Compete On Price, Keep On Loyalty
by Joshua Tretakoff | VP, Client Services
One of the most frequent issues I see with our clients is their desire to differentiate themselves from their competition. I always advise them to do the same thing: boil it down to the basic reasons why a customer selects you, then use a combination of emphasis on those core values with a “surprise and delight” combination to really enhance the experience.
Case in point: can you imagine how hard it is to compete on something as basic as airport long-term parking? Think about it: all you have to work with is raw real estate and pricing. What else is there? Well, it’s surprisingly competitive. When I fly out of Oakland, CA, I usually park at Expresso Parking. Sure, they absolutely claim to have the lowest prices, but that’s just the start. They looked at the experience and focused on ways to enhance the experience.
First, I use their valet service: indoor parking, so no weather issues, and always right next to the waiting shuttle. Yes, it’s a few dollars more a day, but they offset that with a AAA discount and a $5 off coupon for providing them feedback on how they did, after the experience, so it cancels out for short trips. Next, as you get to the facility, they greet you grab your bags out of your car, and transfer them to the shuttle, without any delay. There’s a place to grab a free cup of coffee, as well as a complimentary muffin, should you choose. Head onto the shuttle, and the driver politely asks if you’d like a copy of the day’s paper for your flight. In 5 minutes, you are at the airport, stress-free.
On your return, it’s even better. The shuttle (fast, friendly, clean) picks you up, and the driver asks for your valet ticket. 5 minutes later, you arrive at the brightly lit facility, where your car is waiting for you, mere feet from the exit of the shuttle. It’s been washed, and cleaned, and a sealed bottle of spring water is placed in your cupholder. You can pay at the human cashier, or use their automatic machine (it even reads your AAA card to apply the discount). Finally, a thank you note is in the car, inviting you to visit their special site to provide feedback and get a discount on your next stay.
This company looked at the core of the experience, and focused on it’s dehumanizing aspects. They figured that, if they could introduce some creature comforts and some nice touches, they’d carve a unique niche in a swollen environment. By adding in the feedback mechanism, they almost immediately seduce you into loyalty: you know they have a financial stake in their success, so they will more likely make sure your comments reflect changes or improvements. They even offer a frequency loyalty program on top of it, to really try to make sure they are appealing to all customers. This is the fanatical focus that makes them stand head and shoulders above their competition: pull in with the basics, but keep with the elevated experience.
