In his column this month, fleet marketing expert Ed Pierce turns to the subject of customer experience. He says, “Increasingly, firms succeed by concentrating more efforts on providing value beyond the sale, with the aim of turning a client into a promoter — an advocate who is willing to refer people to and provide references for your business.”
This brought to mind a disagreeable experience we had at London Heathrow several weeks ago and on the long flight back to California talked about how nicely and perfunctorily the airline representatives could have handled a perfectly routine transaction. Instead, it was a trying exchange and we walked away from the desk set to loathe the in-flight experience — the very CX that was undoubtedly carefully crafted by the airline — before we even stepped foot on the plane. A steely focus on CX is critical.
Editor in Chief