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Monday, January 30, 2006

Take a lesson from the airlines

During a recent flight to St. Louis for Bunge's account review, Northwest turned the plane around en route owing to a mechanical problem. A week after the delayed flight I received a letter from their Director of Customer Care apologizing and depositing 2,500 bonus miles into my Silver WorldPerks account. Here's the clever thing: John Neupauer, who was flying with me but has no elite status received the same letter - and only 1,000 points.

Two important lessons here:

1) Communicate with your best customers when behavior changes - they stop entering codes, for instance
2) Communicate differently based on customer value - number of codes entered or number of different products purchased

Soon we'll begin focusing on customer behavioral triggers and how to use them to grow your business more profitably. Stay tuned.

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