by Shashank Nigam | June 14th, 2010
2 Comments
This year, I’ve been fortunate to interact with key executives from COPA Airlines – one of the most consistently profitable airlines in the world. And in all the conversations, I sensed a distinct focus on the customer, which makes this airline so successful.
COPA’s keys to success
Here, I’ve included two interviews that shed light upon their keys to success – from a branding and e-marketing perspective. In summary, here’s what I’ve learnt from COPA:
Don’t fight the price war – it’s a bottomless pit
Focus – on the customer, on the product, and not only on competition
The brand is the asset – never compromise on it
Always keep metrics in mind, even when it comes to branding
Interview with the Director of eBusiness – Frank Kardonski
The first interview is with Frank Kardonski, the Director of eBusiness at COPA. He sheds a lot of light into how a well-thought out online strategy complements the strong brand fundamentals of the airline, making it one of the most profitable in the world. Here’s what he had to say:
The new COPA.com – makes it attractive to a widespread customer base. Customized portals for regional markets, like Brazil, Colombia or Panama. Auto-IP recognition (2:30)
eServices – Online check-in 36 hours prior …
