In my recent posts, I wrote about the value of knowing how you can strengthen and deepen the relationship that you have with your customers. I briefly described the importance of providing a great customer experience to maintain high customer retention rates and customer loyalty for a long time.
For many Brands, there is still a lot of work to be done especially when it comes to exploiting the power of audio to enhance the user experience.
To give you an example I’ll tell you a little bit more about my recent experience with Ryanair.
This weekend I flew to the wedding of a friend of mine in Palamos, Spain. I Booked a last minute flight, the day before the wedding and left early in the morning, the next day. I decided to fly with Ryanair because their flights still enabled me to attend the wedding on time.
My experience with Ryanair was quite bad due to a lot of things, but in this post, I just wanted to point out how they can drastically improve their customer’s experience from an audible perspective.
Audible communication during key moments of interaction.
One of the best ways to improve customer relationships is by actually speaking to your customers during/after key moments. During a flight, there are multiple moments that you might want to capture with a conversation or message to your customers.
- One key moment might be right after boarding an unknown flight with an unfamiliar crew. For new customers, this might be the first real-life interaction with your Brand. The only thing I heard after being forced to pay another unexpected fee for my luggage was: hurry up! Move to your seat. The door needs to close in 5 minutes… Really subtle guys I feel safe and comfortable already.
It would have been much more appreciative if I heard a warm welcome message or some music designed to appeal to the human ability to associate sound with, for example, a safe and comfortable environment.
The extra step will also go a long way in showing that you are grateful that the customer chose to do business with you and not someone else.
- Other key moments include during the safety instructions, flight information, and during takeoff and landing.
During my flight, it was impossible to understand what the crew said through the intercom because first of all, the intercom produced a terrible sound that did not cut through the engine noise of the airplane.
I’m sure that the intentions of the crew were good, but their way of speaking implied the opposite effect, which might include losing the trust and respect of both your regular and new customers
If you can’t understand what somebody is saying because of inarticulation, not enough intensity and a relatively fast speech rate that sounds monotone, you might perceive them as shy, uncertain, and indifferent. It might even sound like this person has got something to hide.
But I don’t think it’s fair to blame the crew. I think it’s forgivable to lose a little energy, excitement, and patience if you have to say the same thing a couple of times on a daily basis.
There’s a straightforward way to solve this problem. And no, it’s not directly necessary to invest in safety instructions videos with players of FC Barcelona like Qatar Airways has done.
An automated sound format, including functional voice prompts and branded messages specifically designed to sound solid and understandable on board would already drastically enhance the customer experience.