Avionics News February 2014 - 63
ery and invoicing. Taken together,
each one is a link in the buying
chain. In the best of cases, a strong
link delights, exceeds expectations
or at least minimizes disappointments for the customer, according to
communications consultant Positive
Presentations Plus. When it does,
you polish your customer's perception and build their buying preference. In fact, these interactions are
considered "moments of truth," a
term coined by former Scandinavian
Air CEO Jan Carlzon to describe the
critical points where your service
offering can succeed or fail. At this
voting point, your potential customer
judges whether he or she is satisfied
or dissatisfied, and whether he or
she will continue working with you
or elsewhere.
This hints at the emotional side.
Failure isn't necessarily only a functional thing; you can deliver precisely what the customer asked for, but
still leave them uncertain, irritated
or otherwise ill-tempered with long
waits for an email response, snippy
phone service or even a messy customer restroom. In fact, for every
moment of truth, there's an emotional component that either builds
or destroys value in the customer's mind, according to customerexperience consultancy Heart of the
Customer.
Your goal, then, is to minimize
pain and maintain pleasure to ensure
your customer continues to move
down the purchasing path. While he
or she may have a number of peaks
and valleys that describe those positive and negative interactions, it's the
cumulative experience that shapes
the customer's loyalty - and with it,
their repeat business and referrals,
according to management consulting
firm McKinsey & Company.
GAINING EXPERIENCE
If customers are going to feel
something across the buying journey
anyway, you might as well manage the path to give them the best
experience possible. But before this
can happen, you must ensure you
understand exactly what the path
looks like at your shop - and for
each of your important market segments - and where you have room
for improvement.
Continued on following page
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avionics news
*
february
2014
63
http://www.sandia.aero
Avionics News February 2014
Table of Contents for the Digital Edition of Avionics News February 2014
Point of Communication
AEA Now
International News and Regulatory Updates
PS Engineering Nearing 30
Avionics Shop Customers Must Meet ADS-B 2020 Equipage Mandate
Member Profile
WAAS My Options?
A Conversation With...
No Strings Attached
AEAviators
Rockwell Collins' HeliSure Safety Enhancement Technology for Helicopters
Member Profile
Marketing Report Card
Emotional Connection
The Dependant Navigation Systems AET Endorsement
Business Basics
What's New
Marketplace Classifieds
Avionics News February 2014 - Intro
Avionics News February 2014 - Cover1
Avionics News February 2014 - Cover2
Avionics News February 2014 - 1
Avionics News February 2014 - 2
Avionics News February 2014 - 3
Avionics News February 2014 - Point of Communication
Avionics News February 2014 - 5
Avionics News February 2014 - AEA Now
Avionics News February 2014 - 7
Avionics News February 2014 - 8
Avionics News February 2014 - 9
Avionics News February 2014 - 10
Avionics News February 2014 - 11
Avionics News February 2014 - 12
Avionics News February 2014 - 13
Avionics News February 2014 - 14
Avionics News February 2014 - 15
Avionics News February 2014 - International News and Regulatory Updates
Avionics News February 2014 - 17
Avionics News February 2014 - 18
Avionics News February 2014 - 19
Avionics News February 2014 - PS Engineering Nearing 30
Avionics News February 2014 - 21
Avionics News February 2014 - 22
Avionics News February 2014 - 23
Avionics News February 2014 - Avionics Shop Customers Must Meet ADS-B 2020 Equipage Mandate
Avionics News February 2014 - 25
Avionics News February 2014 - Member Profile
Avionics News February 2014 - 27
Avionics News February 2014 - 28
Avionics News February 2014 - 29
Avionics News February 2014 - WAAS My Options?
Avionics News February 2014 - 31
Avionics News February 2014 - 32
Avionics News February 2014 - 33
Avionics News February 2014 - A Conversation With...
Avionics News February 2014 - 35
Avionics News February 2014 - No Strings Attached
Avionics News February 2014 - 37
Avionics News February 2014 - 38
Avionics News February 2014 - 39
Avionics News February 2014 - AEAviators
Avionics News February 2014 - 41
Avionics News February 2014 - Rockwell Collins' HeliSure Safety Enhancement Technology for Helicopters
Avionics News February 2014 - 43
Avionics News February 2014 - 44
Avionics News February 2014 - 45
Avionics News February 2014 - Member Profile
Avionics News February 2014 - 47
Avionics News February 2014 - 48
Avionics News February 2014 - 49
Avionics News February 2014 - Marketing Report Card
Avionics News February 2014 - 51
Avionics News February 2014 - 52
Avionics News February 2014 - 53
Avionics News February 2014 - Emotional Connection
Avionics News February 2014 - 55
Avionics News February 2014 - 56
Avionics News February 2014 - 57
Avionics News February 2014 - The Dependant Navigation Systems AET Endorsement
Avionics News February 2014 - 59
Avionics News February 2014 - 60
Avionics News February 2014 - 61
Avionics News February 2014 - Business Basics
Avionics News February 2014 - 63
Avionics News February 2014 - 64
Avionics News February 2014 - 65
Avionics News February 2014 - What's New
Avionics News February 2014 - 67
Avionics News February 2014 - 68
Avionics News February 2014 - 69
Avionics News February 2014 - Marketplace Classifieds
Avionics News February 2014 - 71
Avionics News February 2014 - 72
Avionics News February 2014 - Cover3
Avionics News February 2014 - Cover4
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