Did you know that customer-centric brands bring in 5.7 times more revenue than their competitors? 2 Genuine customer-centricity requires investment from all divisions within a company and building a culture that not only reflects it – but rewards it.
There are a lot of different ways to make your brand more customer-centric, but the first, (and arguably the most important in this day and age), is to adopt new technology that will provide you with feedback as well as help to build relationships.2 Online reviews are a great starting point, since they provide customers with the fastest way to receive validation of their purchasing decisions, because…
customers listen to other customers.
“Consumers are far more likely to trust a peer-to-peer conversation than they are an impolite interjection or automated marketing message from a marketer.”3 We listen to other customers opinions because they’re fellow customers like us – and so we instinctively trust them.
For years I drove a Chevrolet Cruz. Every year -without fail- it needed some sort of major repair. When the time came to buy a new car, I already knew what I was after: a Subaru Crosstrek. Why? Because I saw and heard about them constantly. On commercials, out and about, and via word of mouth when asking for recommendations. I also sifted through the cars’ reviews, and because there was so much positive feedback, I found myself trying to rationalize any of the negative reviews. When I got to the dealership, the salesman steered me toward some other options at first, (unsurprisingly, all were significantly more expensive), I stuck to my guns though and went with the Crosstrek.
Of course, it’s possible that the other car models might have been just as suitable given my needs, but even if they were, the messages weren’t getting across to me like the Crosstrek.
“Using the best social channels and accurate consumer profiling, accurate data supported by quality content and authentic brand advocates, we can attract the attention of our customers like never before.”
Damian Ryan, “Understanding Social Media: How to Create a Plan for Your Business That Works”
So that brings me back to the point of this post:
As a customer-centric brand, you want your messaging to successfully reach the wants and needs of your target audience.
At Tampa International Airport, this principle was admirably modeled and goes to show how social media can be used to amplify a customer-centric brand message.
In 2015, the airport won the award in customer service after 6-year-old Owen accidently left his favorite toy, Hobbes the tiger, behind at the airport. Instead of simply returning the tiger, Tony D’Aiuto, the airport operations manager, had a better idea. D’Aiuto created a storybook complete with photos of the tiger’s journey around the airport campus and returned the tiger, along with the storybook, to the little boy during a late-night flight.5
The airport successfully met the wants and needs of their target audience.
Gaining trust through social media is not always easy. Consumers need to feel comfortable with a brand before any form of trust can be established. What does Tampa International Airport’s target audience want? They want to feel comfortable, safe, and know that they or their loved ones will be taken care of.
Tampa International Airport channeled their social media messaging toward consistency, transparency, and human connection. The airport was able to successfully reach their target audience by sharing content that resonated with their customers.
1. They kept it personal.
D’Aiuto actually took the time to put this storybook together during his lunch break. Noone asked him to do it, he did it because he genuinely cared.
“Our strategy was to promote this act of kindness in a way that reflected the spirit of the gesture and showed the airport’s interest in delivering customer care with a personal touch.” 5
2. Their messaging was consistent.
After the story went viral, a staff member’s mother shared it on Facebook with the caption:
“What a great story. What a great airport.”
The airports response of, “Thanks, mom!” reiterated the story’s personal touch. It also prompted others to reply:
“I love that TPA has a mom … who’s also on Facebook.” 5
3. They kept it simple.
My mom always called it The Golden Rule: The secret is knowing when to stop.
“We allowed airport staff and the boy’s family to do all the talking.” 5
The airport successfully addressed the social and consumer experience.
6-year-old priorities often involve their favorite toys, and as parents, that means our priorities will sometimes also have to involve our child’s favorite toys. When little Owen realized his beloved tiger was missing, his mother reassured him that the tiger was “on an adventure,” (all the while desperately hoping TPA would locate the lost toy).
His mother cried when she saw the storybook.
“We already told him over and over that Hobbes was on an adventure, so it was nice to get back and show him that Hobbes really had been on an adventure.” 1
Isabelle Quevilly, independent digital strategy director, stresses the importance of consistent brand messaging:
“Your brand is the sum of its interactions … Instead of hoping for some happy accident of high engagement rates, brands should proactively embed social platforms around their customer experience.” 3
Highlighting this sweet story created additional opportunities for the brand to be recognized for other customer-centric related interactions across various digital media platforms also. For example, one person tweeted in response:
“I know @FlyTPA connects with children. My son still has the little airplane eraser an employee gave him last summer.” 5
According to The Shorty Awards, nearly 115,000 people liked, commented and shared the story on Facebook – and left at least 78,000 impressions on Twitter. 5 Consumers around the globe openly acknowledged the airport for their exceptional customer service.
By actively engaging in social media by replying to comments and thanking consumers for their kind words – the brand’s digital media followers became active participants in the success of this story. They were consistent with their messaging and overall digital media presence. I can’t think of anything the airport could have done ‘better’! These are the types of stories that should be unfiltered – it allows viewers to see that there are real-life humans behind the brand.
“Our job, as thought leaders for a new generation of work, is to transform the way we, as an industry, look at the role of communications in creating value and exploring new directions.”
Isabelle Quevilly
How is Tampa International Airport doing today?
Well, just recently the airport was ranked highest among large airports in a 2022 North American Airport Satisfaction Study! 6 The study measures overall satisfaction using six determinants: terminal facilities; airport arrival/departure; baggage claim; security check; check-in/baggage check; and food, beverage and retail.
Clearly TPA is fulfilling their commitment to customer-centricity.
References:
[1] Boy leaves stuffed tiger at TPA, returns to a tale of tiger’s big adventure | Tampa International Airport. (n.d.). Retrieved September 24, 2022, from https://www.tampaairport.com/boy-leaves-stuffed-tiger-tpa-returns-tale-tigers-big-adventure
[2] Morgan, B. (2019, July 1). 100 Of The Most Customer-Centric Companies. Forbes. Retrieved September 24, 2022, from https://www.forbes.com/sites/blakemorgan/2019/06/30/100-of-the-most-customer-centric-companies/?sh=1117118263c3
[3] Ryan, Damian. Understanding Social Media : How to Create a Plan for Your Business That Works, Kogan Page, Limited, 2015. ProQuest Ebook Central, https://ebookcentral-proquest-com.ezproxy.snhu.edu/lib/snhu-ebooks/detail.action?docID=2006876.
[4] Zhu, Y.-Q., & Chenb, H.-G. (2015). Social media and human need satisfaction: Implications for social media marketing. Science Direct, 58(3). https://www.sciencedirect.com/science/article/abs/pii/S0007681315000075
[5] Zink, J., Nipps, E., Valentine, D., Osborn, C., & D’Aiuto, T. (n.d.). TALE OF TIGER’S BIG ADVENTURE HIGHLIGHTS AIRPORT’S COMMITMENT TO CUSTOMER SERVICE. The Shorty Awards. https://shortyawards.com/8th/boy-leaves-stuffed-tiger-at-tpa-returns-to-a-tale-of-tigers-big-adventure-see-more-at-httpww
[6] 2022 North America Airport Satisfaction Study. (2022, September 21). J.D. Power. Retrieved September 25, 2022, from https://www.jdpower.com/business/press-releases/2022-north-america-airport-satisfaction-study
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