Buyer expertise ideas from the proprietor of Australia's finest airport | #341
Stephen Byron has been the the Managing Director of Canberra Airport since his household purchased it in 1998, and has turned it right into a world-class airport providing an distinctive buyer expertise.
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Because it’s buy Stephen has overseen its transformation from a pretty unimpressive regional airport to a world class airport with over $2 billion being invested in airport infrastructure, a brand new terminal, a retail precinct and three enterprise parks which accommodate greater than 10,000 employees.
Now you is perhaps considering “What can I, the small enterprise proprietor, be taught from somebody who owns an airport?” Effectively, I gotta inform you … loads. What I really like about Stephen’s story is the lengths he and his workforce have gone to in figuring out what annoys individuals about airports, then set about fixing each certainly one of them within the new design.
That is fairly merely a buyer expertise masterclass in learn how to create user-friendly merchandise, providers and buyer experiences.
On this episode of your favorite advertising and marketing podcast we cowl loads of floor together with:
– How Stephen and his household practically did not undergo with the airport revamp
– How he obsesses over creating the final word buyer expertise
– How they constructed the airport and enterprise precinct when it appeared like they’d little to no likelihood of success
– I share one other low price advertising and marketing thought so that you can implement instantly in our new phase lovingly known as What Have You Received To Lose?
– And we revisit a previous episode during which we meet up with Jim … from that legendary Aussie model … Jim’s Mowing
Yep, you guessed it, one other large episode, so let’s get caught, proper in.
MY TOP Three MARKETING ATTENTION GRABBERS
1. Deal with user-friendliness. There isn’t any enterprise that would not profit from this. In a current episode Tom O’Toole from Beechworth Bakery asks the query “Would you purchase it?” to make sure he is giving prospects what they need and Dom Holland from Tow.com.au factors out that “Everybody’s coming to your web site for one factor. Give it to them upfront.” How are you going to make what you are promoting extra consumer pleasant?
2. Dream the end result, then work backwards. Very Michael Gerber-esque. Try my interview with Michael Gerber and his course of that begins with the Dream Room.
3. Right here to Assist showing on all employees uniforms. Assist being the operative phrase. That’s why I wrote a ebook about it!
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What was your greatest advertising and marketing studying or ah-ha second from this episode? Go away your remark beneath.
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