Is your online/offline customer service process in sync?

Why the human factor is so important in the automated customer service process.

For all of the resources that companies are pouring into automating the customer’s journey, many are falling woefully behind in training their frontline personnel in the automated customer service process.

Automating back office customer service functions is nothing new. Companies are obsessed with efficiency, implementing automated customer service systems, and reducing head count as a way to increase efficiency and reduce cost.

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Aviation Marketing: RESPECT the customer

Customers no longer measure brands based on message, but on interactions they have with them.

Customers no longer measure brands based on message, but on interactions they have with them.

Social marketing is changing the way customers interact with your brand

My theory on why the aviation industry has been slow to adopt and implement social marketing is because aviation manufacturers are stuck in the mindset of business-to-business instead of people-to-people marketing.

The business-to-business (B2B) mindset is based on selling products and services to accounts. Contrast that mindset with people-to-people (P2P) where the emphasis is focused on improving the customer experience. Customers no longer measure brands based on message, but on interactions they have with them. Continue reading

Aviation Marketing: Digital’s impact on the 4 marketing P’s

Extending brand engagement through digital services

Technology can enhance and solidify the emotional connection to the brand.

Digital technology is affecting the 4 marketing P’s – Product, Price, Placement, and Promotion – by extending brand engagement. Adept aviation marketers are adding value to their brand by providing digital services that complement the user’s life style and the core product offering. Continue reading

Aviation Marketing: Emotional ties create strong brand loyalty

Differentiating your brand starts with making personal connections

Those involved with aviation services and product manufacturing pride themselves on providing flawless products that perform to the highest of specifications. In their eyes, the functionality and reliability of their products define their brand story. However, looking through the perspective of the purchaser reveals a different picture. Continue reading

Aviation Marketing: Customer Insights or Blinding Glimpse of the Obvious?

Captain Obvious

Insights are not shiny objects. Many times insights are buried in the customer’s emotional connection to the brand.

Good marketers believe that customer insights form the foundation for brand strategy. Being able to identify insights about product functionality, user preferences, and emotional connection to the brand help to formulate the brand promise and gives the brand its “reason for existence.” Continue reading

Aviation Marketing: Why marketing fundamentals are important in social media marketing

Airline Social Media Scorecard

Point-of-view marketing through social media can very effective when supported with proper brand positioning.

Successful aviation brands at their core hold a philosophy about how they will conduct their business, treat their employees and customers, and contribute to the betterment of the aviation industry. In social media terms, this is the brand’s point-of-view. Continue reading