(And Make More Money Doing It).
In a recent presentation about Genesys Conversation Manager I contrasted the experience I have with an airline today with the experience I would like to have. What’s a little different is it’s not about getting better service from them, it’s actually about how they could make me offers so I’d actually pay attention.
I’m part of this airline’s frequent flyer program and have managed to keep some status every year. They recognize me as a valuable customer and reward me with a few perks and an unending deluge of offers. The most persistent is for a credit card with one of their partners. For a really high yearly fee I can get all the benefits of this prestigious card along with some extra miles if I spend enough. There must be a lot of revenue for the airline and their partner in this because they never stop offering it to me. The product of their marketing efforts goes directly to my email spam filter or in my paper recycling bin. I’m just not interested.
Here’s what would interest me. The next time I’m booking a flight, check to see my status, my preferences, and even the specifics of the trip I’m booking and make me a personalized offer on the spot. For instance, if I’m almost at the next program level offer me enough points to get me there. Or maybe, if I’m booking an international flight, offer me a free or deeply discounted business-class upgrade. After all, at that moment, when I’m contemplating hours of fighting over the arm rest, getting kneed in the back, and nudging my sleeping seatmate’s head off my shoulder in coach I guarantee I’m in a receptive place. I might even be interested enough to pay an exorbitant fee for the privilege of carrying another piece of plastic in my wallet. Oh, and make me the same offer whether I’m on the web site, mobile application, or calling on the phone.
My point is this, it’s obviously already easy for my preferred airline to keep a list of frequent flyers and pump out email and snail mail offers. It’s not all that effective, but it’s easy. With Genesys Conversation Manager it would be just as easy for them to enable their customer facing business process to make me a more interesting offer at a moment when I’m open to it and ready to accept.