I may be a preferred client – but as far as I’m concerned this relationship is over.
Are your clients loyal to you, your services or your firm? I have been thinking about this lately because of a dreadful experience I recently had with my airline of choice.
Some background – I fly over a 100 times per year to conduct business development seminars and workshops for financial advisors. I love the work, but I loath the travel so having some status with a major airline can be the difference in my day, little things like quicker line ups, or access to a lounge to get out of the race for a few peaceful minutes helps keep my head on.
My New Coke Moment.
The other week I had to make short notice plans to fly out west for a family emergency. As a loyal client would, I called my first choice, Air Canada, and the sticker price was high. I considered using my points, but because I was calling last minute, they wanted to double the required number of points from 15 thousand to 30. I didn’t appreciate the premium, and frankly points are worth a lot of money, I considered my options.
Sitting at my computer I had a lot of things on my mind – and to be fair, I wasn’t really concerned about the points or the money – I was worried about family. Nevertheless, with the world literally at my finger tips through my Internet browser, I dialled up a discount carrier, Westjet, who I had steadfastly refused to ever use. To my great surprise, I was impressed at how easy it was to navigate their website. Within moments I had options to consider and a quote for a third (1/3rd) of the cost Air Canada had offered.
I determined that saving $1000 was worth more to me than collecting more miles. Furthermore, I felt that gouging me double reward points was cheap and crass and hardly seemed fair, given my history as a preferred client. I was left with no option other than to try the competition, and I discovered to my amazement that I liked it. I had my New Coke Moment.
The next day I arrived and checked in and headed to the Air Canada Lounge – you must know where this is heading. If you don’t fly AC, you can’t use the lounge. I knew this walking over. In fact, I said so to the agent at the desk, and I offered to use a guest pass to get in, as I explained “I need you to do me a favour, I need to use your business office to send an email, and I’m willing to use a guest pass if that’s what you need.”
Price, Service, Experience – What is most important?
The obvious was both pointed out, while simultaneously ignored. “But you’re not flying AC today, you’re flying The Enemy. “But you see me every week, and I always fly AC.” “Well, you’re not today.” She was right – I wasn’t, and I haven’t since. I’ve taken 30 flights, none of them with my former airline of choice.
What we have to understand is that it is never about the relationship between the client and the firm, or the firm’s policies, or the firm’s products. It is always about the relationship your client has with you. You are the point of sale. You are the face of your firm, the policies, and the products or services. It doesn’t take a history buff to know that “I was just following orders” has never satisfied a jury, or a client.
I wasn’t offended by the policy Air Canada has about who they will, or will not let into their completely empty lounges. I was offended because I realized that all my flying, all the face time in front of that specific person, meant nothing. Air Canada is more expensive than any other airline in North America, but I fly them all the time. I don’t like to waste money, but I have argued over the years that the extra few hundred dollars is actually worth it. That’s over.
You can be a Hero, or a Huckster – take your pick.
This is what Air Canada coulda, shoulda, and I’m sure with the benefit of hindsight, woulda done differently if given the choice. There is nothing to do about their price – they charge more, and I know that. However, to ask for double the required points to put me in an empty seat was offensive.
The ridiculous lounge affair could have been turned into an opportunity to reinforce my loyalty to AC, by simply saying this:
“I’m sorry that you’re flying Westjet today, but I know you’re a preferred client
of ours - don’t worry about the guest pass, enjoy the lounge and consider us the next time.”
Can you imagine the difference that would have made? For starters, I would have spent about $30,000 more already on plane tickets since that happened.
Know your Top 20, and take the opportunities you are given (make a few even)
Establish standards for client service, and use systems and procedures to ensure a consistent and pleasantly surprising client experience. It may be cliché, but little things mean a lot. Keep your clients connected to you – products change, situations change, circumstances change. Your client needs to know that one thing never changes – your professionalism, and your commitment to stick in their corner. Be a hero.
Posted by Dennis Mosley-Williams, Business Speaker, Ottawa, Canada