Managing Knock Your Socks off Service

By Chip R. Bell; Ron Zemke | Go to book overview

15
Add Magic: Creating
the Unpredictable
and Unique

He who gives great service gets great returns.

—Elbert Hubbard
Nineteenth-century American writer

Great systems, well-designed and managed, start with a simple goal: reliability—delivering on your core promise to the customer. An airline that promises to take you from New York to Minneapolis, but deposits you in Indianapolis instead, does not make you a happy traveler, no matter how friendly the cabin crew or how smooth the ride.

But that's just for starters. How do you compete for customers when you are one of three airlines, each boasting five flights a day between New York and Minneapolis, all of which deliver passengers to the right “apolis” safely, on time, and with most of their luggage in hand?

Taking off and landing uneventfully will make you just one of three carriers that meet the basic core requirements of air transportation. To distinguish yourself in highly competitive, “me-too” markets, your systems will need to help you reliably and consistently offer something “extra” that draws business away from your competitors. We call the extra dimension that creates indelible customer memories service magic.

-120-

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