by Steven Klimek | July 26th, 2011
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How many times have you read a whitepaper that introduced new vocabulary to the English language? That too in the aviation industry? Our 2nd ever whitepaper does exactly that (Read the first one: 6 Steps to a Swashbuckling Airline Brand), introducing a concept called “Airrogance”, which is essentially arrogance applied to the airline industry when airlines fail to engage their customers in a two-way relationship. Read on.
Listen first, then engage…
An airline brand experience elicits more emotions in customers than most brand experiences do, based on the excitement generally associated with travel. As a result, customers tend to volunteer strong, detailed opinions about their air travel experiences, often broadcasting them throughout their entire virtual networks via social media. While this new era of engagement has created heightened customer expectations in many cases, it also provides savvy airlines with a unique opportunity to understand what drives their customers’ behavior more than ever before.
The key is to listen first and engage second, rather than continue the lazy habit of focusing strictly on traditional “push” customer communications. In other words, to goal should no …
