Strategy Driven

MARCH 4, 2013

Ever get poor service at an airline? It happens because the people who work at the airlines are undertrained, poorly managed, feel put upon by their management and their leadership, underpaid, rarely if ever praised, and are exposed to constant customer complaints. What’s your proactive marketing approach to loyalty?

Airlines 50

Airlines Loyalty Customer Loyalty Training 50

Strategy Driven

OCTOBER 21, 2013

Do you understand it’s ALL about customer loyalty (not customer satisfaction)? Then define what is memorable and how everyone can achieve memorability with daily interactions (Southwest Airlines does it with friendly people and humor). What actions are you willing to take? What investment are you willing to make? About the Author.

Customer Loyalty 64

Customer Loyalty Reputation Loyalty Competitive Advantage 64

Coaching Tip

FEBRUARY 23, 2012

Consider how Southwest Airlines flight attendants are free to flex their creativity and sense of humor when walking passengers through safety procedures; their individual personalities bring an uplifting jolt to a mundane process. Sticking with Southwest Airlines, why do their flight attendants entertain their passengers?

How To 110

How To Airlines Media Innovation 110

Harvard Business Review

JUNE 12, 2012

My mother, a careful shopper, rarely misses a chance to use loyalty cards at her favorite establishments. Several years ago, as a checkout clerk was stamping her Subway Sub Card club (buy 8 six-inch subs, get the ninth one free), I asked her: "Does this loyalty club make you patronize Subway more often?" Everyone else is offering them.

Loyalty 12

Loyalty Discount Airlines Sample 12

Strategy Driven

FEBRUARY 4, 2013

Your marketing people, your ad agency, yada, yada) Anyone preparing “boring” marketing tools in this day and age should be forced to take that crap out on a sales call and see how CUSTOMERS perceive it or care ten cents about it. Marketing and HR people: Get off your corporate hobby horse and saddle up your creative brain!

Politics 50

Politics Customer Loyalty Airlines Creativity 50

Harvard Business Review

JUNE 7, 2013

The digital marketer who effectively runs Qantas Airlines'' highly regarded — and very successful — loyalty program has an unusual iPad problem. Innovations in Digital and Mobile Marketing An HBR Insight Center. Customers Marketing Technology' Being Digital Demands You Be More Human.

Marketing 8

Marketing Airlines Workshop Loyalty 8

Strategy Driven

JUNE 30, 2014

Power and Associates gives ‘customer satisfaction’ awards to airlines. Jeffrey Gitomer is the author of The Sales Bible , Customer Satisfaction is Worthless Customer Loyalty is Priceless , The Little Red Book of Selling , The Little Red Book of Sales Answers , The Little Black Book of Connections , The Little Gold Book of YES!

Media 63

Media Proposal Customer Loyalty Competitive Advantage 63

Harvard Business Review

JANUARY 16, 2018

Using data from Twitter (where one of us works), we designed an experiment to study customer service interactions in two industries that generate a significant number of customer service complaints: airlines and wireless carriers. This extra $9 can be thought of as incremental brand value the airline has gained in the customer’s mind.

Wireless 11

Wireless Airlines Brand Loyalty 11

Harvard Business Review

OCTOBER 21, 2015

Walmart recently lost $20 billion in market cap in one day, in part because its leadership admitted it needs to invest more into its e-commerce operations. When you think about it, internet retail today is similar to the airline market before frequent flyer programs were introduced.

Airlines 8

Airlines Retail Loyalty Price 8

Strategy Driven

OCTOBER 29, 2012

OUCH QUESTION: Is your brand, product, or service market superior, and you haven’t elevated yourself to that position? Blackberry, American Airlines, Barnes & Noble, Microsoft, and Tiger Woods to name a few. CAUTION: Leave PR, marketing, and advertising out of the equation, or you may NEVER get to the truth.

Brand 50

Brand Reputation Customer Loyalty Industry 50

Harvard Business Review

AUGUST 7, 2018

If consumers start turning regularly to smart speakers for their travel needs, they could end up interacting less and less with traditional airline, hotel, and even online travel agency brands. Use loyalty programs as leverage. Worldwide, ownership exceeds 100 million units and is projected to reach 225 million by 2020.

Travel 9

Travel Industry Hotels Airlines 9

Harvard Business Review

MAY 17, 2017

The airline industry is a cautionary tale of what happens when companies emulate new business models without bringing over the associated mental models. For over 40 years, Southwest Airlines has been a disruptive force in the airline industry, creating an entirely new category and a record 43 consecutive years of profitability.

Airlines 14

Airlines Strategy Business Model Metrics 14

Harvard Business Review

OCTOBER 30, 2014

Nowhere else in the executive suite of a typical corporation are two functions as closely intertwined as sales and marketing. Yet for all the shared responsibility, the marketing and sales relationship has often been a contentious and lopsided one, with sales dominating in B2B sectors while marketing leads in B2C ones.

Marketing 11

Marketing Guidelines B2C Analysis 11

Harvard Business Review

APRIL 19, 2017

I’ve learned that truth from 40 years of conducting research in the fields of services marketing, service quality, and health services. When customers see that a company won’t own up to its mistakes, they are likely to assume that the firm cares little about serving them well and does not deserve their loyalty.

Company 10

Company Airlines Meyer Hotels 10

Harvard Business Review

APRIL 3, 2015

” These case studies are legendary among marketers. For marketers in the digital age, negative customer feedback that takes on a life of its own is a nightmare. I’m no road warrior, but I do clock an average of 100,000 miles a year, meaning I have some elite status on various airlines. Motrin Moms. Dell “hell.”

Media 8

Media Airlines Travel Brand 8

Harvard Business Review

JULY 25, 2014

He claimed that based on this insight he could anticipate their market moves one or even two steps in advance. At the same time, we continued to invest in long-term product development and overseas markets, knowing it was unlikely he could follow us in the short term.”. expansion, out-maneuvering Adelson in the domestic market. “We

CEO 11

CEO Norton Airlines Short-term 11

Harvard Business Review

JULY 6, 2012

In other words, what are Citibank, American Airlines, Amazon, UPS, and Volvo doing to create engaging apps that bind the user to the company, build brand equity, and provide high exit barriers for customers (and equally high entry barriers for competitors)? Leaders in this space include American Airlines and American Express.

Stage-Gate 12

Stage-Gate Airlines Brand Loyalty 12

Harvard Business Review

MAY 9, 2016

By defining a brand’s particular kind of relationship, companies can create greater engagement, differentiation, and loyalty. Sergio Zyman, in The End of Marketing as We Know It , says: “A brand is essentially a container for a customer’s complete experience with the product or company.”

Brand 8

Brand Airlines Health Care Trout 8

Harvard Business Review

FEBRUARY 8, 2012

History makes a compelling case that serving customers with integrity — delivering steadfast, predictable service quality — can translate into outsized loyalty and market share when the economy commits to a comeback. In other words, your market's unlikely to pay you extra to cover your investment in customer caretaking.

Airlines 14

Airlines Call Center Retail Bottom-up 14

Women on Business

JANUARY 24, 2011

When testing ideas are part of the creative process for product, service, or business development, this triangle must be a business priority: To test product, watch prospects interact with it—whether they use a tool, read a book, choose a necklace, or scan an airline ticket. Loyalty is paid for one way or another.

Press Release 100

Press Release Discount Sharpe Advertising 100

Harvard Business Review

MARCH 11, 2013

Last month, when I tweeted to American Airlines about a delay, no one tweeted back to me and no one realized that the tweet was also from a long-standing AAdvantage Gold member. As a result, brands can now match shopper loyalty programs with Facebook users based off of their Facebook ID, phone number, or email address.

Brand 16

Brand Advertising Airlines CRM 16

Harvard Business Review

MAY 31, 2018

Machine learning makes it much easier to customize the marketing of products and services – and that includes the price. Market-goers can sometimes get bargain prices on fruit and vegetables if they come at the end of the day as the stallholders are packing up. Frequent customers get discounts through loyalty programs.

Price 8

Price Discount Long-term Airlines 8

Harvard Business Review

MAY 30, 2014

Southwest Airlines’ decades-long strategy of “short-haul, high-frequency, point-to-point, low-fare service” produced what was not only one of the best-performing airlines in the U.S. For example, deregulation killed off icons in the airline business such as Pan Am and TWA. How Samsung Gets Innovations to Market.

Company 8

Company Supply Chain Airlines Health Care 8

Harvard Business Review

JULY 19, 2013

If you''re not satisfied with these changes you can cancel your account by calling us," the statement said — hardly an attempt at building customer satisfaction or loyalty. Airlines are a good example. If the airlines had assumed that consumers were weak and insignificant, they were wrong. IT management'

Airlines 8

Airlines Hotels Loyalty Call Center 8

Harvard Business Review

OCTOBER 26, 2012

Research shows that personalization can deliver five to eight times the ROI on marketing spend and lift sales 10% or more. Focus on data that will help you achieve specific marketing goals. Traveling cookie" data build a digital footprint of a consumers based on their logins at popular sites (for example, on airline sites or Facebook).

Retail 11

Retail Loyalty Customer Loyalty ROI 11

Harvard Business Review

JANUARY 3, 2017

Retailers such as ALDI and Walmart have used price to position themselves against traditional competitors in their markets, pinching margins all around. Financial asset managers have been out-price-cutting one another in exchange-traded funds in a bid to gain market share. and Europe. Improving perception.

Price 14

Price Retail Discount Tactics 14

Harvard Business Review

APRIL 7, 2014

Steve Blank often likes to point out that start-ups are entities formed to identify product-market fit. In the early days, an organization’s very survival hinges on its ability to hearing what the market wants. Once they discover what that is, along with their target market, success becomes a game of execution.

Disruptive Innovation 8

Disruptive Innovation Airlines Tactics Tools 8

Harvard Business Review

NOVEMBER 23, 2011

They ask, "If we were a cable TV channel or a mass market magazine, what would our content, tone, and the experience we offered be? Most marketing aims to make consumers aware of a solution or an aspiration they had not considered. But increasingly marketers are seeking to help consumers who are already in a market solve a problem.

Brand 15

Brand Retail Fashion Supply Chain 15

Harvard Business Review

JUNE 24, 2013

While marketers strategize heavily around how to help consumers decide what to buy, how much time do they spend thinking about how they will pay? This area of innovation is where mobile payment companies want to play, especially in markets where such technology is less than ubiquitous. Below is an edited version of our conversation.

CFO 8

CFO Loyalty Technology Definition 8

Harvard Business Review

MARCH 28, 2011

Netflix won the video rental market in large part because of simplified pricing — you paid a certain amount per month, got a certain level of service, and that was it. If Netflix is where you want it to be, when you want it to be there, they know that breeds loyalty. No hidden fees. This is not a coincidence.

Price 14

Price Airlines Telecommunications Insurance 14

Harvard Business Review

MAY 31, 2018

market is held by buy-and-hold investors who are actually interested in the long-term value of the companies in which they’ve invested. These two businesses will lose revenues, but will gain some customer loyalty for doing the right thing.

CEO 8

CEO Short-term Long-term McKinsey 8

Harvard Business Review

MARCH 11, 2013

Last month, when I tweeted to American Airlines about a delay, no one tweeted back to me and no one realized that the tweet was also from a long-standing AAdvantage Gold member. As a result, brands can now match shopper loyalty programs with Facebook users based off of their Facebook ID, phone number, or email address.

Brand 9

Brand Advertising Airlines CRM 9

Harvard Business Review

OCTOBER 11, 2012

We've been selling our privacy for a while now: We sell our privacy to the grocery store, when we allow loyalty cards to track each and every thing we purchase, in exchange for discounts on green beans and more. We sell our privacy to the airlines when we download an airline app to our smartphones to receive better customer service.

Insurance 16

Insurance Discount Airlines Price 16

Harvard Business Review

JULY 16, 2013

Discussions about story and storytelling are pretty fashionable in marketing circles. On the other hand, I''m worried that too many marketers think that telling their story through advertising is enough. Storydoing companies create fierce loyalty and evangelism in their customers. Marketing Strategy'

Storytelling 8

Storytelling Company Marketing Strategy Media 8

Harvard Business Review

JULY 27, 2011

This is part of the HBR Insight Center Marketing That Works. Credit cards are convenient, document purchases, include various types of insurances, allow up to 60 interest-free days of float, and provide miles on my favorite airline, JetBlue. I use my credit card to pay for everything.

Price 11

Price Discount Cost-Benefit Analysis Retail 11

Harvard Business Review

DECEMBER 20, 2016

The key is to look beyond just the obvious places like marketing. The airline industry has experienced great volatility from deregulation, takeovers through mergers and acquisitions, and, as always, unpredictable forces of nature. “The learning curve in any industry is steep, but it is particularly so in the airline industry. .

Airlines 8

Airlines Energy Self-aware Learning Curve 8

Harvard Business Review

APRIL 8, 2015

Profit maximization (short-term): A shipping company increases freight rates by 50% to benefit from a capacity shortage in the market, even though doing so will strike customers as exploitative and damage loyalty. Price leadership: A no-frills airline constantly advertises the lowest fares on any route served.

Balanced Scorecard 8

Balanced Scorecard Company Price KPI 8