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Do you know how customers form their opinion of your business? If not, you are certainly missing opportunities to serve better and earn more loyalty.
That’s because what matters most to the customer experience is what your customers perceive during a service transaction. And guess what? They are perceiving much more than you might expect!
Your customers’ experience is affected by everything they see, touch, hear, taste, or smell. That means small things – like overly loud music or a sticky table at a restaurant – can produce a negative opinion. Even if the rest of your service is superb.
Fortunately, perception points like these can often easy to improve with small, inexpensive changes. And those changes can produce outsized results for customer satisfaction, loyalty, revenue, and profits.Â
Watch the video to see how many perception points are contained in a single service transaction… and take note of how many opportunities there are to quickly and easily influence the opinion customers are forming.
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Below is an Autogenerated Transcript
Arrival starts when an aircraft door opens and arrival ends when a taxi or other car door closes.Â
Everything in between those two points is part of the transaction that’s called arrival. Get it?Get it?Â
Okay. Now, what are those points? Well, let’s take a look together.Â
Let’s say you land somewhere, the plane taxi’s up to the terminal building, the door to the aircraft opens and you step into the aerobridge. Don’t you notice whether the aerobridge is clean or dirty, hot or cold, wet or dry? New advertising or old advertising along the walls, don’t you notice? Yeah.Â
What you may not notice is that you are already forming a first impression about the whole city. Then you step into the transit area. And what are you looking for? Clear signs that tell you which way to go.
Clean bathroom if you stop in to use one.Maybe the sidewalk is moving along.Maybe there are interesting shops along the way for when you come back out.And then you go to immigration.Is there a line? Is the line moving? If there’s a card that you need to fill out before you get to the immigration officer, if you did not get that card on the plane, where do you get one now?Â
Then you go look for your bags. How do you know which belt they’re on? When you get to that belt. Is it already moving? How long do you wait for your bags? Do all your bags come? What condition are the bags in? Do they have a trolley that you can use to carry your bags? Do you have to pay for the trolley? All these things are perception points.Then you go through customs.Do they want to talk to you?
Then you come to the arrivals area.There’s all the people, there’s the bank. there’s the hotels, there’s the taxi line. Get in the line, you wait your turn, you get in the car and you close the door.
The arrival transaction is now complete.
