FORT LAUDERDALE, Fla. — A recent article by Fast Company magazine posits that customer experience is the only thing that matters: “The only source of competitive advantage is the one that can survive technology-fueled disruption: an obsession with customer experience.”
As the limousine service operators face many challenges and changes due to economic factors and disruptive technology, a focus on customer service and overall experience is definitely the defining factor in the industry. Ft. Lauderdale, Fla.-based Coastal Car Worldwide understands this and has implemented a new customer experience strategy.
In an e-mail interview with Don Kolodz, chief strategy officer, and Sasha Figuera, customer experience specialist, LCT learned more about Coastal Car’s new initiative. The company’s vision statement says, “We are committed to our customer’s experience, measuring our success by how they measure us.”
To gain insight about how clients view the company, Coastal Car reaches out to clients to gauge their satisfaction by making daily outbound calls instead of just responding to complaints. They have laid out a “Customer Experience Map” that identifies customer touch points, or points of interaction between client and company. By looking at each touch point, the company can reverse engineer its customer service process.
Kolodz and Figuera said they are taking this unique approach because they want to learn about key client motivators and why they choose Coastal Car Worldwide over the competition. They can leverage this feedback to identify improvement opportunities, overall customer satisfaction and customer loyalty.
Another part of the strategy involved research and analysis. For about six months, the company has identified top competitors and analyzed their business development plans (BDP) and key customer motivators. Coastal Car also has benchmarked BDPs in other verticals, including the travel industry and Destination Management Companies (DMC)s.
The new strategy is being refreshed daily, and Coastal Car will continue to look for “innovative ways to enhance our process and create memorable experiences for our customers,” Kolodz and Figuera said.
What are some creative ways your company enhances its customer experience? Please share in the comments below.
— Michael Campos, LCT associate editor