When it comes to flying, most people have worries and anxieties about their experience, much like going to a doctor’s office. Why is it that when so many airlines are struggling to satisfy their customer base, Virgin America Airlines has its customers consistently vouching for it on social media and customer review websites. I constantly see positive posts about Virgin America on Facebook and Twitter feeds, so I wasn’t surprised to see a “Yelp” friend write a 5 star review about Virgin. However, it was her statements that caught me by surprise – most of them were negative, but the few benefits Virgin offered that other airlines didn’t are what made her write a 5 star review. “Despite a few inconveniences” she experienced, she and many others wouldn’t fly another airline, proving that even the businesses that people evangelize do have faults.
What sets Virgin apart
Like other great brands, Virgin strategically offers benefits that most of its competitors don’t; benefits that greatly enhance the customer experience. Technology is the benefit that Virgin offers, from the televisions and wi-fi for each passenger to using social media to give its customers service/flight updates, and promotional offers.
Virgin has decided that maximizing technology will give its customers the best possible experience.
Being able to charge more
Offering additional advantages will allow you to charge more than the competition and charge for items that customers have received for free in the past (like Virgin does with passenger luggage and food).
Have you thought about what your business can do to stand out from your competition?
If you are going to charge more and conduct business in certain ways that might not appeal to all of your customer’s preferences, you have to offer more than what customers are typically used to.
For example if you own a dental practice, can you offer patients an enhanced experience with digital x-rays in every operatory? Or how about having iPads for patients in the waiting room.
Lets say you own a gym… does the upfront cost of providing free towels or televisions on each treadmill justify charging a few dollars more than the competition. Your customers might say so.
When defining your brand, look for opportunities to deliver an experience that competitors don’t and you will have evangelists who will write positive online reviews that will help increase your customer base.