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Tag Archives: Qantas

How would you treat a loyal customer of 26 years?

27 Friday May 2016

Posted by Malcolm Auld in B2B Marketing, BIG DATA, Branding, Customer Service, Digital marketing, Direct Marketing, Marketing, Marketing Automation, small data

≈ 8 Comments

Tags

BIG data, branding, customer service, digital marketing, marketing, Qantas, small data

When I was a National Marketing Manager at TNT, I had to fly Ansett domestically because TNT owned the airline. Consequently I only flew Qantas internationally. But in 1990, I joined the Qantas Frequent Flyer programme. Last year was the 25th anniversary of my custom and last month, my 26th came and went quietly.

anniversary

I’ve flown with them every year since 1990 and spent six figures in airfares. Like many of you, I have been up and down the Qantas ladder of membership. At my peak, I was what’s known as a CIP and my membership status was something like Super Godzilla Platinum. For the uninitiated, a CIP is a Commercially Important Passenger. The CIP acronym is more valuable than VIP – it means you pay serious dollars for your seat, whereas VIPs may not pay at all for the privilege.

The reason I was a CIP, was because an over-indulgent ad agency paid me to travel the world’s busiest route – Sydney/Melbourne – on a weekly basis, sitting at the pointy end of the plane. Eventually I left that role and my travel action declined. I gradually dropped from Super Godzilla Platinum to Shiny Gold and eventually arrived at the humble Dull Silver level – though apparently it’s a Lifetime Membership. Woo Hoo.

During the time I slid down the Qantas eligibility pole for a free beer at the bar and a couple of party pies at the bain marie, I also became a Velocity member at Virgin.

pies

Lifetime Silver means no more free party pies or beer on tap…

So I ask you dear marketer, why have I not heard one word from Qantas? If you had a customer who had done business continuously with you for 26 years, wouldn’t you like to know why they’d reduced the amount of business they did with you? Wouldn’t you pick up the phone and ask?

Wouldn’t you like to know if you still get 100% of their flying wallet – to use some marketing jargon? Has your service been the problem? Does your customer now fly with your competitor?

cards

Have you left us for another?

I’m not sure how many customers you have who’ve spent continuously with you for 26 years, but I’m sure you don’t have too many. But if you did have such a customer, aren’t these the typical questions you would ask if they stopped doing business with you?

So why don’t Qantas marketers care about the people who pay their salaries? Is it because they make so much money flogging the personal data of members to FF partners, who in turn flog stuff back to said members? Is the airline business so lucrative and simple, they can afford to lose long term customers?

Is suspect the reason is simple – they rely on marketing automation. The computer tracks flight purchases and allocates ‘status’ based on transactions. And we all know how risky it is to hand over your customer service to computers. More often than not, marketing automation equates to marketing disaster.

Epic Marketing Fails Banner

There is no layer of human intelligence being applied to the BIG DATA at Qantas. Worse still they’re ignoring the small data that matters. Unless of course it’s a budgetary issue – but you’d have to be concerned if the margins in your business restrict you from calling your customers to talk with them?

I’m obviously not the most profitable customer for Qantas, but I have been a customer for more than two and a half decades. You’d think even the lamest marketer would acknowledge the fact? After all, the management could afford to pay a $90 million bonus to the staff last year? But hey, why feign interest in customers?

If you want further evidence, here’s what happened to a friend of mine. Her partner (also a friend of mine) died suddenly from DVT, following an international flight. While sorting out his estate, my grieving friend rang Qantas late on a Friday afternoon to ask what will happen to her partner’s FF points. (you need to plan this in your Will too, dear reader)

She was told to get back to them within 48 hours with the name of a relative to whom they could transfer the points. So after a discussion over the weekend, she rang Qantas on Monday, only to be told she had missed her 48 hour window! The points were to be forfeited.

Suffice to say, she gave them a piece of her mind and eventually coerced the customer service staff into allowing the points to be transferred, somewhat begrudgingly.

Gotta luv the Spirit of Oz.

So I guess I really shouldn’t be surprised about their attitude towards one customer of 26 years…

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Pronto Valet Parking loses car keys but keeps customer with quality service…

27 Monday Jul 2015

Posted by Malcolm Auld in Customer Service

≈ 2 Comments

Tags

customer service, marketing, Pronto Valet Parking, Qantas, Sydney Airport

My Sydney readers will know the horror that is the entrance to our domestic airport terminal. In the history of all airport design, the Sydney airport is the worst in the world when it comes to accessibility by car.

Six lanes converge from three different directions at one set of traffic lights. Fifty metres along from this major intersection, is another set of lights allowing an extra lane to join the traffic jam just before the terminal.

road map 1

Traffic converges from seven lanes and four directions into two lanes..

At 6am in the morning you can arrive at this intersection and then take another 30 minutes to travel the 400 metres to the car park entrance. Once you enter the car park, you then drive back in the direction you came, to park about 300 metres away in another post code.

This all affects your ability to make your flight on time, particularly when you add in the queue for the security screening and likelihood you’re boarding at Gate 19, which is located the furthest point from the terminal entrance. This was one morning last week at 6am at the Qantas terminal:

the 50+ metre line to get to the sheep pen before the security scan

the 50+ metre line to get to the sheep pen before the security scan

Consequently the valet parking service has boomed, as it is located just inside the car park entrance, a quick walk to the terminal. It helps reduce the stress associated with the simple task of parking one’s car at an airport. Why would planners make parking an easy task, let alone a cheap one?

I use the service at least three times a month. Two weeks ago on a Friday evening, in the middle of peak hour, I arrived to collect my car. Normally it appears within five minutes. Ten minutes passed, when a driver whose English is a second language, approaches me holding half my car key. The half that doesn’t have any key. It’s the section with the battery for the door lock.

“Do you have the key?” he asked/pointed in a confused manner. I suggested that as he worked for a valet service and they had parked my car, it was unlikely the key had mysteriously found its way into my hands after I’d dropped the car off the day before. I had after all, been interstate.

keys

My key is now in two parts thanks to the parking attendant

I asked him “What happened to my key? Where’s the front half with the key bit? Who busted it?” He looked confused and said he would keep looking. There then ensued a treasure hunt around the car park floor and in every key box in the office by men in hi-viz vests, looking for half my key. I stood idly by, watching the time – I only had to be home for my daughter’s birthday dinner! Though the kind staff offered me a chair while I waited.

Unfortunately the key hunt resulted in nothing being found. Upon inspection of the remaining half of the key, I suggested the way it had broken, indicated the possibility the front half of the key might be in the driver’s pocket.

“Where’s the driver?” I asked. “He works the morning shift and has gone home“, I was told. At this point I’d been waiting about a half hour, so you can imagine I was a tad upset. I’m about to demand Pronto pays for a cab to take me home and then back again (tomorrow) so I can bring my spare key to collect my car – not to mention cover the cost of repairing my key.

Before I could speak, Sam the supervisor apologised genuinely for the inconvenience. He said they were ringing the morning driver to get him to check his pockets. If they couldn’t reach him, one of his staff would drive me home and get the spare key. He would then return to the airport and drive my car back to my home followed by another staff member to collect him.

sorry

How could I be angry or upset – despite the delay and impending peak hour traffic? Sam calmly explained everything they had done and said he would be back as soon as they reached the driver, or if not, in ten minutes. I had been texting updates to my family, who were not amused – so I shared the news.

About 5 minutes later, Sam said they had made contact with the driver and sure enough, my busted key was in his pocket and not yet in the laundry tub. He was on his way to the airport, in peak hour, and would be here in about fifteen minutes.

And so I waited some more. One bloke who had observed a few minutes of my fun, shared his story with me while waiting for his car. Apparently he left a Land Rover with them a few months ago and when they brought his car up for him, it had miraculously turned into a Maserati! I thought I might get lucky and score an upgrade too – but no luck.

granturismo_03

Maybe they’ll upgrade my car to a Maserati?

My busted key arrived and Sam completed the evening by offering me free parking on my next visit.

Don’t you just love great service? As I’ve said before – good manners always trump marketing content.

If only the supermarkets, telcos, banks, utilities and other bureaucracies could provide service like this when something goes wrong. We can only live in hope.

And in case you’re wondering, last week I enjoyed free parking – courtesy of Sam and Pronto Valet Parking…

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