In an experience economy, customer experience is the brand – you are in control of how you shape that experience
I purchased my round trip ticket for a Continental business flight online. I even got a confirmation email the day before departure that let me check in right online. That was wonderful! With my confirmation print-out, I managed to forego the large lineup at the airport. I thought I was off to a great start.
But then the brown stuff hit the fan! What was supposed to be a 1 hour and 35 minute flight from NYC to Ottawa, turned into 12 hours of too much coffee, a couple of beers and an unhappy customer! My tally of blacklisted airlines just grows longer.
Any more, online conversion rarely happens in a vacuum. And that precious loyalty you want to build is going out with this week’s garbage if you overlook the fact that what happens offline influences whether customers ever return to do business with you again online. Some of what happens offline – like your customer service – is in your control. Botch that, and you set in motion an out-of-your-control avalanche of word-of-mouth that requires serious attention on your part.