Per­son­alise tech

Onboard Hospitality - - How To... -

HR and cus­tomer ser­vices ex­pert Linda Moir (for­merly di­rec­tor of in­flight ser­vices at Vir­gin

At­lantic) ex­plains how to lift your dig­i­tal and cus­tomer ser­vice game


The world of cus­tomer ser­vice has changed and the growth of dig­i­tal plat­forms has fun­da­men­tally shifted cus­tomer ser­vice but for all or­gan­i­sa­tions, even those only avail­able dig­i­tally, per­son­al­ity is still so im­por­tant.


Some busi­nesses do this bet­ter than oth­ers. When I was at Vir­gin, our ser­vice mantra was 'Bril­liant Ba­sics, Magic Touches' and this is even more ap­pli­ca­ble today, with the growth of so­cial me­dia and dig­i­tal plat­forms. The plat­forms have to work - that’s in the 'Bril­liant Ba­sics' but the 'Magic Touches' are the ways a busi­ness projects per­son­al­ity and flair. When you look on the Vir­gin web­site, for ex­am­ple, the first thing you see when you log in as a fre­quent flyer is the big “Hello Gorgeous”. Now, that’s per­son­al­ity.


Magic Touches can of­ten cost noth­ing. They are lit­tle things, lit­tle in­ter­ac­tions be­tween staff and cus­tomers and the best ideas for these come from peo­ple who love their jobs.


It sounds sim­ple but some­how, some­thing hap­pens in or­gan­i­sa­tions that blocks this kind of thing. It’s now called em­ployee en­gage­ment, but I call it lov­ing your job. And I use the word love on pur­pose be­cause I think there’s a dif­fer­ence be­tween lik­ing your job, do­ing a good job, fol­low­ing the rules, do­ing what the book says and lov­ing your job, which is do­ing the right thing but not nec­es­sar­ily what the book says is the right thing. The se­cret to this is not the peo­ple at the top of the or­gan­i­sa­tion but how su­per­vi­sors help oth­ers to do their job well.


Or­gan­i­sa­tions love to ask for feed­back and that whole busi­ness of mea­sur­ing net pro­moter scores has be­come a big in­dus­try. My fear is that or­gan­i­sa­tions stop car­ing about the cus­tomer and just care about the scores. Be­ware of that, I think it re­ally shows.


My top tip is to note how you are inside the or­gan­i­sa­tion, the way you be­have with each other, the cul­ture. That’s ex­actly what your cus­tomers see. You can’t be some­thing to your cus­tomers that you’re not to your­selves. Sim­ple.

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