Michael Maoz

Sometimes it is the little things that make a huge difference in the customer experience, and the first difference is around managing customer expectations. A few days ago a colleague of mine forwarded an email that he had received from his airline that gave him a ‘heads-up’ saying that as they (the airline) changed the model for delivering customer service, there could be disruptions in the quality of customer service.  Take a look:

06 November 2008
Dear Valued customer,

We would like to inform you that (the airline) will be outsourcing its call centers, with the intention of improving productivity, efficiencies and ultimately the service offered to you, our valued customer.

As (airline) reservations and .. call centers are part of this process, you may experience some delays with queries relating to reservations and the loyalty program as the airline continues its discussions with labor on implementation.

We ask for your understanding and support during this transitional phase and assure you of our commitment to provide you with the most effective service possible.
..
I sincerely thank you for your continued loyalty and trust that you will appreciate the benefits of this development once implemented. We will keep you briefed on any further developments regarding this process.

Kind Regards,
xxx
(Airline) General Manager: Sales and Marketing

There is a growing body of research that demonstrates how managing a customer’s expectations can go a long way in improving customer satisfaction.  The example of this carrier is refreshing as it is a proactive, straightforward and honest approach with the customer.

Advice? Be more active in communicating what you can and cannot deliver as a part of the customer experience – you’ll be surprised at the results.