In a post at MarketingProfs' Daily Fix blog, Leigh Duncan-Durst highlights a Fast Company profile of the kiosk-driven makeover Alaska Airlines gave to the check-in counter at its Seattle terminal. The results have been dramatic. During a two-hour period, the article's author, Dave Demerjian, watched as an Alaska agent processed 46 customers; in the same time, the agent at a nearby United counter—one with a traditional design—served just 22.
The new design not only improves customer service, cutting check-in time from 25+ minutes to an average of just eight; it also has the potential to save the company an estimated $8 million in annual overhead. But there's something else that impresses Duncan-Durst just as much: A team assembled from within Alaska Airlines did all the research and testing that led to this successful solution.
She says your company can undertake a similar project, too. Here's how:
- Bring together your best and brightest.
- Present them with a prioritized list of improvements.
- Give them the time and resources for brainstorming, modeling and experimentation.
- Encourage these employees to interact with colleagues who face similar challenges
- Finally, test recommended improvements, make adjustments and roll out solid solutions.
Your Marketing Inspiration: "You don't always need fancy research … and expensive agencies to help you improve experience," says Duncan-Durst. "Often, you can find the really innovative solutions yourself."
More Inspiration:
Paul Barsch: Desperately Seeking Distinction: What’s Your Advice?
Ted Mininni: Marketing Inertia?
Drew McLellan: Evernote Is Now Public
by Christina "CK" Kerley
