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Joe Cohen (pictured) was recently named CEO for a private jet charter company based in the UK. Can you name the company he is now at the helm of?



Industry Opinion

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Great customer service should not be confined to the cabin

Gerrit Basson, president of the Luxaviation Group, discusses the importance of customer service and why business aviation organizations should apply a consistent high level across every aspect of their operations.

The customer is very much front and center in business aviation. They are the most powerful ambassador any organization can have. Throughout the Luxaviation Group, our customers are at the very heart of what we do and we have created a global culture to ensure we deliver outstanding levels of customer service across every facet of the company.

Seamless and consistent service excellence needs to be delivered at every point of customer interaction – not just in the cabin. While excellent customer service on board should be a given, the passenger should also receive that same level of service on the ground, at the FBO, and through security checks. Aircraft owners, brokers and service partners should also be on the receiving end of that consistent experience at the MRO and operational facilities.

ExecuJet, part of the Luxaviation Group, recently carried out a successful 120-month inspection of a Global 5000; a project of this magnitude would not be possible without excellent communication, effective planning and support, and is a fine example of how service excellence is a part of every component of the business.

When it comes to customers’ expectations, business aviation certainly bears some lofty ones. As the transport of choice for high-net-worth individuals, the private jet experience is synonymous with luxury. It is, therefore, essential that these expectations are reflected in reality and that all client requests are actualized to the best of one’s ability.

At Luxaviation, we provide a comprehensive range of services tailored to our customers and partners; as a result, no request is too outlandish and we are able to truly satisfy the vast majority of our customers. Offering a completely tailor-made experience makes the entire process more personal, and therefore more enjoyable.

The more you learn about your customers, the better the service you can provide for them. For example, if a child who flies regularly with you likes M&Ms, it would be a suitably nice touch to have some waiting on board. This way, the customer feels comforted by you remembering them and their personal tastes.

An aspect that has greatly changed the customer experience is the rapid advancement of technology. Modern technologies have enabled the business aviation industry to provide an even more complete service both on board and on the ground, making the private jet experience even more akin to a luxury hotel or restaurant. Jets can be fitted out with flat-screen televisions, wi-fi infrastructures, LED ‘mood’ lights, and much more, making the passenger feel more comfortable on board.

As well as technology, certain trends are more apparent than in the past. Having juices and smoothies, superfoods and sustainably-sourced goods available at FBOs are extremely desirable at the moment, and if a customer requests anything like this, it is our job, as an operator, to supply them.

Communication across any company is absolutely key, as it keeps both customers and staff up-to-date and is one of the few ways you can measure and highlight areas that require improvement. Customer service can always be worked on and improved, and you should never settle for what you’ve got because there are always ways to make your customers even happier. By listening to and communicating with staff, you can identify areas where service can be improved and address any issues accordingly.

Customer service is undoubtedly a hugely significant part of the business aviation industry and can be applied to every aspect of it. The methods used to deliver outstanding customer service are changing year on year, so it is essential for operators to keep up-to-date in order to deliver their customers and clients the best experience they possibly can.

August 8, 2017

 

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