKE UP TO REALIZE YOU'VE SKIPPED THE INFLIGHT MEAL. HUNGRY AND CRAMPED YOU PREPARE FOR THE LONG HAUL. HAVING CHOSEN TO PAY A LITTLE EXTRA FOR THIS AIRLINE YOU WOULD HAVE EXPECTED MORE.
WITH A FEW TWEAKS TO THE SERVICE EXPERIENCE, IT'S NOT DIFFICULT TO IMAGINE A WORLD IN WHICH TRAVEL EXPERIENCES ARE PAINLESS, EFFICIENT, WELL DESIGNED, AND STRENGTHENS THE BRANDS BEHIND THEM. LIKE IN MANY SERVICE INDUSTRIES, THE KEY TO UNLOCKING THIS YET UNTAPPED POTENTIAL IS BY PUTTING THE CUSTOMER AT THE FOREFRONT. THIS IS ESPECIALLY TRUE OF AIRLINES FOR WHOM STRONG COMPETITIVE FORCES AND A LACK OF DIFFERENTIATION MAKE IT HARD TO ESTABLISH LONG LASTING EMOTIONAL BONDS WITH THEIR CUSTOMERS.
FOR ALL SERVICE BRANDS INCLUDING AIRLINES, THE SERVICE EXPERIENCE PRESENTS THE MOST MEANINGFUL OPPORTUNITY TO ENGAGE WITH THEIR CUSTOMERS. COMMUNICATION REPRESENTS ONLY ONE PART OF DELIVERING THE BRAND, AND A WELL EXECUTED SERVICE EXPERIENCE CAN DELIVER REAL MULTI-MODAL ENGAGEMENT IN A WAY THAT MAKES USING ONLY TRADITIONAL COMMUNICATION CHANNELS A DISADVANTAGE. AS A CUSTOMER, YOU SIMPLY DON'T GET A FULLY FORMED FEELING FOR A BRAND THROUGH COMMUNICATION ALONE.
WITH SO MANY COMPETING SERVICES, AND THE LACK OF A STRONG AND CONSISTENT SERVICE IDENTITY, CONSUMERS ARE FOR THE MOST PART LEFT TO DECIDE ON PRICE. WHILE DECIDING ON DIFFERENTIATION STRATEGIES, CRAFTING THE WAY A BRAND LOOKS OFTEN APPEARS A SAFER MOVE, BUT IN FACT THE OPPOSITE MAY BE TRUE. BRANDS NEED TO PROVIDE MORE THAN LOOK OR FEEL TO GO ON IN ORDER FOR CONSUMERS TO BUILD A LONG LASTING EMOTIONAL BOND AND CAN DO SO BY FOCUSING THEIR EFFORTS ON BUILDING UNIQUENESS IN TERMS OF HOW THEY ACT AND THEREBY HOW CONSUMERS EXPERIENCE THEIR BRAND.
ALTHOUGH TAKING A CUSTOMER-CENTRIC APPROACH MAY CREATE HIGHER UP-FRONT COSTS FOR BRANDS, IN THE LONG RUN IT LAYS THE FOUNDATION FOR CONTINUED CONSUMER ENGAGEMENT AND GROWTH. IT'S A MARATHON NOT A SPRINT.