I know I recently wrote about the importance of brand and making sure every person in your organization lives, breathes and eats it... but I was reminded of how effective a brand can be when that happens.
I flew to Vancouver last week with West Jet... the no frills carrier... and yes, the seats may be cheap but the service is not.
You've maybe seen the commercials, where the stewardess totally saves the business guy by bringing his presentation, which he forgot on the flight, to his meeting, and she set up the projector, and made copies, and she...
The schtick is that all employees of West Jet are owners and that's why they care. Even the guy in front of me, when getting on the plane, made a comment to the stewardess about how happy he was to be flying with the friendliest people in the sky...
And they were. When we stopped in Calgary, the pilot came out of the cockpit, chatted with a few of us who were still on the plane. He said he was going to Starbucks and asked if any of us wanted a coffee... The pilot!
When we were taxiing towards takeoff, I glanced out my window and watched the people who loaded the luggage, fueled the jet and the signal guy - stand and wave at us as we went by them - and they kept waving until we were well past...
These people really care! They really want you to come back and fly with them again.
Can you imagine if you and your charity (or business) could deliver a similar experience to your donors (or customers)? It's not impossible, but it certainly takes a lot of work. I think when people experience a brand like West Jet, they keep coming back for more.
I, for one, will fly with them as often as I can...
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