What Customers Really Want

[caption id="attachment_107526" align="alignleft" width="300" caption="Audio Video On Demand"][/caption] Anyone understand the meaning of relationship? What does it means to you? Well, for me relationship means a mutual and respect between two related parties. It can be you and your spouse or in the business terms, a company and its customers. Do you like to be valued by your spouse? Do you like to be respected by your spouse ? Do you like to be recognized by your spouse? I do believe all the answers are yes. Of course I am not talking about the man and woman relationship in here, but the analogy are the same on how a corporation managing their relationship to their customers. And this is what your customer wants; a wanted experience, because they owned the experience, not the company. I had been traveling a lot during the past few years both domestically and internationally. For domestic I used to travel using Indonesia's national flag carrier. And I am very proud to see the business transformation had been conducted by this company. Last year they launched new services name "Garuda Indonesia Experience" that expected to deliver the new experience for the customers. Not limited to the service experience but incorporated the new fleet with audio video on demand (even not all fleets equipped with this system). Based on the information I read this initiative involves numbers of items to include from visual, sense, smell, etc to enable delivery of Garuda Indonesia Experience. Appreciated on all what had been done and all the transformation, even I hold Gold member of Garuda Frequent Flyer; am I being valued? The truth is NOT. I was just being processed. This is what I called disconnection between company and its customer. Customer wants Personal Focus, but the company delivered Product Focus, Customer wants differentiation, but the company delivered Sameness. The Difference only if you fly Business. But even you are Gold member holder, and flying economy, you are handled just like other economy passengers. All the process is same during check in, boarding, on board (same dishes) and same post flight, all about the same, unless you pay more for Business Class, it will be slight different, but again it products focus. Not the experience. Changes and transformation had been done and doing well, but it might be need more radical and revolutionary in terms of speed to be completed. And don't forget to make them sustainable. And the biggest enabler in services is PEOPLE transformation. Whom deliver the service. Dear Passenger thank you for flying Garuda Indonesia. Enjoy your long weekend holiday.