Walking through the airport last week, I found myself starting to appreciate some basic features my airline offered me to help satisfy my travel needs. I have a colleague who constantly preaches about how much you need to avoid the first floor of an airport and how much of a convenience it is to just walk from the parking garage in Omaha, Neb., to security. For those of you who haven’t flown through Eppley Airfield, it’s a straight shot from the garage, down a walkway, to the security line to enter either terminal. While this doesn’t necessarily apply for vacationers who need to check bags, I am starting to see why my co-worker is so adamant about something I didn’t really give much thought to.
Once through security, the airline offers me the convenience to use my mobile phone as a boarding pass, sends me text messages when there are changes, and calls me if a flight gets cancelled. I think we all think of this as the basics that most airlines provide. However, I’m starting to notice how “intuitive” my airline has become based on my travel preferences, upcoming vacation and search parameters. I am now getting email and text messages that aren’t just spam but that are related to my own personal needs. The home page I view on the airline’s website is even a photo of Omaha. What’s even more remarkable is that I didn’t give them any additional information that would be considered out of the norm.
Sometimes we just need to sit back and look at the things we take for granted. Most would probably assume the organizations they do business would go to great lengths to understand their wants, their needs, their interests and so forth. Unfortunately, this isn’t always the case. In fact, most of the time, we don’t even realize when customer care is customized. However, when it doesn’t happen, it makes us second-guess our choices and loyalty.
At West, our common message regarding what consumers want from the companies they do business with is, “Know me, show me you know me, and show me you care.” This statement resonates with consumers across all industries. They just don’t always know it.