Cultural Change Through The Window of Customer Service

By Sunshine McCarthy, ServiceElements Vice President and Facilitator

Celina is one of many women who sell vegetables everyday in the street market located in the tiny village of Assomada in Cape Verde, Africa . She works from sun up until sun down to support an extended family of 13. As a Peace Corps volunteer living in Assomada, I was one of her biggest fans. Her warm welcome drew me into the market. She’d shout my name and kiss me on both sides of my cheeks. She was genuinely happy to see me, and always slipped me a couple of extra potatoes or carrots with every purchase. It wasn’t uncommon for her to stop by my house at the end of a long day with a token offering of an unusual vegetable. She would give me detailed cooking instructions and ensure me that it would be a cultural culinary treat. The more attention Celina gave me the more I bought from her. Not only did I purchase her vegetables daily, I also insisted that every other PC volunteer do the same. What was so special about Celina? Certainly not her vegetables, they were no different from the vegetables sold by the other hardworking women in the market. What was different was the “experience” I was having as her customer.

Studies have shown that growth and profitability has a direct correlation to customer satisfaction. Look at some of the most successful companies in business today, Nordstrom, Starbucks, Harley Davidson, and Ritz Carlton. Each has created a memorable experience while selling commodities of clothing, coffee, motorcycles, and an overnight stay. Nordstrom has grown from one Seattle shoe store into a nationwide fashion chain by offering the customer (one individual at a time) the best possible service, selection, quality and value experience. Starbucks boosts a thirty-year growth from one store in Seattle ’s historic Pike Place Market to 6000 stores located in 30 countries. Harley Davidson is the only major U.S. maker of motorcycles. It continues to expand into Europe, Japan, Australia, China and Latin America by fulfilling dreams through the “experience” of motorcycling. And finally, we all can relate to the meaning behind “putting on the Ritz”.

Today’s most successful businesses have one thing in common, high customer satisfaction ratings and aviation is no exception. Business and General Aviation customers are among the world’s most elite consumers with high expectations. And you can bet that they wear Nordstrom clothing, stay at the Ritz, ride Harleys, and drink lattes from Starbucks. The bar is being raised, and it’s not just from other aircraft manufactures, charter management companies and FBOs. Aviation is competing with an “experience” economy.

What will it take for your business to emerge successful? ServiceElements believes that it will take two things, delighted employees and delighted customers. Creating a service experience isn’t difficult as proven by Celina.