My husband and I traveled to Moscow last week—a long way from our South Florida home and a long journey through multiple airports. We travel extensively, but this time we were struck by the service we received from airline personnel at all the different touch points—airport check-in, lounges, gate team, and in-flight crew.
I had lots of good experiences on this trip, but one thing stood out. This airline, perhaps in part because of all the security requirements, unfailingly used our names. But it wasn’t robotic and it definitely made an impression. In each case it seemed a sincere effort to build rapport and make our journey pleasant. Yes, I was traveling business class, but my husband wasn’t and the first thing he commented on when we deplaned and reconnected in the terminal in Moscow was the friendliness of the staff along the way and their use of his name.
One simple behavior demonstrated across the organization made a very big, very positive impression. In our minds, it’s now part of this airline’s brand and reputation.
This got me thinking…If I had to choose a single behavior or activity that, if performed consistently with a high degree of quality would have a lasting positive impact on my customers’ experience, what would I choose? And, how would I make that activity part of my company’s DNA—something everyone in the organization understood as vital to providing world-standard service? What level of commitment, focus and follow-up would it take to cascade just one behavior through an entire organization?
Cynthia Leverich is Director of Global Business Development for Cohen Brown Management Group, Inc.