Ok, I fly a lot. You probably know this already. Flying gives me a lot of time to think about database marketing….. and of course a lot of time to think about flying.
Right now I’m flying (finally got my drink) and am wondering about the ‘last-mile’ in the plane. A big problem is the people who actually act as my customer service representative have no way of knowing who I am.
My main airline is ATA. They just came out with this new Elite program. The main benefit I’ve recognized so far is that I get to get on the plane first…right up there with the parents with strollers.
This is no small benefit. Those that travel recognize the huge value of getting first shot at the overhead storage bin. I like to fly towards the front to get off quickly, but that of course carries the penalty of having no storage left. Sincerely, “Thank you ATA”.
Now what are some other ways you could make my life easier? You could offer me a drink (pretend we are talking about Diet Coke) as soon as I sit down or at least before they start with the whole cart. I’m not even saying you have to give me the drink free…I’ll pay. Just sometimes I want it NOW. (still talking about diet coke)
And how about a paper or magazine? “Mr. Baggott, have you seen the Wall Street Journal today? I don’t necessarily need a bigger seat, or a screen keeping the riff-raff at bay…just some respect and acknowledgement that they care about me…that I’m valuable to them.
The problem of course is that they don’t know who I am. Once they scan that ticket before the jet bridge, I’m invisible as an individual.
Why don’t flight attendants have handhelds? Simple seating chart with a little star next to the ‘Elites’…tap on the star and they instantly know that Chris Baggott likes the WSJ and “Diet Coke” That he flies this same plane three times a month….what ever.
Oh, and the email part? How about a quick survey after every flight? How was it? Any preference changes? Remember, the biggest crime in Database Marketing is not using the data…I’ll give you data all day long if it makes my life better!