 Create
Convenience for the Customer
If
you travel by air, you know how stringent security can
be in airports around the world. Many items previously
allowed onboard are now banned, confiscated and, in
many cases, discarded by security personnel.
Losing a nail file or a pair of scissors may not seem
like much, but hairdressers pay a lot for professional
scissors; a letter opener may be a sentimental gift
from a friend; a pocket knife could be an heirloom handed
down from grandfather to father to son.
What can be done to keep these items out of the aircraft
cabin, but safely delivered back to the owner?
Some airlines will put the offending item in a small
pouch, store it in the aircraft’s baggage hold,
and give it back to the passenger at the destination.
But this service takes precious time before departure,
and some airports simply don’t allow it. As a
customer you have only two choices: give up the item
forever, or give up your seat on the flight.
Allan in Australia proposed another solution. He suggests:
‘Many airline
customers have become confused about which articles
may be detected and rejected by security as they board
domestic and international aircraft.
‘My suggestion
is to set up automated self-service mail-boxes near
security screening that can dispense stamped, padded
envelopes. If an article such as a penknife or nail
file is rejected, the traveler can go immediately
to the mailbox and quickly:
1. weigh the item
and indicate the destination country,
2. place sufficient
money in the machine (or use a credit card),
3. receive a stamped,
padded, self-sealing envelope,
4. address it to
themselves at their destination,
5. drop it in the
mailbox, and
6. get back to the
gate in plenty of time for their flight.
‘The franchise
for these mailboxes could be sold to bookstores or
coffee shop proprietors at each airport. This would
help security resolve the distress innocent travelers
suffer when they must surrender personal items of
great sentimental value.
‘Many airports
have post offices, but they are rarely close to security,
and never open 24 hours – and we all know about
slow-moving lines at security screening.’
By focusing on customer concerns, Allan came up with
an idea that is quick, easy, practical, cost-effective,
reduces hassles for everyone, requires no additional
labor and opens up a new avenue for revenue and compliments
from very appreciative customers.
Key Learning Point
Customers are emotional
creatures and may have concerns not addressed by your
focus on speed, accuracy, price, security, size, weight
or location. Helping customers comply with procedures
is important. But helping them feel good about their compliance
is very important,
too. Find ways to do both and you’ll gain your customers’
appreciation, recognition and respect.
Action Steps
Put yourself in your
customers’ shoes. What’s the greatest inconvenience
customers must endure when doing business with you? What
can you do to make that process more convenient, flexible,
personal or attractive? How can you anticipate and help
them avoid the hassle? If they must comply, how can you
recognize, praise or congratulate them for getting it
done?
Being a customer is not always easy. At your place of
business, make it as painless and rewarding as you can.
Next Article in Customer Service Value Dimensions >>
How to Avoid Competing on Price
First Article in Customer Service Vision >>
100% is Not Enough. You Need 120%
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Ron Kaufman is an internationally acclaimed customer service training educator for quality service.
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