It seems that a certain English airport is bucking the trend. East Midlands Airport recorded its busiest year on record in 2008, despite the tough economic climate (Airport has ‘busiest year ever’).  This is against a backdrop of a weak pound, an economic downturn, and a growing distaste of air travel among the political elite (except when it comes to themselves).  So did they achieve this feat?

The words of the airport manger are instructive.  She said that despite the decline, East Midlands Airport remained “committed to improving the customer experience and our facilities.”  The increase in customer figures is a sure sign that “the efforts we have made to improve the East Midlands Airport experience for our customers have been successful.”

I went to their website to see if this language was a blip or part of their instinct and thought-pattern.  Here’s what they say as the first point in their Company Values: ‘We believe that your journey through our airport should be a uniquely positive experience; smooth, efficient and hassle-free. We value our people and invest in them to help deliver ever-improving customer service.’

It’s all experience, experience, experience with these people.  That’s why it’s also profit, profit, profit.  Perhaps this was the line in the new article that impacted me the most.  The airport manager said that by these means they aimed to “take full advantage of the economic recovery” when it arrives!  Already looking beyond and building towards the end of the recession!  That’s vision for you.  That’s why they’ll succeed.

I want to help you succeed too.  That’s why I’m holding a 1-day workshop in Queen’s University on 19 March 2009 called Managing Customer Experience.  Here’s what we’ll cover.

“The 21st century marketplace is brutally competitive. Recent research confirms that customer loyalty is more a result of how customers feel about doing business with you, rather than what they think about your products or services in a detached way. Businesses that provide satisfying service gain their customers’ loyalty in the form of repeat business and referrals – the ‘holy grail’ of customer service. The most successful companies achieve this goal by managing the total customer experience. The name of this new thinking is Customer Experience Management (CEM). CEM is concerned with planning how you will not only meet, but exceed, both the rational and emotional needs of your customers. In this workshop you will gain an understanding of the building-blocks of a satisfying customer experience and create interactions that turn average customers into your campaigners.”

This workshop is part of the Queen’s University CPD Short Course Programme.  Download a 2008/9 Brochure, or take a look at the List of Courses.

To register, fill in the Booking Form.  Alternatively To book a place, phone Marc Forte at the School of Education (Short Courses Programmes) on 028 9097 5260 or email cpd@qub.ac.uk.

See you there.