Putting the Customer Experience at the Centre of the First Class Journey

Putting the Customer Experience at the Centre of the First Class Journey

Written by John Dray

2nd December 2019

It’s All About Me!

Often we characterise someone who likes to be at the centre of attention as selfish, but what does that term mean?

Selfish is often a term used to describe OTHER people who are looking after their own needs when we feel that our own needs are not being met. It often comes from a mindset of scarcity. As if there is not enough love or attention to go around.

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When you are thinking about your customers, do you think of them as selfish or as deserving the best experience you can give them?

At this point, we often start to think of resources. If you travel by train there is a vast difference between the experience of ‘Standard’ class and First class. First class benefits include free drinks and snacks, a nice lounge to wait in for the train. The first class carriage is always the first into London, giving you a shorter walk. The seats are wider and more comfortable. The carriages are quieter. It is a very different experience to Standard Class.

Part of the reason for the difference is the cost involved. For the operating company all those extras cost, which is shown in the cost of the ticket.

The better customer experience costs the train operator a lot

In the electronic world there is next to no cost difference

In the Electronic World it is Different

When you are setting up events, the customer journey is very different. All the pre-event emails and communications are managed electronically. All the ‘in-event’ communications can be electronic, too. The post-event follow-up is also electronic.

If you map the experiences you want for your customers then once you have it set up there is only the running costs. The running costs do not change whether you choose to give your customer a good experience or a bad experience. Once you have the templates for the journey, then you can repeat it for future events. It’s like cutting cookies. You can learn from customer feedback, so that over time you can improve the journey.

Cookie Cutter Event planning

There is very little cost difference between giving your clients a good experience and a bad experience. If a good experience helps you retain more customers then a good experience can be CHEAPER than a bad experience. It is all scaleable, so once you move from running events for tens to hundreds or thousands or tens of thousands the costs diminish even further. 

A Good Experience can be CHEAPER than a Bad Customer Experience

Part of that experience is basing what the customer receives in terms of emails on their past attendance record. Know what they are interested in. Use their behaviour to give them the best possible experience. Let them all be at the centre of their own universes. All receiving all that they need and let them be happy. In the electronic world there is no scarcity, only abundance.

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