Want an FBO Customer for Life? Try Making the Customer Your Fan

By Ron Jackson

“Being a fan doesn't mean being there from the start. It means being there ‘till the end.”
-Anonymous

It’s time for a role reversal in the FBO customer service industry.

Ever since the term “customer service” was first used, our corporate view has been to put the customer on a pedestal and do everything to make them happy. That’s all fine and dandy, as Forrest Gump would say, but it’s a rather dogmatic and reactive approach that can make your customer relationship fragile and leave your employees feeling frustrated.

Here’s something new to think about. It’s a complete role reversal. Instead of you and your team thinking the customer is king, invite the customer to think of your employees the way we think of Babe Ruth, Lou Gehrig, Hank Aaron and Cal Ripkin, Jr. There isn’t a red blooded American alive that doesn’t look upon these four with awe. We are their fans.

Baseball not your sport? Think of someone you truly admire for doing something extraordinary. That’s being a fan.

So, why not create an environment at your FBO where the customer becomes your fan!

It’s really a new mindset that takes place in in the process of molding your customer service deliverable. Let’s start by visiting an old axiom, “Go the extra mile?” Where did this come from, and what does it really mean?

It’s actually biblical in nature. During the height of the Roman Empire, a soldier could force someone to carry his backpack one mile. Think how heavy pack must have been? It contained everything a soldier would need while marching for possibly months-on-end. Perhaps a change of clothes, probably food, knapsack and extra spear heads, among other things.

In those days, it was the law. However, it also was forbidden to force someone to carry the pack for more than one mile.

In the biblical account of Sermon on the Mount, Jesus proclaims if someone forces you to go one mile, go with them two. A modern day interpretation of this verse is to do the unexpected and go the extra mile. Give them something extra, something not required.

In the FBO business, we often see customers come onto our ramps and not purchase any fuel - not even a courtesy load. I’m sure this upsets most FBO managers and their service team.

So, how can we change the mindset of the customer? How can we catch them off-guard and give them something unexpected - something to ponder?

In other words, how can we invite them into experiencing our best customer service?

Can you imagine what would go through a reluctant customer’s mind when you offer to take out their trash, put ice in their galley or clean their lavatory – for free?

“But why would you want to do that?” the customer might ask. “I’m not buying any fuel.”

“I know!” your line service person responds. “That’s just how we do business here at Ajax. Now, how about some fresh brewed coffee for your galley?”

If the customer doesn’t respond with a fuel purchase at this point, chances are a fuel order will be placed the next time they return.

It’s all part of making the customer your fan by going the extra mile. It’s an open invitation to keep doing business with you and make an indelible impression that won’t fade anytime soon.

In today’s social networking climate, chances are that customer will tell others about their experience at your FBO. On the ‘buzz meter’, I think we all would rate this as priceless!

This is just an example of going the extra mile with a reluctant customer. What about the regular customer? What can you do to go the extra mile and make the next fueling a memorable experience? I’m sure you can think of a few things.

As mentioned, it’s all a change of mindset on the part of your employees. You may need to conduct some team-building exercises that help create a culture that rewards them for doing a good job. However, the reward is not monetary. It should be something as simple as a pat on the back from both FBO management and other team members.

At Aviation Business Strategies Group, the discovery work we do with clients indicates that most employees aren’t looking for money or prizes in order to do a better job. What they are really looking for is recognition.

“That was the best galley service I’ve ever seen,” an FBO manager might say to a line service technician. “Way to go. Keep up the good work.”

At Aviation Business Strategies Group, we’ve developed a complete FBO customer service training system called “Don’t Forget the Cheese!” It’s memorable program that can help mold and change current company culture, including your employee team dynamics.

If you’d like some more ideas about making the customer your fan, please give me a call at 972-979-6566 or e-mail me at Ron@thejacksongroup.biz.

Also, please join me and business partner John Enticknap for our next NATA FBO Success Seminar, September 12-14 in Dallas, Texas. In addition, we’ll be hosting a NATA Webinar on June 28 titled: The Most Important Question to Ask a Customer.

About the authors:

Ron Jackson
Ron Jackson is Co-Founder of Aviation Business Strategies Group and President of The Jackson Group, a PR agency specializing in FBO marketing and CSR training. He has held management positions with Cessna Aircraft and Bozell Advertising and is the author of “Mission Marketing: Creating Brand Value” and co-author of “Don’t Forget the Cheese!” the ultimate FBO Customer Service Experience. Ron co-developed NATA’s acclaimed FBO Success Seminar Series and writes an industry blog for AcUKwikAlert.com titled: The FBO Connection. 

John Enticknap
John Enticknap founded Aviation Business Strategies Group in 2006 following a distinguished career in aviation fueling and FBO management, including President of Mercury Air Centers network of 21 FBO locations. He is an ATP and CFI rated pilot with more than 7,800 flight hours and is the author of “10 Steps to Building a Profitable FBO”. John developed NATA’s acclaimed FBO Success Seminar Series and writes an industry blog for AcUKwikAlert.com titled: The FBO Connection.

Want to Deliver a Better Customer Service Experience? Start with External Operational Audits

By John L. Enticknap

What does an external audit program have to do with delivering a better customer service experience? Let’s explore the possibilities.

One of the most popular events at the National Air Transportation Association (NATA) FBO Success Seminar, conducted by the Aviation Business Strategies Group, is a discussion on lowering FBO insurance rates through better operations management. This includes training the CSR and executive staff on safety, customer service, technical procedures and practical application of quality aircraft ground handling techniques.

­­As part of the seminar, we discuss having a good “insurance story” – which essentially tells your insurance agent how the FBO strives to be proactive in preventing costly mishaps. It all starts with a comprehensive safety and training program. Your “story” includes the positive efforts of proper training with programs such as NATA’s Safety 1^st. 

One element of your safety program is an internal or self-audit of: your training, standard operating procedures, ramp operations and fuel quality control. Internal or self-audits are a positive part of your standard operating procedure. However, as you are aware, your FBO also is subject to external audits from airlines, FAA, airports and your insurance carrier, among others. 

Suffice to say, self-audits are necessary, but are not enough. When you do a self-audit, the problem is, you have a built in “human fudge factor”. It’s like giving yourself an annual physical and pronouncing yourself fit, instead of going to the doctor. 

Therefore, external operational audits need to be a part of your standard operating procedures and not just under the line service section. External operational audits also need to be a part of your Customer Service Program. Yes, we said Customer Service Program. What better way to demonstrate to a customer that you are concerned about their total customer service experience than by delivering: 

• Excellent marshaling of their aircraft
• Parking directions
• Proper chocking
• Ramp safety cones
• Marshaling into hangars with two wings walkers
• Fueling the aircraft with wing mats, without fuel spills, with the proper amount
• And yes, with the proper grade of fuel 

Superior customer service is all about earning the customer’s trust in your operation. It is not just about the fancy FBO facilities, or the smiles and pleasant greetings at the front counter. It’s also about your ramp operation and the customer’s perception that their aircraft is secure and out of harm’s way. 

External Audit Programs are the best way to assure your operation is running in accordance with your high standards. Not only safe operations, but conducting operations in such a manner that the customer has confidence that you’re doing things right! Some of the benefits and advantages of external audits include: 

• Providing a true validation of your internal or self-audit program
       – Self-audits are not enough
       – Need an unbiased ‘third party’ audit
       – Eliminates ‘fudge factor’
• You become a more efficient and safe FBO
• Verifies your Standard Operating Procedures
• Follows-up and benchmarks your training programs
• Keeps you in compliance with regulatory standards
• Enables you to establish a Safety Award Program
• Helps build a positive insurance story for your  brokers
• Can result in lower premiums, less costly accidents 

So, what kind of external audits should you conduct and who should you hire to complete the program? Having done numerous audits over the past several years and recently completed the NATA Accredited Auditor Training, my recommendation is to hire someone with proven experience and good references.

One of the newest audit programs available is the NATA Safety 1^st Ground Audit Standard. This program has two primary objectives:

1. To create a consistent operational safety standard for FBOs, airports, and others while increasing the overall safety level of these operations.
2. To provide on-demand charter, fractional and corporate aircraft operators with an alternative to costly proprietary audits of FBOs, airports and others.

So what does the Ground Audit cover? The audit screens seven separate operating areas within an FBO: Management Systems, Safety Management Systems & Quality Assurance, Training, Standard Operating Procedures, Security, Occupational Safety & Health and Environmental Policies & Procedures.

Who conducts the audits? NATA Safety 1^st manages the audit standard, but does not actually conduct the audit. For third party external audit certification, the FBO contracts with a NATA Safety 1^st trained Accredited Auditor. You may also do a self-certification, but the Accredited Auditor must be trained by NATA Safety 1^st.

For more information on this program visit www.nata.aero/groundaudit.

In conclusion, here is a recap of benefits from conducting an external audit: 

1. Safety. Not only for the customer, but for everyone involved in delivering the end product.
2. Better Customer Service Experience. A customer watches how an FBO works and determines, through perception, whether or not the FBO is taking care of business.
3. Lower Churn and Better Margins. A happy customer is a loyal customer. One willing to recommend your FBO, and also willing to pay a higher price to receive a better product delivered in a professional way.
4. Benchmarks Your Deliverables. Quality external audits will help measure your success in delivering a quality customer service experience. Utilized consistently, it will provide a benchmark for your service deliverable. It will reveal whether or not you’re on the right track - that your systems are operating well and if quality control is being maintained to its highest level. 

Tell us what you think!! E-mail us at jenticknap@bellsouth.net 

Accredited Auditor

Look for our next FBO Success Seminar in September 2012—Dallas, TX

http://nata.aero/Event.aspx

Ron Jackson
Ron is Co-Founder of ABSG and President of The Jackson Group, a public relations agency specializing in aviation and FBO marketing. He has held management positions with Cessna Aircraft and Bozell Advertising and is the author of Mission Marketing: Creating Brand Value and co-author of Don’t Forget the Cheese! the ultimate FBO Customer Service Experience. 

John Enticknap
John founded Aviation Business Strategies Group in 2006 following a distinguished career in aviation fueling and FBO management, including as president of Mercury Air Centers. He is the author of 10 Steps to Building a Profitable FBO and developed NATA’s acclaimed FBO Success Seminar Series.