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Can Delta’s Blog Really Deliver A Change?

Posted By Bryan Eisenberg On October 5, 2007 @ 11:27 am In Advertising,Blogs,Branding and Advertising Rants,Customer Experience | 7 Comments

delta_ad_on_yahoo_for_blog.pngDelta’s latest marketing campaign has been focused on how much the airline has changed. Although marketing has surely been told to make sincere promises, it seems the business has no intention of keeping them.

While reading the news on Yahoo! this morning, I stumbled upon this ad for Delta. I’m a frequent Delta flyer and I’ve seen some small, directional changes — but they have a long way to go. They’re going through the motions of realligning [1] and rebranding [2], but new tactics can’t change one’s corporate DNA.

When you click through on the ad, it takes you to Delta’s Under the Wing blog [3]. (Blogging is an amazing tactic for engaging in conversation with your customers. I even hear from my good friend Joe that Delta is twittering [4].) So, what happens on the blog? One might expect to learn more about the airline’s changes. Instead, I was presented with a rather drab (like the old Delta), but clean, design and a post called “How Does Delta Gather Customer Input? [5]

Words can tell a lot about a company’s focus. I ran the text of this post through the customer focus (“We-we”) calculator [6] and here are the results:

Your Customer Focus Rate: 17.39%
You have 4 instances of customer-focused words.

Your Self Focus Rate: 82.61%
You have 15 instances of self-focused words.
You have 4 instances of the Company Name.

You speak about yourself approximately 0,005 times as often as you speak about your customers.
Might that have an impact on your effectiveness?

Frank Wrenn, General Manager, Customer Insights & Analytics for Delta, wrote the post. Frank, I’d like to offer you and Delta my two cents:

1. The key to great customer insight and analysis is empathy. Don’t live by the surveys [7] or the data [8]; live with your customers. How often do you go through the process of booking and flying, just like the majority of your customer’s do? Want to improve the experience? Experience it like most people do. You’ll hate it. Really!

2. Show us you really care about listening to OUR voices. I believe you have honorable intentions, but your words are all about Delta. If you’d like to see how you could have changed your post from being all about how you gather data to why you want to hear from us, so you can improve the experience, I’d be happy to speak with you. I’d gladly share my experiences from the last 75,000 miles I’ve flown with Delta. Feel free to call me: (877) 643-7244 ext.801.

June6_2005MMM.jpg [9]Is Delta serious about change? It will take more than a blog, some advertising, new uniforms, a new logo, some paint, and otherwise going through the motions.

The Greeks use the symbol delta to represent change because “Διαφορά” means “difference” in Greek. Will you really make a difference in customers’ lives, or will you be content putting lipstick on a pig [10]?


Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/10/05/can-deltas-blog-really-deliver-a-change/

URLs in this post:

[1] realligning: http://www.twistimage.com/blog/archives/an-open-letter-to-joe-kolshak-executive-vice-president-and-chief-of-operations-for-delta-airlines/

[2] rebranding: http://www.jaffejuice.com/2007/05/delta_is_changi.html

[3] Delta’s Under the Wing blog: http://www.delta.com/change

[4] Delta is twittering: http://www.jaffejuice.com/2007/05/twitter_while_y.html

[5] How Does Delta Gather Customer Input?: http://blog.delta.com/2007/10/03/how-does-delta-gather-customer-input/

[6] customer focus (“We-we”) calculator: http://www.futurenowinc.com/wewe.htm

[7] surveys: http://www.grokdotcom.com/2007/09/05/digital-camera-shops-miss-the-big-picture/

[8] data: http://www.grokdotcom.com/2007/06/06/too-many-marketers-are-addicted-to-useless-data/

[9] Image: http://www.grokdotcom.com/wp-content/uploads/Bryan/June6_2005MMM.jpg

[10] putting lipstick on a pig: http://www.mondaymorningmemo.com/?ShowMe=ThisMemo&MemoID=1566

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