We keep hearing how Big Data is, or has, arrived. And we constantly hear about the importance of customer relationship management and CRM systems in particular and how they are transforming the relationship management process. This past week, I flew to Seattle to attend a very good IT conference and on the way up, I knew I was going to fly through my millionth mile on UAL. I was just a few thousand miles short and I knew it was happening on the leg from Denver to Seattle.
I wondered if, or how, or might UAL recognize the milestone? I wondered if they might approach you while on the flight and say, “congratulations Mr. Brewer as this is your millionth mile flying with us. We are delighted to have you as a loyal customer.” Or perhaps when I landed there would be delightful little email from the Big Data engine at United recognizing that I just completed this milestone.
Well, nothing happened. I’ve still not heard a word.
I looked on-line to see my current status and here it is:
This is not rocket science and yet here is a fail example. Instead of creating a delightful experience, nothing has happened and an opportunity is lost. How trivial would it be to have the computer system send me an email automatically without a single person involved? A simple email notice after the key leg was completed? Or how about tying together my social media presence and send me a DM or a tweet saying something? Or how amazing would it have been to have the flight attendant stop by and say something?
No offense intended to UAL as this happens everywhere and I’m sure United will send a note to me sometime. Well, those are the kinds of things still to be done. Each company, organization, industry has their opportunities.
If you’ve had an amazing experience(a win) along these lines, I’d love to hear about it.
PS. I posted this at 16:21 today and around 17:45 @united followed me on Twitter and then about 17:52 @united sent the following:
So clearly UAL’s social media team is on the ball. Kudos to them for watching and then responding. Well done.