We have all had the experience of searching for an item on the internet, and subsequently receiving endless ads related to that item. The original search may have been a random inquiry, perhaps conducted on another’s behalf, yet the technology considers this is of major value to you. This is a good example of how technology attempts to increase personalization using previous patterns of behavior, but frequently fails as it merely responds to an interaction, but in a contextless environment.
Good info in, combined with the human touch, delivers great personalization out. To be effective it is essential to appreciate existing,and more importantly changing, customer needs, the existing supply chain relationship, and then apply intelligent analysis to steer future commercial activity. By collating the data, and judiciously analyzing it, future customer interaction can be enhanced. The technology can support and evolve the customer interaction, but it is just one part of the process. It informs the interaction, it is does not, and should not, replace personal communication. In fact, to reduce the workload of the customer, and the commercial team, the personal touch always needs incorporating to mitigate misunderstanding and miscommunication.
Elevating the ordinary with technology
When optimized and used efficiently technology can be a major asset. The key to forging relationships lies in information that has been accurately collected, processed and is subsequently presented in a meaningful way. Business aviation companies generate swathes of data, much of which remains unused. Yet technology can translate the reams of data into actionable insights to initiate, support and inform commercial activity. Data supports development of trust, knowledge and relations, which in turn elevates an ordinary experience into a highly valued one that customers are willing to invest in time and again.
Making it personal
With all that technology can offer, the personal touch is still the most vital element of any trip lifecycle. A good sales team will recognize when the frequency is right,when being too persistent will result in a negative outcome, and that information is time sensitive. Technology cannot do that. The irony is that in an increasingly digital economy, the universally accepted truth that “people buy people” still resonates - people buy from people they know, like and trust.
Making technology work for you.
The very essence of business aviation is to create specific trips that are defined by diverse individual demands to fulfill unique missions – there is no one size fits all response. To achieve this level of customization requires management of complex trip life cycles and is paramount for business longevity. In a highly niche industry making technology relevant means making it work in a way that enhances customer interactions. A personalized approach to sales and marketing yields higher conversion rates, augments customer experiences, and improves customer retention.
Yet we see that many current personalization practices are superficial when compared to the potential that technology, combined with human interaction, can offer. STACK.aero allows users to harness data to improve sales, operational efficiency and real-time management reporting to help our customers better understand the personalized services their customers need. The team outlines below a series of simple examples of personalization and how technology adds value.
As well as supporting proactive sales, technology, with the right information inputted, can be predictive. Most (good) charter operators and charter sales brokers will undoubtedly have on record, somewhere, that customer Mrs. Red and herfamily fly to Florida every winter. However, this information is only useful if it is stored in a single resource that can push the information out in a timely manner to the sales team.
Technology can aggregate and centralize this data,and much more, to issue advisories to the sales team that it may be time to call Mrs. Red Reports that outline trip patterns are invaluable for supporting customer travel planning and underpin customer retention by making the customer feel valued. Post trip reports can further feed back into the system to improve future personalization.
A good Customer Relationship Management (CRM) system will advise the past preferences of a customer, for example that Mr. Blue prefers a specific type of green tea during flights, but how do you know this is still the case? Consistent updating of customer preferences each time a trip occurs will go a long way to maintaining currency. Collecting this information may also inform other customer preferences. Knowing about the green tea may lead to a conversation on food preferences, which in turn may lead to broader preference information that Mr. Blue prefers to communicate through his cellphone or receive PDF quotes. This gradual curation of a customer profile is invaluable when blended with technology.
If you can increase the relevance of the value proposition by speaking the customer's language, reflect and interpret their interests,this will help meet and match their expectations. It builds relations and as each unique need is addressed the data pool about Mr. Blue grows to support enhanced services.
Follow up reminders
We all appreciate a gentle reminder on occasion and technology can facilitate this need. In business aviation report generation is nothing new, but report generation that is relevant to a specific customer can help a sales team enhance the holistic experience and is priceless.
If you can find out in less than a minute which of your clients have not flown in a specified period, then technology can generate a statement listing clients that have been inactive. This serves as a personal reminder to reach out to establish if there are any specific needs. This is even more important in a dynamic macro-environment that may have resulted in changed buying behavior. The personal touch, inspired by the reminder report, can be invaluable for sealing new business.
It is physically impossible to keep track of constant change, so let technology do it. This pioneering approach ensures you can make clients aware of every relevant option, and that customers don’t have to work hard to enjoy their business aviation experience.
Just remember only by putting real-time, authentic data into a system, and then making it meaningful, current and predictive by adding instinctive human understanding,can technology increase the power of personalization.