Peter Draper, former marketing director of Manchester United FC, gave several personal examples of great service aimed at encouraging fleets to think creatively when serving customers’ needs.
From a Hong Kong hotel that provided him with underwear when an airline lost his bag, to a kitchenware store that sent a replacement lid to a crockpot in a taxi to his home after the original broke, each showed how extra effort in enhancing customer experience can make a big impression and help win loyalty in a crowded marketplace.
He also recounted the tale of a Dubai hotel that, upon his early arrival, offered him a mobile phone so he could be told when his room was ready.
Draper stressed the importance of having a vision and mission for the business to attract the best possible people and then using technology to ensure they have the best support systems around them.
‘Think Y-fronts, mobile phones and crockpot, and try and take some of that into your business,’ Draper urged. ‘Customers will reward you for doing so.’