Gary Lemke
President
RealMarket
glemke@realmarket.com
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As
Seen in CUSTOMER Support Management magazine - October 2001
issue.
Learn from Churn - or Burn!
Recently, while waiting in the boarding area of an airport, I overheard the gentleman behind me speaking on his cell phone. "My flight is delayed," he said, "but the weather is perfect here. I just don't understand it. I think the wheels are about to fall off the whole airline. Oh well," he sighed, "at least the agents are nice..."
We all have our airline stories; I certainly have my share. But the truth is that regardless of how bad an individual airline experience
might be for me, I don't select my next flight based on customer service - and I suspect the gentleman, above, doesn't either. Beyond safety considerations, it's convenience (most direct route, best time) and price that are the deciding factors for me. Beyond those factors, I'll select the airline that has more of my frequent-flyer miles. If I feel this way (and I'm in the business of scrutinizing customer relationship management), what does this say about the entire notion of customer loyalty? Is customer loyalty dead?
FULL ARTICLE
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