Starbucks vs. Delta Airlines | Who Is More Customer Centric? | Aaron Marino

Описание: Tiege Hanley went down the customer-centric business (CCB) rabbit hole. CCB gives a business a competitive advantage because decisions are based on the best interests of the customer to encourage loyalty, retention, and a feel good culture about the company with which they're doing business. CCB builds loyalty with consumers because they feel valued.

Treating all customers the same way in the past, Tiege Hanley’s members came in as a L1, L2, or L3 with access to products strictly within the system structure. Additionally, long term members weren’t treated any differently either.

With a CCB, specific customers have more value. For example, Delta is a CCB. They value frequent flyers over customers who only buy a ticket every now-and-then, and they know where their customers spend their money. Therefore, valuable customers receive higher priority and special treatment.

Starbucks on the other hand is a good customer service business but not a CCB. A customer who spends a lot of money in Starbucks is treated the same as somebody who is a first-time customer, and the company does not value the long-term customer.

Tiege Hanley is now recognizing long-term members with gratis items. These items have a real cost and can be expensive, but from a holistic perspective, the goodwill will increase customer loyalty and retention. A dollar amount can’t be assigned to the result of this goodwill, but brand equity is built from taking this profit off the table. Also, the company builds a competitive advantage which moves the business in a positive direction. After starting CCB, Tiege Hanley has seen positive results firsthand.

If you're interested in watching the full vlog, you can check it out at    • ALL Customers are NOT Created Equal | Tieg...  

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